Contents
Chapter 1: Getting to grips with copywriting
Chapter 2: The art of writing great copy
Chapter 3: Writing for advertising and direct marketing
Case Study: Amnesty International
Chapter 4: Writing for retailing and products
Interview: Meredith Mathews, Half Price Books
Interview: Dan Germain, Innocent Drinks
Case Study: Method Home Products
Chapter 5: Writing for catalogs
Interview: Vincent Stanley, Patagonia
Interview: Kate Tetlow, Jupiter Design
Case Study: The Territory Ahead
Chapter 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
Chapter 7: Writing for websites and digital formats
Interview: Mark Santus, Romeo Empire Design
Interview: Catherine Toole, Sticky Content
Case Study: Broad Stripe Butchers
Chapter 8: Writing for brand, marketing, and internal communications
Interview: John Simmons, The Writer
Interview: Steve Manning, Igor International
Case Study: Serious Waste Management