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The Unwritten Rules of Copywriting: How to Create Better Press, Poster, Radio and TV Advertising - Softcover
Synopsis
Copywriting is not taught in schools, yet it influences everyday life far more than logarithms or crop rotation.
Copywriting is not taught in marketing departments or ad agencies, yet millions of pounds hang on its success or failure.
But can a creative act be taught? Can you apply rules?
Dominic Gettins believes so.
"In The Unwritten Rules of Copywriting" Dominic Gettins divides the process of writing copy into eight practical steps:
* Know your target
* Do your research
* Answer the brief
* Be relevant
* Be objective
* Keep it simple
* Know your medium
* Be ambitious
And they work. They are a proven success where used on courses and workshops, as well as in many successful 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 you'll be amazed at the improvement.
These rules are not intended as edicts. They carry no penalties; they're merely a useful way to structure material and commit it to memory, and have been adopted by a number of organizations.
"synopsis" may belong to another edition of this title.
About the Author
Dominic Gettins' copywriting work has won many awards. His rules have been adopted by organizations, such as the BBC and Microsoft.
Review
"Dominic Gettins shows that only when you know the rules can you break them. If you like, it's a shortcut to the sort of knowledge gained by trial and error over many years by the icons of the advertising business -- a good read, full of clear discussion and written without being patronizing." -- Direct Response, July 2000
"About this title" may belong to another edition of this title.
- PublisherKogan Page Business Books
- Publication date2001
- ISBN 10 0749431415
- ISBN 13 9780749431419
- BindingPaperback
- LanguageEnglish
- Number of pages166
- Rating
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Unwritten Rules of Copywriting
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Kogan Page Business Books, 2001
ISBN 10: 0749431415
ISBN 13: 9780749431419
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