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Product Description
Product Description
Creating effective copywriting is of vital importance in todays design and communication industries. Well-targeted copy and a strong brand voice are essential if you want to stand out from the competition. Copywriting shows how to write for all formats and contexts, from catalogues and products to advertising and websites. It explores the challenges of commercial writing, providing the tools to become a confident and versatile copywriter. Leading industry talents from both the UK and US are interviewed, major campaigns covering all areas of the industry are illustrated in colour and examined in depth, and exercises and tips aid in developing creative writing, editing and presentation skills. Revealing the secrets of this rapidly expanding profession, Copywriting provides the skills and techniques to thrive in the world of creative commercial writing.
About the Author
Mark Shaw has been a copywriter for over 20 years. The founder of Jupiter Design, one of the UK's top 25 design agencies, he has trained many successful copywriters. Now a consultant in brand strategy and creative communications, Mark now runs bespoke copywriting seminars for corporate businesses and design students.
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Paperback
I have really enjoyed reading this book because it is:
-- COMPREHENSIVE - it has several detailed chapters on writing for websites, direct mail, shop displays, catalogues and magazines.
-- EASY TO READ - each chapter is broken down into clear sections with case studies, interviews, exercises and pictures.
Only a couple of cons:
-- Some of the time the text is written on a bright yellow background, making it hard to read. This only occurs at the beginning of each chapter and in a few other places.
-- It could be out of date in 5 years, as the world is changing so quickly. But most of the techniques and tips in the book will last forever.
SUMMARY: This book is not a complete guide to copywriting, but is a great starting point. If you want a book on websites or so on, read this book and then buy a book specifically designed for website copy etc. Overall, a very valuable book.
-- COMPREHENSIVE - it has several detailed chapters on writing for websites, direct mail, shop displays, catalogues and magazines.
-- EASY TO READ - each chapter is broken down into clear sections with case studies, interviews, exercises and pictures.
Only a couple of cons:
-- Some of the time the text is written on a bright yellow background, making it hard to read. This only occurs at the beginning of each chapter and in a few other places.
-- It could be out of date in 5 years, as the world is changing so quickly. But most of the techniques and tips in the book will last forever.
SUMMARY: This book is not a complete guide to copywriting, but is a great starting point. If you want a book on websites or so on, read this book and then buy a book specifically designed for website copy etc. Overall, a very valuable book.
1 of 1 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
Before I start my review of this book, I would like to suggest that anyone who is interested in buying a book on copywriting should buy Andy Maslen's excellent Write To Sell: The Ultimate Guide to Great Copywriting. Read that book first before reading any other book on the topic. It's arguably one of the best books on copywriting available.
Now to *Copywriting by Mark Shaw. I've awarded this book two stars for effort - it seems to have been a labour of love for Shaw and there is no doubting that he has put a lot of time and effort into his book. However, the book is completely let down by its bizarre (almost insane) layout and the tedious writing style. I'm not sure whether Shaw is at fault for this, or his publishers - I suspect a combination of both. The book covers writing for:
-advertising and direct marketing
-retailing and products
-catalogues
-company magazines/newsletters
-websites
-marketing and internal communications
Taking the layout first, the book is, quite frankly, a mess. The font is sans serif and very small, rendering it incredibly difficult to read - my eyes started to hurt just looking at some of the pages. The main text is interspersed with small quotes (in the margins and in italics) from copywriting luminaries. Dotted throughout the book are boxouts and chapter summaries, which are printed on luminous yellow pages. That there are so many of these gives the book a "Yellow Pages" feel. The case studies are presented on dull beige/grey pages, but the part-italics/part-sans serif font make reading difficult (again). Be warned, this is a very text-heavy book and it's not easy to use a reference - something you can dip in and out of. The use of imagery and examples of adverts, billboards, websites is welcomed, but let down by the awful reproductions. The paper quality isn't good and so the images haven't come out well at all.
Content-wise, at every opportunity, Shaw seems to have used four or five words when one would have done. There is no flow to the text - it's not written as an academic text, but it is completely devoid of any life. Long paragraphs of rambling text go nowhere, and at times treat the reader like an idiot (for example, "retailing is about making profits, in this case by selling products to customers who visit your premises or website"). If Shaw isn't going into minutiae details, he's straying from the topic of copywriting and covering areas such as retailing and creating product brands. He's trying to cover too much and ends up over-complicating the subject.
Overall, I found this a poor book. If you want something short and sharp on copywriting that you can keep on your desk as a reference book and read in one short sitting, then look no further than an Andy Maslen book. *Copywriting by Mark Shaw makes grim reading in comparison.
Now to *Copywriting by Mark Shaw. I've awarded this book two stars for effort - it seems to have been a labour of love for Shaw and there is no doubting that he has put a lot of time and effort into his book. However, the book is completely let down by its bizarre (almost insane) layout and the tedious writing style. I'm not sure whether Shaw is at fault for this, or his publishers - I suspect a combination of both. The book covers writing for:
-advertising and direct marketing
-retailing and products
-catalogues
-company magazines/newsletters
-websites
-marketing and internal communications
Taking the layout first, the book is, quite frankly, a mess. The font is sans serif and very small, rendering it incredibly difficult to read - my eyes started to hurt just looking at some of the pages. The main text is interspersed with small quotes (in the margins and in italics) from copywriting luminaries. Dotted throughout the book are boxouts and chapter summaries, which are printed on luminous yellow pages. That there are so many of these gives the book a "Yellow Pages" feel. The case studies are presented on dull beige/grey pages, but the part-italics/part-sans serif font make reading difficult (again). Be warned, this is a very text-heavy book and it's not easy to use a reference - something you can dip in and out of. The use of imagery and examples of adverts, billboards, websites is welcomed, but let down by the awful reproductions. The paper quality isn't good and so the images haven't come out well at all.
Content-wise, at every opportunity, Shaw seems to have used four or five words when one would have done. There is no flow to the text - it's not written as an academic text, but it is completely devoid of any life. Long paragraphs of rambling text go nowhere, and at times treat the reader like an idiot (for example, "retailing is about making profits, in this case by selling products to customers who visit your premises or website"). If Shaw isn't going into minutiae details, he's straying from the topic of copywriting and covering areas such as retailing and creating product brands. He's trying to cover too much and ends up over-complicating the subject.
Overall, I found this a poor book. If you want something short and sharp on copywriting that you can keep on your desk as a reference book and read in one short sitting, then look no further than an Andy Maslen book. *Copywriting by Mark Shaw makes grim reading in comparison.
Format:Paperback
This Book has all the information, examples and practical application you need!
whether your a novice at "copywriting" or an expert! you will definitely appreciate all this book has to offer!
whether your a novice at "copywriting" or an expert! you will definitely appreciate all this book has to offer!
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Most Recent Customer Reviews
Great advice but too many words
I bought this after seeing a presentation from the author.
He talked about being minimalistice with your words. Read more
He talked about being minimalistice with your words. Read more
Published 6 months ago by MH
Good, but ...
It's a great book giving an overview of Copywriting and excellent examples, I'd recommend it to people who'd like to start on copywriting or at least finding out about it. Read more
Published 15 months ago by Dhani
Shame about the copy
Mark Shaw has clearly put a lot of effort into producing a quality book on copywriting. 'Copywriting' is colourful, it's full of sensible advice on writing all kinds of copy and... Read more
Published on 22 Mar 2010 by THE Music Enthusiast
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