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Copy. Righter: Become a master wordsmith and harness the copywriting secrets that will win you hearts, minds... and business [Paperback]

Ian Atkinson
4.7 out of 5 stars  See all reviews (30 customer reviews)
RRP: 16.99
Price: 14.39 & FREE Delivery in the UK. Details
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Book Description

1 July 2011
An invaluable, modern guide to great copywriting, Copy. Righter. shows you how to write in a way that is brand-literate, media-savvy, utterly engaging... and irresistibly persuasive.

It will show you how to write great copy in every print and digital medium. How to use substance, style and structure. How to win hearts and minds. How to develop brilliant concepts and the psychology of persuasion.

Written by Ian Atkinson – multi award-winning copywriter and creative director – it’s packed with fascinating examples and compelling content you won’t find in any other copywriting book. In fact, whether you’re junior or senior, enthusiastic amateur or seasoned pro, it may be the only book on copywriting you’ll ever need.

And with great copywriting in great demand, there’s never been a better time to discover how to influence people using nothing more than the words on a page or screen.

Copy. Righter. will show you how.

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Frequently Bought Together

Copy. Righter: Become a master wordsmith and harness the copywriting secrets that will win you hearts, minds... and business + Write To Sell: The Ultimate Guide to Great Copywriting + The Copywriting Sourcebook: How to Write Better Copy, Faster - For Everything from Ads to Websites
Price For All Three: 38.32

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Product details

  • Paperback: 224 pages
  • Publisher: LID Publishing (1 July 2011)
  • Language: English
  • ISBN-10: 190779414X
  • ISBN-13: 978-1907794148
  • Product Dimensions: 1.3 x 15.2 x 22.9 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (30 customer reviews)
  • Amazon Bestsellers Rank: 226,029 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Ian Atkinson is a multi award-winning brand and communications consultant, creative director, author and trainer.

He is also founder and director of consultancy Sodium, running workshops on business problem solving, brand development, creativity and business writing.

After studying psychology at university he got a job in marketing, then became an agency copywriter before later becoming a board-level creative director.

He has worked on national advertising and marketing campaigns for some of the best-known brands in their sectors - including Alfa Romeo, Avis, Barclays, Cow & Gate, Dyson, Jaguar, Lloyds, Macmillan, National Geographic, Next, Oxfam, Sky, Stihl, The Royal British Legion, Toyota and Zurich.

You can find the microsites which accompany his books at thinking-tools.co.uk and copy-righter.co.uk

Product Description

About the Author

Ian Atkinson is a multi award-winning creative director at one of the UK's most successful agency groups. After studying psychology at university, he became a copywriter. He specialises in direct and digital media and has worked on advertising and marketing campaigns for some of the best-known brands in their sectors - including Avis, Barclays, Dyson, Macmillan, National Geographic, Next, Oxfam, Sky, The Red Cross and Zurich. As well as a creative director, copywriter and author, he runs regular creative training days, gives talks on creativity, advertising and marketing and is an occasional awards judge.

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Customer Reviews

4.7 out of 5 stars
4.7 out of 5 stars
Most Helpful Customer Reviews
17 of 17 people found the following review helpful
5.0 out of 5 stars Clever, captivating and concise! 18 Oct 2011
I probably shouldn't even write this review.


Because I'll end sounding like freshly recruited cultist praising the Great Old Ones.

The reason for me being so insanely delighted is that I enjoyed the book immensely - both educationally and recreationally. The author wrote the whole book as it were copy, and that in turn made everything extremely easy to read. The paragraphs were short, yet loaded with interesting and informative content. Although English isn't my first language, I could read the book rather swiftly because of the light structure.

The whole book was excellent, but one part deserves a special mention for being both excellent and something I haven't quite seen elsewhere. The examples part. By far the best I've seen anywhere. Each example was carefully analysed and explained so that the reader could get a clear picture how the ad developed from a brief into a finished piece. The examples were nicely picked so that they showcased the different mediums your copy could end up being pushed through. In overall, the part was something other authors should take notes on how to do things properly.

I'd recommend this book to every fledgeling copywriter out there. There's a chance that experienced copywriters might pick up a thing or two from it as well. Even clients who brief and review copy will find this one a really useful read. Also, if I were to pick books that I'd use in teaching copywriting, this would be the first one I'd have the students to read.

Cultist ramblings aside - if you have to read one book about writing copy, pick this one. You will not be disappointed.
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9 of 9 people found the following review helpful
5.0 out of 5 stars The Copywriter's Bible. 18 July 2011
By Tanya
This is probably the most complete book on copywriting I've got and unlike others that you read and then shelve, this one I refer back to all the time. Ok, not all the time, but pretty regularly. One of the highlights for me was the topic on coming up with concepts - not strictly to do with copywriting, but there are great approaches for thinking up juicy fresh ideas in it.

There are some really memorable writing aides in there too, like `BAM' and `SOPHIE' (you'll have to read it) and I really like `The Song Method' as a way of experimenting with writing structure.

