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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 (Author)
4.7 out of 5 stars  See all reviews (26 customer reviews)
RRP: £16.99
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Book Description

Publication Date: 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.

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: £27.35

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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: 15.6 x 1.3 x 23.4 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Bestsellers Rank: 130,081 in Books (See Top 100 in Books)

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  • See Complete Table of Contents

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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
26 reviews
4.7 out of 5 stars
Most Helpful Customer Reviews
14 of 14 people found the following review helpful
5.0 out of 5 stars Clever, captivating and concise! 18 Oct 2011
By John Thin Silver
Format:Paperback
I probably shouldn't even write this review.

Why?

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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6 of 6 people found the following review helpful
5.0 out of 5 stars The Copywriter's Bible. 18 July 2011
By Tanya
Format:Paperback
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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3 of 3 people found the following review helpful
5.0 out of 5 stars Wordsmithing uncovered! 12 July 2011
By Mr T
Format:Paperback
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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Most Recent Customer Reviews
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 11 months ago 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 11 months ago 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 11 months ago 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 12 months ago 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 16 months ago 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 20 months ago by MR J M SPOONER
5.0 out of 5 stars Full of meaty goodness
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... Read more
Published 21 months ago by Francesca
5.0 out of 5 stars FINALLY - a copywriting book that inspires me!
I've read a lot of these types of books and this one is by far the best. Usually I get midway through them and lose the will to live - questioning how I can possibly learn anything... Read more
Published 21 months ago by S. Thompson
5.0 out of 5 stars Really good read
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. Read more
Published 21 months ago by Paul
4.0 out of 5 stars Believe the hype...
I don't normally write reviews - and am suspicious of books that have dozens of gushing comments like they've been written by a cast of Disney characters! Read more
Published 21 months ago by Nick
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