title: Copywriting (Teach Yourself)
author:  J. Jonathan Gabay 
description: <I>Teach Yourself Copywriting</I> is a cleverly written book geared not just toward the copywriter but also toward promotions directors. In addition to providing sound and entertaining guidance on writing copy for radio, TV, print, slogans, direct mail, the Internet, public relations, recruitment, and even charity solicitations, author J. Jonathan Gabay also helps the reader determine which media to use for an advertising campaign. Gabay supplements his lessons with an appealing series of copywriting exercises, one of which involves the nursery rhyme "Humpty Dumpty" and another of which requires writing headlines that capture the spirit of the <I>Mona Lisa</I>, a traffic light, and the gum on the back of a stamp. Throughout his book, Gabay reminds the reader not to think of copywriting as a creative endeavor. "You should consider copywriting," he says, "as primarily a selling skill." As far as the writing aspect of copywriting is concerned, "in grammatical terms," he warns, "[copywriting] is often an English professor's nightmare." (The book's spellings, currencies, examples, and humor are all British.) <I>--Jane Steinberg</I>
zlib_text:  
   
  How To Write Words That REALLY Make You Rich 
   
  Kyle Milligan  
   
   
   
  
  Introduction 
   
  The Big Message Behind This Book: 
   
  Here’s the single most important theme and idea for this guide:  
  Copywriting is a language. 
  Consider copywriting a “professional language,” like accounting. 
  Accounting is considered “the language of business.” 
  And copywriting has been referred to as “salesmanship in print…” 
  So it makes sense to consider copywriting the “language of sales.” 
  More specifically, it is the language of emotion.  
  Because emotions are what make people buy things.  
  For me, it has been effective to learn copywriting the way you’d learn a new language, say Spanish.  
  (For the purposes of this book, assume you absolutely cannot read or speak any Spanish. It will make all 
  my examples a lot easier) 
  If you’ve never tried to learn a new language, here’s how the education process usually goes… 
  The instructors will start with some basics… 
  Then they will add some stuff on top, while 