All in all, very, very good. It favours long copy I think, but it really is the copywriter's bible. Or at the very least, the Book of Revelations!
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5 of 5 people found the following review helpful
5.0 out of 5 stars Wordsmithing uncovered! 12 July 2011
By Mr T
Just like the back cover says, "The best book on copywriting ever written"

There is so much great material in this book - what a pleasure to read something that lives up to the hype for once! I can't tell you how witty, clever and illuminating it is, you'll have to buy it for yourself. I knew a lot of the points in the first main section, though it was still a good refresher, but the content in the second section (called `How to write great copy') absolutely blew me away. I feel like I've just taken a degree in copywriting taught by someone who really is a `master wordsmith'. Thank you for writing this book!
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4 of 4 people found the following review helpful
5.0 out of 5 stars Full of meaty goodness 23 Aug 2011
Great to read a marketing book that a) is as good as the reviews say it is b) is written by someone who actually practices what they preach (in this case, writing copy on big campaigns for big clients) and c) is full of content. Honestly, Copy. Righter. gives you more in one chapter than some books do from start to finish.

It's quite an intense read because there's so much to take in and remember. But the flow is quite logical and the writing style is very conversational. I would have liked a bigger section on structure (out of 224 pages, only 4 of them are specifically about structure) but that's just a personal thing.

Overall, this book is a real find and this is the first time I've felt moved to write a review on Amazon.
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4 of 4 people found the following review helpful
5.0 out of 5 stars Really good read 11 Aug 2011
By Paul
This is a real fantastic book. It genuinely makes you stand back and think again. It's very logical and flows in a beautifully structured way. Unlike many other books in the category this book gives you useful examples that really can help you improve your approach to copy. First class. It's one of the few books that I'm going to hang onto and read over again and again.
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11 of 12 people found the following review helpful
5.0 out of 5 stars Com. Pre. Hensive. 7 July 2011
By Rammy
Having just finished the book, I wanted to give a review which gives a bit more of an insight as to what's in it. In a word: plenty. It's split into 5 sections: how to write good copy, how to write great copy, 25 top tips, examples and appendices.

The `good copy' section covers the fundamentals of copywriting, like how to have a clear objective, understanding your audience, tone of voice and even some useful reminders for punctuation and grammar.

The `great copy' section (which is the biggest section in the book) covers style, structure, media, brands, concepts and psychology. I think most of these chapters could have become a book in their own right, they're so well covered. There are some memorable anecdotes in there too, like the psychology behind `Deal or no Deal' or when the author had to write a piece as Margaret Thatcher.

The top tips section was a useful reminder of 25 copy techniques all in one place. To give an idea of how comprehensive this book is, just one of those tips explained 20 different types of wordplay.

Then the examples section has copy written by the author, commented on by the author, which I've never really seen in a copy book before.

Finally, and surprisingly for appendices, the last section has some interesting chapters too, for copywriters and also for people who work with copywriters (like how to give feedback without sucking every last drop of life out of the work).

It was 224 pages well spent and reminded me why I wanted to be a copywriter in the first place. If it ever comes out as an e-book I might even get a copy for my Kindle too. Cheers.
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Most Recent Customer Reviews
5.0 out of 5 stars Great book!
This is the most inspiring book on copywriting I've read. Very easy to read and full of useful tips to improve your writing.
Published 4 months ago by Clint
5.0 out of 5 stars Great Service
Very comprehensive book and great service in providing it so quickly. Thank you for the service and I will be more than happy to use them again.
Published 12 months ago by Richard S Wallace
5.0 out of 5 stars Enjoyable reading
For a first-timer reading about the subject this book looks like a good introduction. I do not believe it will make me an expert in an instant but certainly helps avoid some of the... Read more
Published 12 months ago by MKN
5.0 out of 5 stars Extremely helpful and inspiring book on copyrighting

When I had to write new content for my website I went and bought a stack of books from Amazon on "how to write copy that sells'. Read more
Published 13 months ago by Bugei
4.0 out of 5 stars book review
Although I'm not a copywriter or a 'creative' and I am French!!! I really enjoyed Copy. Righter. It's a complete guide to copywriting from beginner to expert. Read more
Published on 26 Jun 2012 by frenchsuit
1.0 out of 5 stars AstroTurf
Be wary of a book, by an unknown, with so many four star reviews.

It's been a 'astroturfed'

Instead buy, Drayton Bird, John Caples, Andy Maslen, Joe Sugarman... Read more
Published on 13 Jun 2012 by Carol Mathison
5.0 out of 5 stars Could your prose do with a little more punch?
Packed to the brim with handy hints, tips and ideas, this book is not just for copywriters. I stumbled across this little patch of brilliance in my quest to improve my business... Read more
Published on 30 May 2012 by Rosie
5.0 out of 5 stars A masterclass in copywriting - this book is my bible.
Ian Atkinson: the copy righter who can do no wrong!

This easy-to-read, quick-to-inspire book is a masterclass in good writing and never leaves my desk. Read more
Published on 7 May 2012 by Peter
4.0 out of 5 stars Need to write to influence? Start here!
Hi... I've just read this tantalisingly tasty tome that will transform your writing skills. I won it in a draw - thanks Ian! Read more
Published on 3 Jan 2012 by Smog
5.0 out of 5 stars Considered, elegant, pragmatic
If you want to learn how to write copy or you need your skills refreshing look no further than this excellent handbook. Read more
Published on 2 Sep 2011 by MR J M SPOONER
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