How to Write Great Copy: Learn the Unwritten Rules of Copywriting - Softcover

Gettins, Dominic

Softcover

ISBN 10: 0749446633 ISBN 13: 9780749446635

Publisher: Kogan Page, 2006

Synopsis

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 slim 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 this title

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 organisations, including the BBC, Microsoft and Argos. He is now Creative Director at Euro RSCG London, one of the world's largest communication consultancies.

Excerpt. © Reprinted by permission. All rights reserved.

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

Edition details

• Publisher: Kogan Page
• Publication date: 2006
• Language: English
• ISBN 10: 0749446633
• ISBN 13: 9780749446635
• Binding: Paperback
• Edition number: 2
• Number of pages: 208