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How to Write Great Copy

Learn the Unwritten Rules of Copywriting

By (author) Dominic Gettins
Format: Paperback / softback
Publisher: Kogan Page Ltd, London, United Kingdom
Published: 3rd Apr 2006
Dimensions: w 156mm h 234mm d 11mm
Weight: 305g
ISBN-10: 0749446633
ISBN-13: 9780749446635
Barcode No: 9780749446635
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Synopsis
In our visually dominated age, there is an even greater reason for copy to be beautifully and sharply written, to have impact and immediacy. Dominic Gettins spent many years writing copy and training others to do so. In this slim elegantly written guide, he clearly demonstrates his ability to get his message across and shows readers how to do the same. He articulates the uncodified knowledge copywriters and art directors use when writing ads for readers to apply to any communications they have to produce.The techniques and principles can be applied to any form of promotional writing, in national press, newsletters, press releases, direct mail shots, posters, TV, radio, and even internal reports and memos. He presents these in the form of 8 essential rules: 1.Know your target market; 2.Do research; 3.Answer the brief; 4.Be relevant; 5.Be objective; 6.Keep it simple; 7.Know your medium; 8.Be ambitious.

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"Dominic Gettins shows that only when you know the rules can you break them...it's a shortcut to the sort of knowledge gained by trial and error over many years by the icons of the advertising business." - Direct Response "Entertaining yet illuminating; good for dipping into yet a basis for deeper reflection." - Argent"