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Amazon.co.uk Review
The most effective modern advertisements--in newspapers and magazines, on posters, TV, radio, Web sites or anywhere else--tend to carry very few words in relation to pictures or other "visuals". For example, a recent poster advertising The Economist read "Blunt, yet sharp". So it looks easy but don't be deceived. Actually the fewer the words on the page the more challenging they are to write, as Dominic Gettins--award-winning campaign writer for many companies including Microsoft and currently board level copywriter for Euro RSCB Wnek Gosper--makes clear in The Unwritten Rules of Copywriting. It's all down to hard work, persistence and application. "When friends tell me they like an ad of mine, they seem to think I'm a very clever person," Gettins says. "If, in conversation later, I let drop that I wrote over a hundred scripts for a particular brief, with every word and visual carefully thought out, they look at me aghast."

Gettins's book, based on series of seminars he ran for the BBC, sets out some rules and ideas for potential or less experienced copywriters, although much of the advice about grammar, simplicity, succinctness, avoidance of long words and rejection of most participles could usefully be applied to any kind of writing. Mark Twain's "Eschew surplusage" is one of his favourite quotations. Gettins argues that detailed research is vital. You must know the product, the client and the precise "audience" you're targeting with your words. Have one individual in mind to speak to with your copy, he recommends.

As you might expect it's an immaculately written and highly readable guide with never a wasted word in sight. He includes lots of photographs--entertaining as well as educative--of effective ads as examples. And did you know that "slogan" is derived from "sluaghghhairm", Gaelic for "war cry"? It's a cut-throat business, advertising. --Susan Elkin

Book Description
Copywriting is not taught in marketing departments or ad agencies, yet millions of dollars hang on its success or failure. But can a creative act be taught? Can you apply rules? Dominic Gettins believes so. In The Unwritten Rules of Copywriting he divides the process of writing copy into eight practical steps:

1. Know your target
2. Do your research
3. Answer the brief
4. Be relevant
5. Be objective
6. Keep it simple
7. Know your medium
8. Be ambitious

And they work. They are a proven success when used on courses andworkshops, as well as in many successful advertising campaigns. Nowyou can apply them to your own work. If you`re a seasoned copywriterthis is a valuable source of ideas, quotes and examples reflecting themodern role of copy in advertising. If you`re netirely new to theskill, you`ll find rock-solid principles and the guidance you need tosurvive. And if you simply want to improve your written communicationin the office, apply these rules and you`ll be amazed at theimprovement.

These rules are not intended as edicts. They carry nopenalities; they`re merely a useful way to structure material andendear it to the memory. They have been adopted by a number oforganizations without creating a breed of grey-suited creative peoplewho hamper free thinking.

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2 Reviews 5 star:  (1) 4 star:  (1) 3 star:    (0) 2 star:    (0) 1 star:    (0)           Average Customer Review (2 customer reviews)		Share your thoughts with other customers:
Most Helpful Customer Reviews   4 of 13 people found the following review helpful: Buy it, cos I'm his brother., 15 April 2003 By  "thomasgettins" - See all my reviews Dom makes the sane point that you cannot have good creative ideas without a reservoir of knowledge to draw from. Not such an obvious point, judging by all the lame ads on telly. What does the size of your advertising budget mean without ideas? Next time you have writers block, turn up this book. I'm only giving it four stars, as I understand that the author was the Mind behind the "Arg-oose" (Argos) telly ads in 2002/3 with Richard E Grant, and "Have you got a banana" with Alan Davies in the Abbey National ads. This surely has to be the Gettins family contender for its very own War Crime. Also the book has a lot of tasteful photographs of beer. ARRGHH.  Comment | Permalink | Was this review helpful to you? (Report this)   0 of 12 people found the following review helpful: If its not Unwritten then look elsewhere!, 8 Aug 2003 By  Lucy Gettins (nee Arthur Snurge) (Bucklebury, Berks) - See all my reviews I picked up The Unwritten Rules of Copywriting at a fly-blown pavement stall in Mae-Saleang, Northern Thailand last year. I was down to my last three baht and compelled to operate a foot-rickshaw – literally carrying my customers where they wanted to go - in order to pay off creditors. Three days later I found I could write well enough to take on big-money accounts, advertising a catalogue showroom, a building society and a posh variety of ice cream to gullible locals. Since then I have not had time to thank Dominic Gettins for my good fortune even though I now have enough money to buy a tub of that ice cream!  Comment | Permalink | Was this review helpful to you? (Report this) › See all 2 customer reviews...		Search Customer Reviews Only search this product's reviews