Chapter 1: Getting to grips with copywriting
Chapter 2: The art of writing great copy
Chapter 3: Writing for brand and marketing
Interview: John Simmons, The Writer
Interview: Steve Manning, Igor International
Case Study: Serious Waste Management
Case Study: Olive Media Products
Chapter 4: Writing for advertising and direct marketing
Case Study: Amnesty International
Chapter 5: Writing for retailing and products
Interview: Meredith Mathews, Half Price Books
Interview: Dan Germain, Innocent Drinks
Case Study: Method Home Products
Chapter 6: Writing for company magazines, newsletters, and internal communications
Interview: Conan Kisor, American Medical Association
Interview: Sarah McCartney, Lush Times
Case Study: Land Rover Onelife
Case Study: Kodak One Magazine
Chapter 7: Writing for catalogs
Interview: Vincent Stanley, Patagonia
Interview: Kate Tetlow, Jupiter Design
Interview: Sunita Yeomans, Creative Director, argos.co.uk
Case Study: The Territory Ahead
Chapter 8: Writing for the digital environment
Interview: Mark Santus, Romeo Empire Design
Interview: Catherine Toole, Sticky Content
Case Study: Broad Stripe Butchers