Copywriting

by Ali, Moi

• ISBN13: 9780750635103
• ISBN10: 075063510X
• Format: Paperback
• Copyright: 1998-03-01
• Publisher: Butterworth-Heinemann

Summary

Copywriting is the essential guide to writing good marketing copy. Not only does it address the different pieces of work that a copywriter will have to produce but it also concentrates on building confidence in the writers skills. This book *provides a step-by-step account of how to write persuasive marketing material *covers the do's and don'ts of copywriting *provides professional copywriters tips and insights *offers help with getting started and dealing with writers block Copywriting looks chapter by chapter at the main pieces of marketing material readers will have to write, and explains how to produce the very best of each. Publicity staff, PR departments and marketing assistants will all find this an indispensible handbook. Its refreshing approach to a key area of marketing will provide inspiration even to the most experienced of copywriters. Moi Ali is director of The Pink Anglia Public Relations Company and is a member of the Institute of Public Relations. She is author of the DIY Guide to Marketing for Charities and of the DIY Guide to PR for Charities. Endorsed by the CIM Step-by-step guide to writing for marketing Includes real-life examples of good and bad practice

Author Biography

Moi Ali is director of The Pink Anglia Public Relations Company.

Table of Contents

Introduction

Second-rate copy makes for second-rate marketing

Planning and research

Getting started

Nine routes to punchier copy

Grammar and English

Ten time-tested copywriting devices

Common copywriting mistakes and how to avoid them

Criticism and analysis

How the pros do it

Finding the creative you

Making words work in harmony with design

A direct mail package

Advertising

News releases

Articles and features

Staff and customer newsletters

Annual reports

Catalogues

Leaflets

Everything else!

Appendix: Improvement in writing ability

Index

Table of Contents provided by Publisher. All Rights Reserved.