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Copywriting: Successful Writing for Design, Advertising, and Marketing, by Mark Shaw
Free PDF Copywriting: Successful Writing for Design, Advertising, and Marketing, by Mark Shaw
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Creating effective copywriting is of vital importance in today's design and communication industries. Well-targeted copy and a strong brand voice are essential if you want to stand out from the competition.
Copywriting shows how to write for all formats and contexts, from catalogs and products to advertising and websites. It explores the challenges of commercial writing, providing the tools to become a confident andversatile copywriter.
Leading industry talents from both the US and UK are interviewed, major campaigns covering all areas of the industry are illustrated in color and examined in depth, and exercises and tips aid in developing writing, editing, and presentation skills.
Revealing the secrets of this rapidly expanding profession, Copywriting provides the skills and techniques that will help you to thrive in the world of creative commercial writing.
- Sales Rank: #1713000 in Books
- Brand: Brand: Laurence King Publishers
- Published on: 2009-02-18
- Original language: English
- Number of items: 1
- Dimensions: .90" h x 6.80" w x 9.60" l, 1.21 pounds
- Binding: Paperback
- 216 pages
- Used Book in Good Condition
About the Author
Mark Shaw has been a copywriter for 20 years, starting out as an advertising agency writer before freelancing for marketing departments. In 1995, he incorporated graphic design into his business, creating Jupiter Design, one of the UK's top 25 design agencies. He now runs copywriting seminars for corporate businesses and design students, is a branding adviser on the Design Council's "Immerse" project, and a business consultant to numerous creative agencies.
Most helpful customer reviews
13 of 13 people found the following review helpful.
Neat simple textbook for entrepreneurs and small business owners who are responsible for a myriad of copywriting activities.
By Jeff Lippincott
I liked this textbook. I found it to be well outlined and well written. It has an introduction, eight chapters, and an appendix that provides options for further reading. If you are interested in creative writing as it applies to business (ad copy, Web site copy, direct marketing copy, newsletter copy, etc), then you will find this to be an excellent book to read and work through.
Except for the first two wonderful chapters, each chapter included two interviews and two case studies. I found these chapters to be very helpful in covering different aspects of business creative writing. Also included were good checklists, exercises, and roundups.
I would have liked the book better if the text fonts were a little larger and not nearly as thin. As a result of what I was provided it took me a little longer to read this book than it should have. It was hard to sail through this book because of the type fonts. Also, I didn't find the appendix material to be very impressive.
But the book provides valuable insights into copywriting and I honestly believe any entrepreneur or small business owner would do themselves a favor to get a copy of this book in order to help them make their copywriting better which will make more things happen for their businesses. 5 stars!
5 of 5 people found the following review helpful.
Helpful pointers for copywriters
By Daniel Schut
I read this book a while ago. I liked it because of the following reasons:
1. actual, helpful tips for someone who wants to get going as a copywriter, in stead of 'sage advice', which provides inspiring quotes but not much actual technique. I'm looking at you, Saatchi, with your 'brutal simplicity of thought' or you, Arden, with your 'It's not how good you are, .. '
2. It has great case studies and interviews with industry leaders, providing practical applications and examples of the tools discussed.
3. It has exercises. Writing is a matter of exercising your pen - you learn it best by doing it, not reading about it. The exercises are simple, but effective.
All in all, a good, useful book. If you're doubting between this book and something Saatchi or Arden wrote, take this one.
1 of 1 people found the following review helpful.
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By A Customer
This book is a very hands on guide to getting in the right headspace for copywriting. I'm a jack of all trades when it comes to media production but I've been looking to hone my skills. This book is all of the information I could have needed and it is very well written. I recommend this book to anyone novice or seasoned professional alike.
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