October 2012
Beginner
240 pages
7h 58m
English
Content preview from Copywriting, 2nd EditionBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
Contents
Chapter 1: Getting to grips with copywriting
Chapter 2: The art of writing great copy
Chapter 3: Writing for brand and marketing
Interview: John Simmons, The Writer
Interview: Steve Manning, Igor International
Case Study: Serious Waste Management
Case Study: Olive Media Products
Chapter 4: Writing for advertising and direct marketing
Case Study: Amnesty International
Chapter 5: Writing for retailing and products
Interview: Meredith Mathews, Half Price Books
Interview: Dan Germain, Innocent Drinks
Case Study: Method Home Products
Chapter 6: Writing for company magazines, newsletters, and internal communications ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.