The full title of this book by Michael Masterson & Mike Palmer is
Copy Logic! The New Science of Producing Breakthrough Copy (Without Criticism)
In my review posted on Amazon.co.uk, I gave the book a rating of 4 Stars. This means it is good and well worth reading.
Here is my book review.
Good for professional copywriters, not so relevant for others
This is an interesting book which introduces ways to review draft copy.
The traditional approach is based on criticism. The headline is no good, the lead is weak, the guarantee is too waffly. .. all of which puts the copywriters on the defensive and doesn’t really point to improvements, just to areas if weakness.
The book outlines methods which improve the copy, changing words in a headline, perhaps changing the entire headline etc.
The first is a peer review in 30 minutes, used in businesses including Agora to strengthen their copy. It requires a small group to assess the headline and lead, first to make sure it’s good enough to qualify for the process and then to strengthen through positive suggestions which the group votes on.
The second is CUB Critique, a check to make sure the copy isn’t confusing, unbelievable or boring. This is designed to keep the reader going through to the end of the copy.
The third technique is the four legged stool test. Copy should have a big idea, a substantial promise with supporting claims, ample proof and evidence of credibility.
The vast majority of examples of copy have come from the financial industry. This makes it valuable if you write for that niche, more difficult to appreciate if you have little affinity with financial services.
I understand why this book gets five star reviews. It’s focus on a process after the draft copy is written means it is different from nearly all of the other copywriting books I’ve read and reviewed.
Something is holding me back from adding the the final star for another five star review. I bought it in 2014 and I’ve only finished reading it in late October 2018. A clear indication it hasn’t gripped me despite the wise advice given.
I think part of the problem is the book is more suited to professional copywriters either in a direct marketing organisation or part of a mastermind or similar support group of copywriters. That’s not me.
You can buy the book at Amazon.co.uk and Amazon.com
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