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Chapter 1: Getting to grips with copywriting
Chapter 2: The art of writing great copy
Chapter 3: Writing for advertising and direct marketing
Interview: Diane Ruggie, DDB
Interview: Will Awdry, Ogilvy
Case Study: Amnesty International
Case Study: MemoMind Pharma
Chapter 4: Writing for retailing and products
Interview: Meredith Mathews, Half Price Books
Interview: Dan Germain, Innocent Drinks
Case Study: Method Home Products
Case Study: Pret A Manger
Chapter 5: Writing for catalogs
Interview: Vincent Stanley, Patagonia
Interview: Kate Tetlow, Jupiter Design
Case Study: The Territory Ahead
Case Study: Argos
Chapter 6: Writing for company magazines and newsletters
Interview: Conan Kisor, American Medical Association
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