Copywriting: Successful Writing for Design, Advertising and Marketing

Creating effective copywriting is of vital importance in today’s design and communication industries. This book explores the challenges of commercial writing, providing the tools to become a confident and versatile copywriter. Leading copywriting talents from both the UK and the US are interviewed, major campaigns covering all areas of the industry are illustrated in colour and examined in depth, and exercises and tips aid in developing writing, editing, and presentation skills.

Mark Shaw has been a copywriter for 20 years, starting out as an advertising agency writer before freelancing for marketing departments. He now runs copywriting seminars for corporate businesses and design students, and is a business consultant to numerous creative agencies.

Contents

Introduction
1. Getting to grips with copywriting
2. The art of writing great copy
3. Writing for advertising and direct marketing
4. Writing for retailing and products
5. Writing for catalogues
6. Writing for company magazines and newsletters
7. Writing for websites and digital formats
8. Writing for brand, marketing and internal communications
Further Reading
Index
Picture Credits
Acknowledgements