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Sinopsis
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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Acerca del autor
Dominic Gettins is a highly acclaimed copywriter who has received around 30 awards and citations from D&AD, Cannes, IPA and other advertising bodies including a Gold Medal from the New York Advertising Festival. He has written hugely successful campaigns and his ideas have been adopted by many leading organisations, including the BBC, Microsoft and Argos. He is now Creative Director at Euro RSCG London, one of the world's largest communication consultancies.
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Introduction 1
Eight Copywriting Rules 17
Getting noticed 20
Back to the rules 26
Rule One: Know Your Target Market 29
Who are you talking to? 30
Rule Two: Do Research 43
Media 43
Money 44
Production methods 45
Subject matter 46
Rule Three: Answer the Brief 51
Planning 52
Tone of voice 63
Campaigns 69
Rule Four: Be Relevant 75
Metaphor 76
Rule Five: Be Objective 87
Rule Six: Keep it Simple 95
Twenty things to avoid 99
Rule Seven: Know Your Medium 117
Radio 118
Posters 120
Press copy 122
New media 131
Television 137
Rule Eight: Be Ambitious 141
End of restrictions 144
Ideas on ideas 145
Be original 146
Conclusion 155
Using freelance copywriters 156
The power of words 160
Examples 167
Further Reading 185
Index 189
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