How to Write Great Copy: Learn the Unwritten Rules of Copywriting
- 2h 12m
- Dominic Gettins
- Kogan Page
- 2006
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 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.
About the Author
Dominic Gettins is a highly acclaimed copywriter who has received around 30 awards and citations from D&AD, Cannes, IPA and other advertising bodies including a Gold Medal from the New York Advertising Festival. He has written hugely successful campaigns and his ideas have been adopted by many leading organizations, including the BBC, Microsoft and Argos. He is now Creative Director at Euro RSCG London, one of the world’s largest communication consultancies.
In this Book
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How to Write Great Copy—Learn the Unwritten Rules of Copywriting
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Foreword
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Introduction
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Eight Copywriting Rules
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Know Your Target Market
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Do Research
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Answer The Brief
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Be Relevant
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Be Objective
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Keep It Simple
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Know Your Medium
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Be Ambitious
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Conclusion
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Examples
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Further Reading
