Reviews for The authentic writer

The average rating for The authentic writer based on 2 reviews is 3 stars.

Review # 1 was written on 2016-09-22 00:00:00 Thomas Vasquez An interesting look inside the minds of 5 of the greatest copywriters of all time. It helps to know that they fear the same thing as the rest of us - that the next time they go to write an ad, the ideas just won't come. While most of them agree that knowing your product inside and out, finding the inherent truth or drama of the product and being an avid consumer of culture (books, movies, travel, etc.) are important, when it comes right down to it, even the greats agree there's no formula that exists for how to write a good ad. You simply have to work hard at it, look at it from different angles and figure out what's going to grab the consumer's attention. All in a day's work.

Review # 2 was written on 2010-07-12 00:00:00 Frederic Ward Nice and breezy read. Short interviews with 5 of the best known names in the copywriting business by Denis Higgins of Advertising Age. About the industry, their personal styles, their views on what makes good copy, how to write good copy, the lack of any fixed formula, etc. As the book cover states, these are conversations, meaning the interviews are unedited, and thus provide a further compelling portrait of their characters with the book also narrating what happens between questions, how the interviewees initially understood a particular question, their comebacks, how they dismissively get to the point, etc.