An Updated 'My Life in Advertising' by a Modern Copywriting Master -- Availalble FREE

Richard Armstrong is one of those whimsical enigmas. He's one of the greatest living copywriters, but unlike many heavy hitters, he doesn't seem to harbor the secret belief that his carved image should be placed on Mount Rushmore.

He's probably a better "writer" writer than any of the rest of us. Really, he is. And while he doesn't really wear it on his sleeve, he's not shy about admitting it, either. After all, he does sport a quote on his Web site from the late legend Gene Schwartz: “Richard Armstrong’s prose rises to the level of poetry!"

"Writer" writer or direct mail writer?  He can't decide! He's the only guy I know of who wrote a bona fide direct-mail novel (God Doesn't Shoot Craps: A Divine Comedy).

Richard Armstrong was once interviewed by Advertising Age, and the news-seeking reporter was very disappointed by how un-innovative he was -- and deemed him boring in her lukeworm feature article about him.

(Side note: wildly Innovative, exciting direct mail copywriters make a lot more news than sales, almost all of the time.)

Yes, he's a whimsical enigma.  All the more so because...

Richard Armstrong's got the mind of a direct response copywriter, the heart of a political conservative, and the soul of a Tom Robbins-grade novelist -- minus the countercultural flights of fancy.

And he's got something else that is reaching the status of an endangered species:

He has a terrific sense of humor!

Now, do I have a point here?  I mean, why should you care about this unlikely combination of characteristics that make up Richard Armstrong?

Because I think understanding them will help you see how unusual and valuable a collection of his best projects ("samples") would be, along with some considered commentary explaining why he did what he did... what worked... and why.

This is the kind of stuff other copywriters charge hundreds, even thousands, of dollars for.

And not entirely without good reason.

So why is he giving it away at www.freesamplebook.com -- which you should definitely check out?

Beats me.  Seriously.  I haven't a clue.

But, like I said, I'm not supposed to be able to figure him out.  He's a whimsical enigma.

Disclosure: Richard Armstrong is a friend. He did not compensate me to write this review. In fact, he mischaracterized me in the sample book by calling me a "young whippersnapper." While I love having created that perception about myself in his fertile mind, fact is I'm only one year younger than he is. Bluntly: He ain't that young himself. And although there is no monetary relationship between Richard Armstrong and myself here or in any other way, it should be disclosed that he did ask me to mention the book in my blog.I liked it and thought it valuable enough to write this review. However, if I had thought it was a piece of crap, I would have politely declined.

David Garfinkel
Publisher, World Copywriting Newsletter

Comments

[JimVanwyck]

I downloaded the book.

What a HILARIOUS Title ...

I was hooked from the very start, where Richard tells the story of how he got his start (in the mailroom of course).

Turns out the dude is not only
an outstanding copywriter,
and very funny man,
he's also the first Watergate criminal!

Thanks for this wonderful book.

Now I'm heading back for a
second look at these super-interesting letters.
My swipe-file just got a whole lot better.

Jim
PS... I love reading great sales pieces.