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How to Write Great Copy: Learn the Unwritten Rules of Copywriting (Paperback)

by Dominic Gettins (Author)

3.0 out of 5 stars See all reviews (1 customer review)

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Product details

Paperback: 192 pages
Publisher: Kogan Page; 2nd Edition edition (3 April 2006)
Language English
ISBN-10: 0749446633
ISBN-13: 978-0749446635
Product Dimensions: 22.9 x 15.5 x 1.5 cm

Average Customer Review: 3.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 453,377 in Books (See Bestsellers in Books)

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"Dominic Gettins shows that only when you know the rules can you break them...it's a shortcut to the sort of knowledge gained by trial and error over many years by the icons of the advertising business."

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“offers a great deal of help both for those who aspire to copywriting and to those who are already practicing the craft.”

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Most Helpful Customer Reviews

25 of 26 people found the following review helpful:

3.0 out of 5 stars A little confusing, really, 29 Mar 2006

By A Customer

This is the first copywriting book I've bought. I wanted to know if there were any tips, tricks or trade secrets I should know about.
The subtitle of Dominic's book 'The Unwritten Rules Of Copywriting' seemed ideal, so I eagerly devoured each chapter hoping to find them.
The Unwritten Rules, in actual fact, are plainly obvious. Ghettins strings out a list of 'pointers' as if they were gold dust that any copywriter worth their salt would already know, like 'Keep it simple', 'Know your market' etc.
The title is deceptive. It doesn't tell you 'how' to write great copy. Ghettins is clearly an experienced writer but waffles (in a conversational tone that starts to become droning after a few chapters) on theoretical information with very little reference to the practical.
The problem with this book is it isn't clear who it's aimed at. It doesn't assume you're a fledgling writer, because it delves into highly conceptual advertising on a global scale, yet it doesn't seem to assume you're a competent copywriter because most of what he's saying is just so obvious.
What the author does assume, is that copywriters only ever write for billion-pound advertising campaigns and well-known brands (not larger regional organisations etc), with occasional forays into radio broadcast.
Useful if you're after theoretical knowledge, but not really an investment for those seeking practical, helpful advice on the market and indeed the 'rules' of copywriting.

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