How to Write Great Copy
- Author: Dominic Gettins
- Publisher: Kogan Press
- Classification: Advertising, Copywriting, Marketing
It probably comes as no surprise that the books I enjoy most about marketing/advertising are written by copywriters. And as Gettins also recommends reading the excellent ‘Hey Whipple, Squeeze This’ he’s also a man after my own heart. So I’m expecting to enjoy this…
If you’ve read my review on ‘The Copywriter’s Handbook’ you’ll see I mention that you get your direct marketing enthusiasts and your ad guys. Dominic Gethins is very much on the side of advertising copywriting. Which is no bad thing.
This is an excellent book and one that contains a fundamental truth that I feel really gets to the heart of the copywriters job. I’ve got a print out up on the wall, and it goes like this:
Communication is a very special concept because it combines the idea of a message sent with a message received.
I can say with all honesty, message received Dominic.
The book is split into 8 rules for writing copy: (If you’re not a fan of rules, call them guidelines or suggestions, just don’t ignore them)
- Know your target market — don’t waste time speaking to the wrong people
- Research — say only what’s important
- Answer the brief — don’t waste time straying off-brief
- Be relevant — get rid of everything irrelevant
- Be objective — get rid of everything subjective
- Keep it simple — avoid all complication
- Know your medium — use the medium effectively
- Be ambitious — don’t waste opportunities
Of course where the real meet is, is in the detail of these chapters. And a hearty feast there is to be had.
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