Copywriting: Successful Writing for Design, Advertising and Marketing

Enhanced descriptions from Syndetics:

Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. With insightful interviews from leading copywriters, as well as illustrated case studies of major brands, this new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogs, company magazines, and internal communications.

Reviews provided by Syndetics

CHOICE Review

Shaw, a UK copywriter with more than 25 years of experience who also lectures on the topic, explains the fundamentals of writing persuasive copy for direct marketing, retailing, catalogs, the digital environment, and corporate communications such as newsletters and magazines. The book's eight chapters are clearly written and present current information that will be helpful in learning how to write different kinds of copy. Readers will find the first three chapters enlightening primarily because the author discusses topics relevant to brand and its image, including the target market, benefits, features, the headline, typography, the creative brief, the first draft, editing, and language. Starting with the third chapter, the author includes interviews with successful professionals who discuss their work. These interviews, along with several case studies, add to the book's value. If a college or university library has a collection pertaining to advertising and marketing, this book should be added. Summing Up: Highly recommended. Lower-division undergraduate students through practitioners. E. Applegate emeritus, Middle Tennessee State University