Copywriting Successful writing for design advertising and marketing Third Edition by Gyles Lingwood, Mark Shaw 9781529420258 1529420253

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ISBN 10: 1529420253
ISBN 13: 9781529420258 
Author: Gyles Lingwood; Mark Shaw

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.

Copywriting Successful writing for design advertising and marketing Third  Table of contents:

Chapter 1: Getting to grips with copywriting
Chapter 2: The art of writing great copy
Chapter 3: Writing for brand and marketing
Interview: Rishi Dastidar, Brandpie
Interview: Vikki Ross, brand and copy consultant
Case Study: IKEA “Silence the Critics”
Case Study: Specialized

Chapter 4: Writing for advertising and direct marketing
Interview: Beth Grace, BrandOpus
Interview: Will Awdry, Sutton Young
Case Study: Right To Play
Case Study: Lyric Opera of Chicago

Chapter 5: Writing for digital environments
Interview: Jureeporn Thaidumrong, GREYnJ United
Interview: Glenn Fisher, All Good Copy
Case Study: General Electric’s My Mom Makes
Case Study: getcoleman.com
Case Study: monstersupplies.org

Chapter 6: Writing for retailing and products
Interview: Meredith Mathews, Half Price Books
Interview: Paul Marshall, Anatomicals
Case Study: Method Home Products
Case Study: Pret A Manger

Chapter 7: Writing for company magazines, newsletters and internal communications
Interview: Helen Deverell, Helen Deverell Communications
Interview: Andrew Boulton, freelance copywriter
Case Study: Land Rover Onelife
Case Study: Slimming World Zoom magazine

Chapter 8: Writing for catalogues – print and online
Interview: Brad Wieners, Patagonia
Interview: Celia Anderson, Siblinc
Interview: Bethan Kwaterski, lululemon
Case Study: The Territory Ahead

Glossary
Further reading
Index
Picture credits
Acknowledgements

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