Copywriting is the essential guide to writing good marketing copy. Not only does it address the different pieces of work that a copywriter will have to produce but it also concentrates on building confidence in the writers skills.
This book *provides a step-by-step account of how to write persuasive marketing material *covers the do's and don'ts of copywriting *provides professional copywriters tips and insights *offers help with getting started and dealing with writers block
Copywriting looks chapter by chapter at the main pieces of marketing material readers will have to write, and explains how to produce the very best of each.
Publicity staff, PR departments and marketing assistants will all find this an indispensible handbook. Its refreshing approach to a key area of marketing will provide inspiration even to the most experienced of copywriters.
Moi Ali is director of The Pink Anglia Public Relations Company and is a member of the Institute of Public Relations. She is author of the DIY Guide to Marketing for Charities and of the DIY Guide to PR for Charities.
Endorsed by the CIM Step-by-step guide to writing for marketing Includes real-life examples of good and bad practice
Table of Contents
Introduction; Second-rate copy makes for second-rate marketing; Planning and research; Getting started; Nine routes to punchier copy; Grammar and English; Ten time-tested copywriting devices; Common copywriting mistakes and how to avoid them; Criticism and analysis; How the pros do it; Finding the creative you; Making words work in harmony with design; A direct mail package; Advertising; News releases; Articles and features; Staff and customer newsletters; Annual reports; Catalogues; Leaflets; Everything else!; Appendix: Improvement in writing ability; Index.