Copywriting Third Edition

Successful writing for design, advertising and marketing

Gyles Lingwood, Mark Shaw

• Publisher: Laurence King Publishing
• Year: 2022
• Print ISBN: 9781529420241
• eBook ISBN: 9781529420258
• Topic: Business
• Subtopic: Advertising
• Index: Business

An inspiring and essential book for everyone interested in improving the way they write. - Brian Minards, School of Advertising, Academy of Art University, San Francisco
Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This revised edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications, and aspects of writing for social media are integrated throughout. There are also new interviews and case studies. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, *Copywriting, Third Edition takes you through step-by-step processes that can help you to write content quickly and effectively.

Table of contents

• Cover
• Title
• Copyright
• Contents
• Preface
• Introduction
• Chapter 1: Getting to grips with copywriting
• Chapter 2: The art of writing great copy
• Chapter 3: Writing for brand and marketing
• Chapter 4: Writing for advertising and direct marketing
• Chapter 5: Writing for digital environments
• Chapter 6: Writing for retailing and products
• Chapter 7: Writing for company magazines, newsletters and internal communications
• Chapter 8: Writing for catalogues – print and online
• Glossary
• Further reading
• Index
• Picture credits
• Acknowledgements