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by Mark Shaw
Copywriting
Half Title
Title Page
Copyright
Contents
Introduction Copywriters learning from bakers and swimmers
1 Getting to grips with copywriting
2 The art of writing great copy
3 Writing for advertising and direct marketing
Interview: Diane Ruggie, DDB
Interview: Will Awdry, Ogilvy
Case Study: Amnesty International
Case Study: MemoMind Pharma
4 Writing for retailing and products
Interview: Meredith Mathews, Half Price Books
Interview: Dan Germain, Innocent Drinks
Case Study: Method Home Products
Case Study: Pret A Manger
5 Writing for catalogs
Interview: Vincent Stanley, Patagonia
Interview: Kate Tetlow, Jupiter Design
Case Study: The Territory Ahead
Case Study: Argos
6 Writing for company magazines and newsletters
Interview: Conan Kisor, American Medical Association
Interview: Sarah McCartney, Lush Times
Case Study: Land Rover Onelife
Case Study: Kodak One Magazine
7 Writing for websites and digital formats
Interview: Mark Santus, Romeo Empire Design
Interview: Catherine Toole, Sticky Content
Case Study: Broad Stripe Butchers
Case Study: Daily Candy
8 Writing for brand, marketing, and internal communications
Interview: John Simmons, The Writer
Interview: Steve Manning, Igor International
Case Study: Serious Waste Management
Case Study: Olive Media Products
Further reading
Index
Picture credits
Acknowledgments
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Copywriting
Successful writing for design,
advertising and marketing
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