How to Write Great Copy: Learn the Unwritten Rules of Copywriting

by Dominic Gettins

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 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.

Genres: Writing, Nonfiction

208 pages, Paperback

First published January 1, 2006

Reviews

[Christina Widmann]

Not actually about copywriting.

Dominic Gettins isn't a copywriter, he's a marketing creative. He writes scripts for TV ads, comes up with poster ideas, etc. His advice for writing a text that people might read, e.g. an advertising email or website copy, is limited and generic.

Read this book for advice about creativity in advertising. How to find and recognise the right idea. How to come up with an end line that will define a brand identity for decades. Etc.

[Frank Wild]

Good enough basic introduction to writing advertising copy which gives some principles for beginners to get a grasp on the topic, but too basic for anyone more experienced

[Joe Emery]

A book about copywriting that failed to hook my attention.

[Keith^^^]

S'alright. Copywriting is hard...

[Debra]

The eight rules for writing advertising copy are applicable to many types of writing. The book provides relevant examples of copy and is very readable. Recommended.

[Eilyada]

This book it is really a good book. Worth the money.
From this one you can really learn how to write good ads. Also the book has ads examples. So for me it was really helpful.

[Artur]

8 rules for good ads, although it is hard to believe creatives are following rules at all

[Scottalberts]

Excellent! Immediately useful. The Author certainly demonstrates his mastery of the craft. "Humour"ous and decidedly British in tone. The main points are given as a set of 8 easy-to-remember and easy-to-copy down rules, which are even re-stated on the back cover of the book. Enjoyable AND educational. I recommend this to anyone who needs to write for their own website, blog or marketing materials.