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Type of bind: Paperback
Dewey Decimal Number: 659
EAN num: 9781887229135
ISBN number: 1887229132
Label: Copy Workshop
Manufacturer: Copy Workshop
Printing Date: 2002-06
Publishing house: Copy Workshop
Sale Popularity Level: 251984
Studio: Copy Workshop
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Rated by buyers 
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Early on in "How to Put Your Book Together...," Maxine Paetro says, "I have never written a word of advertising copy, nor have I designed an ad, or come up with an advertising idea." Much of this book bears that out. While Paetro gives a good account of what HR directors look for, I was missing the down-and-dirty truth and creative advice that an actual copywriter or art director would provide. And since the vast majority of ad agencies don't employ a non-creative gatekeeper like Paetro--creative directors just look at your portfolio themselves--it seems ridiculous to take the author's advice too seriously. Like most students I relied on this book during my job search, but now that I've been in the industry a few years, I've realized there are better resources out there (Luke Sullivan's superb "Hey Whipple..." among them). If you really want to be a writer or art director, get advice from people who've actually been in your shoes.
Rated by buyers -
I found this book to be really helpful - what to put, and what NOT to put, in an advertising portfolio; creative and unusual résumé concepts; and all of the insights delivered in a very realistic manner. What is very off-putting is the interior book design. The entire book is set in a HUMONGOUS point size that just screams at you from every page, plus the amateurish illustrations are cheezy. If you can get beyond the aesthetic oddity of the book interior, the information within is quite useful for aspiring art directors. Equally helpful for students just starting out, or for those endeavoring to make a career change.
Rated by buyers 
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I didn't know Ms. Paetro was an advertising pro until I looked her up with the intention of doing a recommendation GUIDE for her fiction books. In case you don't know, she's the co-author of two of James Patterson's best books, 4th of July and The Fifth Horseman. (I'm happy to hear she's co-authoring his subsequent release, also ... which pleases me since I'm her biggest fan and think she enhances his writing.) Now don't get me wrong, Patterson is awesome and stands alone without any help, but there's something that clicks for me when Paetro gets into the mix.
But getting back to this "how-to" book, it's a real help to anyone desiring a career in advertising. It's interesting to hear the anecdotes Ms. Paetro tells from her own experience and to learn from a real "pro" who excels in so many areas of writing.
Informative! Inspiring! Thanks Ms. Paetro!
Rated by buyers -
I am a fiction writer who also wants to write ad copy. I got this book on the recommendation of a professional copywriter and have been glad I did ever since. The book offers sage advice, a comforting hand, and many amusing anecdotes from both Ms. Paetro (herself an advertising professional) and several of the industry's stars.
It has informed and inspired me. It has answered questions that troubled me and others I didn't even know I had. It even includes an address to contact Ms. Paetro at for advice-something I've done a couple times.
If you want to get into advertising, I highly recommend this book.
Rated by buyers -
There are now a number of good books on getting a job in the advertising business.
This is the classic - it contains the core good advice you need to get started on your portfolio (aka you "book," sample book, mini-book, etc.) for a job in the "creative" department of an advertising agency - or some other type of marketing communications firm (i.e. web site, in-house department, sales promo, event marketing, branding company, etc.).
In addition to the you-absolutely-have-to-know-this-period-no-further-discusion information inside this book, there are "good advice" essays from some of the absolute top people in the ad profession.
These days, you probably need more than one good book to help you get your book together - and maybe some time at a portfolio or design school (we talk about them, too), but this is the one to get you started.
Your friends at The Copy Workshop
PS. Even though it's listed, you probably won't find this book at your library - people tend to steal it. Bad!!
(But you know better than that, don't you?) Better buy your own copy.
PPS. This book was the first. There are now a number of other books on getting a job in advertising, and most of them are pretty good, too. But a lot of them assume you've read this one.
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