How to Write Great Copy

by Gettins, Dominic

• ISBN13: 9780749446635
• ISBN10: 0749446633
• Edition: 2nd
• Format: Paperback
• Copyright: 2006-03-30
• Publisher: Kogan Page Ltd

Summary

Copywriting is not taught in schools, or even advertising agencies, yet it is a powerful force in creating wealth, launching products, or even winning elections. But can a creative act be taught? Dominic Gettins believes so, and in this book he presents eight practical rules for writing great copy. They are a proven success where used on courses and workshops, as well as in many leading advertising campaigns. Now you can apply them to your own work. If you're a seasoned copywriter this is a valuable source of ideas, quotes and examples reflecting the modern role of copy in advertising. If you're entirely new to the skill, you'll find rock-solid principles and the guidance you need to survive. And if you simply want to improve your written communication in the office, apply these rules and be amazed at the effect.

Table of Contents

Foreword	xiii
Introduction	1	(16)
Eight Copywriting Rules	17	(12)
Getting noticed	20	(6)
Back to the rules	26	(3)
Rule One: Know Your Target Market	29	(14)
Who are you talking to?	30	(13)
Rule Two: Do Research	43	(8)
Media	43	(1)
Money	44	(1)
Production methods	45	(1)
Subject matter	46	(5)
Rule Three: Answer the Brief	51	(24)
Planning	52	(11)
Tone of voice	63	(6)
Campaigns	69	(6)
Rule Four: Be Relevant	75	(12)
Metaphor	76	(11)
Rule Five: Be Objective	87	(8)
Rule Six: Keep it Simple	95	(22)
Twenty things to avoid	99	(18)
Rule Seven: Know Your Medium	117	(24)
Radio	118	(2)
Posters	120	(2)
Press copy	122	(9)
New media	131	(6)
Television	137	(4)
Rule Eight: Be Ambitious	141	(14)
End of restrictions	144	(1)
Ideas on ideas	145	(1)
Be original	146	(9)
Conclusion	155	(12)
Using freelance copywriters	156	(4)
The power of words	160	(7)
Examples	167	(18)
Further Reading	185	(4)
Index	189

Excerpts

Introduction 1 Eight Copywriting Rules 17 Getting noticed 20 Back to the rules 26 Rule One: Know Your Target Market 29 Who are you talking to? 30 Rule Two: Do Research 43 Media 43 Money 44 Production methods 45 Subject matter 46 Rule Three: Answer the Brief 51 Planning 52 Tone of voice 63 Campaigns 69 Rule Four: Be Relevant 75 Metaphor 76 Rule Five: Be Objective 87 Rule Six: Keep it Simple 95 Twenty things to avoid 99 Rule Seven: Know Your Medium 117 Radio 118 Posters 120 Press copy 122 New media 131 Television 137 Rule Eight: Be Ambitious 141 End of restrictions 144 Ideas on ideas 145 Be original 146 Conclusion 155 Using freelance copywriters 156 The power of words 160 Examples 167 Further Reading 185 Index 189