Copywriting Third Edition

An inspiring and essential book for everyone interested in improving the way they write. - Brian Minards, School of Advertising, Academy of Art University, San Francisco

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 revised edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications, and aspects of writing for social media are integrated throughout. There are also new interviews and case studies. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, *Copywriting, Third Edition takes you through step-by-step processes that can help you to write content quickly and effectively.

“Significantly revised and updated, this third edition covers so much more than simply writing. It considers the integration of strategy with the creative process and articulates the stages necessary for successful communication, using excellent examples and illustrations. An inspiring and essential book for everyone interested in improving the way they write. - Brian Minards, School of Advertising, Academy of Art University, San FranciscoCommunications are bridges for connecting businesses with people. The options we have for building those bridges are growing by the day. The trouble is, you still have to have something relevant to say, and you have to say it well. This book will show you how. I wish 18-year-old me had had it. - Elliott Starr, Head of Copy at 20somethingWe can all kick a ball, but we're not all Messi. We can all write, but we're not all great writers. In this superb textbook , Gyles Lingwood and Mark Shaw help explain how and why writing powerful, accessible and persuasive copy is so tough, yet conversely so achievable. If you want to understand what it is to be a writer in the modern advertising, branding and design industries, this book is a must read. It's little wonder that it's required reading across the UK's creative courses. - Steve Spence, London College of CommunicationI usually struggle when young aspirants ask me to recommend books on copywriting. My usual answer is: 'Read more. Go through ads from across the world. Research.' The next time someone asks, this book will give me a better, fresher answer. - Nikhil Narayanan, Senior Creative Director, Ogilvy India”

This is the only available systematic and comprehensive copywriting manual. Massimo Alvito, ISIA Design, Florence
Significantly revised and updated, this third edition covers so much more than simply writing. It considers the integration of strategy with the creative process and articulates the stages necessary for successful communication, using excellent examples and illustrations. An inspiring and essential book for everyone interested in improving the way they write. Brian Minards, School of Advertising, Academy of Art University, San Francisco
Communications are bridges for connecting businesses with people. The options we have for building those bridges are growing by the day. The trouble is, you still have to have something relevant to say, and you have to say it well. This book will show you how. I wish 18-year-old me had had it. Elliott Starr, Head of Copy at 20something
We can all kick a ball, but we're not all Messi. We can all write, but we're not all great writers. In this superb textbook, Gyles Lingwood and Mark Shaw help explain how and why writing powerful, accessible and persuasive copy is so tough, yet conversely so achievable. If you want to understand what it is to be a writer in the modern advertising, branding and design industries, this book is a must read. It's little wonder that it's required reading across the UK's creative courses. Steve Spence, London College of Communication
I usually struggle when young aspirants ask me to recommend books on copywriting. My usual answer is: 'Read more. Go through ads from across the world. Research.' The next time someone asks, this book will give me a better, fresher answer. Nikhil Narayanan, Senior Creative Director, Ogilvy India
Recommended to design and engineering students to aid in the craft and structuring of written content for varied audiences and platforms. The social media angle is particularly prominent in this publication, great for communicating with disparate communities and towards building a brand. AHMED PATEL - MIDDLESEX UNIVERSITY

Gyles Lingwood (Author)

Gyles Lingwood is Director of Education (Arts) at the University of Lincoln, having previously worked in London's branding and advertising industries. His work has won a number of awards including D&AD, British Interactive Media Association and the US Creativity Awards. He is the author of Read Me: 10 Lessons for Writing Great Copy (Laurence King, 2014).

Mark Shaw (Author)

Mark Shaw was a professional copywriter for more than 30 years. He founded UK design agency Jupiter Design, and was President of Liquid Agency Europe, where he managed global brand and messaging for some of the world's leading organisations. He died in 2017.

An inspiring and essential book for everyone interested in improving the way they write. - Brian Minards, School of Advertising, Academy of Art University, San Francisco 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 revised edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications, and aspects of writing for social media are integrated throughout. There are also new interviews and case studies. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, * Copywriting, Third Edition takes you through step-by-step processes that can help you to write content quickly and effectively.

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