Download PDF by Dominic Gettins: How to Write Great Copy: Learn the Unwritten Rules of

By Dominic Gettins

ISBN-10: 0749446633

ISBN-13: 9780749446635

ISBN-10: 0749448628

ISBN-13: 9780749448622

Dominic Gettins spent a long time writing reproduction and coaching others to take action. right here, he sincerely demonstrates his skill to get his message throughout and exhibits readers tips to do an analogous.

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About heroically solving problems quickly. An organization might feel the same way. There’s a natural urge to have the client 14 Introduction pleased with you on a day-to-day basis. But although it’s arguably more impressive to score 9/10 for a job completed in five minutes, copywriting is not a gymnastic event where you score marks for difficulty. You’re better off using the time available properly to score 10/10. ’ Unfortunately, attaining straight 10s can take not just weeks, but years of practice and experience.

You don’t need to remember the different filters for indoor and outdoor filming. A general knowledge is all you’re after, something in the back of your brain that may one day inform your work. In day-to-day work, you can probably convince yourself that you’ve satisfied Rule 1 very early in the process. ’ Simplistic as it sounds this actually isn’t a bad way to think as it helps bring the idea of advertising down to earth. When Richard Philips wrote the Beatty commercials starring Maureen Lipman for British Telecom, he was instructed to think of the target market as his own mother and he did exactly that.

In some instances, the long-term situation is not affected much either way, but there are others when it can mean the life or death of a brand, or even just life or death. When HIV/AIDS first became a terrorizing disease, the public health message was conducted in Britain with a gravity and symbolism that seemed appropriate. But appropriate to whom? The media? Old ladies? Politicians? The problem was that this was a real disease killing real people. The at-risk group were not being well served by millions spent making the right noises to opinion leaders and gossip columnists.

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How to Write Great Copy: Learn the Unwritten Rules of Copywriting by Dominic Gettins


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