Review of Denis Kaplunov’s book “Copywriting of Mass Destruction”

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книга Дениса Каплунова «Копирайтинг массового поражения»

Copywriting of Mass Destruction” is an excellent practical book for copywriters, PR managers, marketers, and advertising specialists. I really liked the explanation of who a copywriter is – “an author who is able to convince with text and achieve his goal.” Those. Again, I emphasize that copywriting is not necessarily writing exclusively advertising texts.

I will say that I agree with all the statements in principle. The only thing is that the book is still aimed at writing selling texts. And it does not take into account the specifics of writing articles, for example, for women’s magazines.

And now my notes on the course of the book.

You can buy or download the book here.

1. Every copywriter can be an erudite. There is Wikipedia for this 🙂 The time to write an article depends on how well you understand the topic. In my opinion, it is better to sharpen a few some topics in which you will be unique!

2. Great chapter on headlines! Liked the structure. I have an article “How to find a good headline” just on the way. The appendix to the book has “200 Effective Heading Designs.” Of course, I am not against such constructions, but I think that they will soon become clichés to which people will not respond. Just by them, identifying advertising and not paying attention to it.

3. For a powerful entry into the text, Denis also offers constructions. This allows you to use effective phrases that have been proven over the years that arouse interest and hold attention.

4. I was amused by the quote of L.N. Tolstoy in a text subtitled “Avoid long sentences and heaped paragraphs.” It’s just that somehow short, simple sentences and the work of L.N. do not fit in my head. Tolstoy 🙂

5. There are tips that are used in active sales technologies, which is natural! Gentlemen, notice how you sell a product or service. An inexhaustible source for ideas.

6. Denis calls to forget about clichés and clichés! But I recommend taking your favorite templates and coming up with a few original phrases for each. Who knows, maybe you will become the author of the catchphrase, and you will be quoted!

7. I was also amused by the dictionary in Appendix 2, which is called “459 words-“energy”. Tell me, has anyone read this list? I skimmed through. It still remains unclear to me why the words “official”, “property”, etc., are so catchy. Apparently, philological education affects.

In all other respects, the book is very interesting and useful. I highly recommend reading!