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Synopsis
<p>In our visually dominated age, there is an even greater reason for copy to be beautifully and sharply written, to have impact and immediacy.<br><br>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.<br><br>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.</p>
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About the Author
<b>Dominic Gettins</b> 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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<p>Introduction 1<br><br> Eight Copywriting Rules 17<br><br> Getting noticed 20<br><br> Back to the rules 26<br><br> <b>Rule One: Know Your Target Market 29</b><br><br> Who are you talking to? 30<br><br> <b>Rule Two: Do Research 43</b><br><br> Media 43<br><br> Money 44<br><br> Production methods 45<br><br> Subject matter 46<br><br> <b>Rule Three: Answer the Brief 51</b><br><br> Planning 52<br><br> Tone of voice 63<br><br> Campaigns 69<br><br> <b>Rule Four: Be Relevant 75</b><br><br> Metaphor 76<br><br><br><br> <b>Rule Five: Be Objective 87</b><br><br> <b>Rule Six: Keep it Simple 95</b><br><br> Twenty things to avoid 99<br><br><br><br> <b>Rule Seven: Know Your Medium 117</b><br><br> Radio 118<br><br> Posters 120<br><br> Press copy 122<br><br> New media 131<br><br> Television 137<br><br> <b>Rule Eight: Be Ambitious 141</b><br><br> End of restrictions 144<br><br> Ideas on ideas 145<br><br> Be original 146<br><br> Conclusion 155<br><br> Using freelance copywriters 156<br><br> The power of words 160<br><br> Examples 167<br><br> Further Reading 185<br><br> Index 189</p>
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