Offline Gurus - Luke Sullivan
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Luke Sullivan is a copywriter by profession and has many prizewinning advertisements to his credit. He has more than two decades of experience working with prestigious advertising agencies in America. He shares his interesting experiences in the book, Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. The book gives an insider’s view on the advertising industry and tells you what it takes to be a good copywriter.
The book is ideal for those seeking a career in advertising. Luke Sullivan discusses several popular advertisements including the famous advertisement for Charmin tissues. He feels that a good copywriter must always produce an advertisement that is creative and intelligent and will bring in the needed sales for the product.
Luke Sullivan discusses the history of advertising and tells you how to chart a career in advertising. He gives you a peek in to the workings of the advertising industry including the pitfalls to avoid, and advises that a good copywriter must maintain a balance between creativity and the pressure to generate sales. He speaks plainly in commenting on the bad trends and traits of the advertising industry.
Luke Sullivan gives good advice on writing for all types of media, including radio, television and billboards. He has a humorous style of explaining facts with real life examples that makes for an interesting read. You can read the book even if you are not related to advertising.
Luke Sullivan adopts a practical approach in the book that makes it a good primer for all those starting out in the advertising industry. He tells you how to channel your creativity into excellent advertisements using some of the latest ad campaigns and his own observations on the subject.
Luke Sullivan’s writing style keeps you engrossed throughout the book and highlights simple tips to keep in mind when copywriting. His book is therefore a good investment for those seeking a career in advertising. He advises against the use of standard elements of an advertisement like jingles. Overall Luke Sullivan’s book is a mine of information and is written well.
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