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How To Write Better Copy (How To


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Advice on getting people to notice your copy, engage with it and do what you want them to do.

Table of Contents

  • Chapter - 1: What You Really Want is 'Effective' Copy
  • Chapter - 2: The Thinking Before the Writing
  • Chapter - 3: How to Write Your Brief
  • Chapter - 4: Getting Your Message in the Right Order
  • Chapter - 5: How to Write Your Headline
  • Chapter - 6: How to Write Your Body Copy
  • Chapter - 7: Your Second Draft: Put These Things In
  • Chapter - 8: Your Third Draft: Cut These Things Out
  • Chapter - 9: Rewrite
  • Chapter - 10: How to Lay Your Copy Out
    • Section - i: P.S. That was the theory: But what about the practice?
    • Section - ii: Notes
    • Acknowledgements - iii: Acknowledgements
    • Index - iv: Index

About the Author

Steve Harrison was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW. At HTW, he won more Cannes Lions in his discipline than any creative director in the world. That discipline was direct marketing, which means his copy was judged not by how clever it was but by how many things it sold. When he left agency life, Campaign magazine described him as 'the greatest direct marketing creative of his generation'. Steve's work appears in The D&AD Copy Book, which features the world's top 50 copywriters of the past 50 years. His How to Do Better Creative Work became the most expensive advertising book of all time when it traded on at GBP3,854 a copy. It is published in English, Mandarin, Spanish and Italian.

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