Books like Truth, lies, and advertising by Jon Steel

Explains how to write advertising copy for a mail order advertisement. The opening section covers the principles of copywriting including the graphic elements of an ad, the first sentence, and creating the perfect buying environment. Section two explains copy elements such as typeface, paragraph headings, and anticipating buyer objections, and psychological triggers such as honesty, credibility, value, and the desire to belong.

"An inspiration-sparking look at creativity, featuring brief examples of artists, writers, and innovators who have broken the mold. In succinct and engaging entries, Rod Judkins, a lecturer at the world-famous Central Saint Martin's College of Art, collects inspiring examples of creative thinkers throughout history, showing how we can all learn from them to improve our lives and our work. The Art of Creative Thinking presents an extraordinary array of examples, from the Dada Manifesto and Andy Warhol's Factory to the films of Ed Wood and the catwalks of Alexander McQueen, along with many others. Readers will learn about the most successful class in educational history (in which every student won a Nobel Prize), how frozen peas were invented, and why 95 percent of Apocalypse Now ended up on the cutting-room floor. Takeaways include: - Be stubborn about compromise. - Plan to have more accidents. - Be mature enough to be childish. - Contradict yourself more often"--