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Copywriting: Successful Writing for Design, Advertising, and by Mark Shaw

By Mark Shaw

Writing replica is usually assumed to be a ordinary expertise. even if, there are basic concepts you could hire to craft robust written content material comfortably. This new, extended version teaches the artwork of writing nice replica for electronic media, branding, ads, direct advertising and marketing, retailing, catalogs, corporation magazines, and inner communications.

Using a sequence of routines and up to date illustrated examples of award-winning campaigns and communique, Copywriting, moment variation takes you thru step by step approaches that could assist you to put in writing content material fast and effectively.

Including insightful interviews from best copywriters, in addition to illustrated case stories of significant manufacturers that discover the demanding situations curious about developing state-of-the-art reproduction, this booklet gives you all of the instruments you want to turn into a convinced and flexible artistic copywriter.

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Additional info for Copywriting: Successful Writing for Design, Advertising, and Marketing (2nd Edition)

Example text

It is usually the case that shorter is better. This is not to say that short, punchy copy is always more effective than long, carefully constructed arguments; however, whatever length you’re writing to, you should be concise and to the point, and avoid repetition or unnecessary text. Be merciless, like Ming. If you’ve included statements that make similar points, parallel arguments, or lengthy descriptions, they have to go. Your remaining copy will be tighter, easier to read, and more effective.

Company dictionary It is likely that the client organization has all sorts of words, phrases, and abbreviations that are unique to itself. ) and gives the best alternative in plain English. Brand hierarchy There may be sub-brands—smaller brands within the business or different versions of the brand for different marketplaces. Show how they relate to each other, how the core values have to be the same, and how each can have some unique personality. Sample copy Having explained the best approaches, it is important to give clear examples, showing good copy and versions that are not acceptable.

As well as training copywriters in the rigors of creative writing, he consults some of the world’s largest corporations and a number of smaller outfits on how to utilize language to represent their organization clearly and build strong relationships with their audiences. I work to a wide variety of briefs and still write a lot of copy myself. I think it’s important as a writer not to get carried away with your own ability to use words, and remember that sometimes no copy is better, as words could detract from an image.

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