Copywriting: Successful Writing for Design, Advertising and Marketing

For a book about words, this is surprisingly visual, beautifully laid out on a matt stock, with nice use of background tints and neat, legible type. What’s great about Shaw’s introduction to copywriting is that he explains the real world processes, not just the principles. What does a catalogue, a customer magazine, a retail space consist of? Who commissions the copy, and who’ll be editing and correcting your text? What elements do you need in a direct mail letter? What kinds of in-store messages are there? Before you get to the creative business of talking to the customer, you’ll be well primed to persuading the client into giving you the work.

But the creative part is well covered too continue reading at www.macuser.co.uk

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