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- Sales Rank: #319741 in Books
- Brand: Brand: Jeffrey Lant Assocs
- Published on: 1992-08
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x 6.25" w x 1.00" l,
- Binding: Paperback
- 480 pages
- Used Book in Good Condition
Most helpful customer reviews
1 of 1 people found the following review helpful.
A great deal of value here
By Loren Woirhaye
Dr. Lant really knows his marketing stuff. He delivers
a great deal of value and detailed information. If
you are accustomed to reading other "self help" or
"get rich" writers you may be unprepared fro the
onslaught of specific advice Lant gives in Cash Copy.
If you only read one copywriting book this one is a
good choice. Of course no book covers all the bases,
but Cash Copy is thorough enough and contemporary enough
that you'll be able to see how to apply the information
OF COURSE you should read old books like Scientific
Advertising - but it's about 100 years old and you
may find the principles timeless but be unsure of
how to apply them to business today.
We are in an age of information overload. I think Lant
foresaw this coming when he wrote Cash Copy. The
stuff in here will help you craft messages which:
a) aren't "just plain dumb" marketing
b) cut through the clutter and make your reader take
notice... if she has a need.
This is a first rate book on not only how to write copy
but how to craft a relentless advertising strategy.
If you pick up some of Lant's other books you will see
quite a lot of redundant writing... many of them seem to
cover some of the same territory. That's common with
business and personal development books - most writers
cover the same ideas from different perspectives and
collect a new paycheck for the same thinking every couple
of years. It's a smart way to do the writing business,
but if you are a reader you should know that's the game.
I'm not saying that repetition is a bad thing. Great
business writers help us see how to apply the fundamentals
to getting great results out of any situation.
Cash Copy is truly a "desert island" book on copy.
This book was a big, big influence on Brian Keith Voiles
Advertising Magic course, also very good.
8 of 11 people found the following review helpful.
Dr. Lant needs to reread his "Egregious Error #9"
By stellabella71
In case you're wondering which error that is, it's "You Write in Jargon That Makes It Difficult For Your Prospect To Understand You." I just received this book a week ago and have found myself slogging through text that makes Jane Austin look like an easy read. I honestly think Dr. Lant sat down with a thesaurus in hand when he hand typed this out (I say hand typed since he obviously didn't use a spell check function. I have already found several spelling errors.) When was the last time you used the words foibles, smite, grievously, and insofar in a paragraph. I was an English major and have always prided myself in my substantial vocabulary. But now I'm a business owner that doesn't have time to search my dictionary for words like remunerate or stopgap. Also be prepared for longwinded paragraphs that are riddled with commas. I keep wanting to yell, "Get to the point already!" Dr. Lant obviously is a wealth of knowledge when it comes to writing cash copy, I have learned quite a bit in the few chapters I have read. But does it have to be this painful? I'm wondering if he has a shorter version with more bullet points and less gibberish.
1 of 1 people found the following review helpful.
Valuable book of proven techniques to improve your marketing materials
By Mike Hayden
After you read this book, you'll never see advertising the same way again!
Especially, your own. (The downside is I have a LOT of rewriting to do --
the upside is I look forward to higher responses, lower marketing costs, and
better service to my clients).
Jeffrey Lant emphasizes the need for client-centered marketing materials
that elicit a response NOW! Essential key ideas are repeated in many examples
to make sure you remember -- and apply. A great how-to reference that I will
keep on my desk.
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