This isn’t a book about following rules. This is a book about breaking them.
You’ve seen enough copy over the course of your life to know what it looks like. All you need is the analytical framework to start putting your own words together.
By thinking like a copywriter, you will learn to approach the task from a problem solving perspective — instead of following someone else’s method, you will develop an approach and style of your own.
In nine short chapters, I cover everything from inspiration, research, and tone of voice to writing copy for the web, for advertisements, and even how to make effective emotive appeals when writing B2B. You’ll also learn about structure, editing, and how to integrate copy with design.
Featuring seventeen practical exercises to be completed as you work, this book isn’t about memorising tips or tricks, or learning how to write in a certain style — it’s about giving you the ability to find your own voice and start writing unique copy that works for you.
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