This book aims to provide you with a detailed introduction to the art and craft of copywriting. Instead of just offering a theoretical approach, I’m going to be showing you some examples of good advertising and analysing how and why the ideas and text in these ads work so well.
In addition to traditional forms of print advertising, such as billboards, press ads and mail packs, I’ll be reviewing selected TV and radio advertising and looking at modern media communications such as websites and ambient advertising.
There will be practical pointers along the way, providing you with tips and techniques that can help improve your writing skills – and boost your powers of persuasion.
And to get you thinking and working harder, I’m going to include some creative writing exercises where you can develop your conceptual cleverness and sharpen your verbal dexterity.