Copywriting: Successful Writing for Design, Advertising and Marketing, 2nd edition

By Mark Shaw

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  • Paperback
  • 196 illustrations
  • 240 pages
  • 246 x 172 mm
  • ISBN 9781780670003
  • Published October 2012

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 new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogs, company magazines, and internal communications.

Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, Copywriting, Second Edition takes you through step-by-step processes that can help you to write content quickly and effectively.

Including insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting-edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter.

About the Author

Mark Shaw has been a copywriter for 20 years, starting out as an advertising agency writer before freelancing for marketing departments. He now runs copywriting seminars for corporate businesses and design students, and is a business consultant to numerous creative agencies.

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An introduction to the role of the copywriter, the creative fulfilment and rewards of doing the work.
Ch. 1 Getting to grips with copywriting
This chapter will explore ‘tone of voice’ as a key element of successful copywriting. There will be a discussion on the ‘hidden structure’ of long copy and the difference in format to short copy as well as top tips on managing personal opinions.

Ch. 2 The art of writing great copy
This chapter defines the concept of a brief and it’s importance, value and role.  Including examples of briefs and the different types of briefs, including client, briefs, agency briefs and project briefs and an expanded section on ‘concepting’.

Ch. 3 Writing for brand and marketing communications
This chapter looks at good and bad examples of brand and marketing communications and the challenges of re-branding or creating a new brand.

Ch. 4 Writing for advertising and direct marketing
Updated text on the profiling your audience section, with added tricks and techniques to help students develop their understanding of target audiences including online audiences. The chapter also looks at the difference between advertising and direct marketing.  

Ch. 5 Writing for retailing and products
This chapter includes new information about online retailing and brand naming. // NEW RETAIL CASE STUDY: Snowden Healthcare (UK)

Ch. 6 Writing for company magazines, newsletters and internal communications
This chapter covers Internal Communications including a new section on writing for the internal audience, both staff and stakeholders.

Ch. 7 Writing for catalogues
This chapter explains what makes catalogues different and includes updated information to reflect current online catalogue thinking and practice. // NEW ONLINE CATALOGUES INTERVIEW: Sunita Yeomans, Creative Director,

Ch. 8 Writing for the digital environment
This chapter will focus on writing for online content, with added tricks and techniques to help students write for blogs and social media. // NEW CASE STUDY ON WRITING FOR BLOGS AND SOCIAL MEDIA: The Huffington Post (USA)

Glossary // 2 new pages

Further Reading
Picture Credits

'Stephen Aldridge and Laurel Miller unpack various myths to show how, done well, packaging can please the planet as much as it can producers, retailers and consumers'.
The Independent

'A guide for designers and specifiers explaining many of the issues surrounding sustainable packaging and making practical suggestions about how to go about designing greener packaging whilst staying creative'
Packaging Gazette

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