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

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Notă GoodReads:
en Limba Engleză Paperback – 2006
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.
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ISBN-13: 9780749446635
ISBN-10: 0749446633
Pagini: 192
Ilustrații: 1
Dimensiuni: 161 x 234 x 13 mm
Greutate: 0.36 kg
Ediția: 2. Auflage.
Editura: Kogan Page


..."a shortcut to the sort of knowledge gained by trial and error over many years by the icons of the advertising business."

Notă biografică

Dominic Gettins


Chapter - 00: Introduction; Chapter - 01: Eight Copywriting Rules; Chapter - 02: Rule One: Know Your Target Market; Chapter - 03: Rule Two: Do Research; Chapter - 04: Rule Three: Answer The Brief; Chapter - 05: Rule Four: Be Relevant; Chapter - 06: Rule Five: Be Objective; Chapter - 07: Rule Six: Keep it Simple; Chapter - 08: Rule Seven: Know Your Medium; Chapter - 09: Rule Eight: Be Ambitious; Chapter - 10: Conclusion