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Copywriting by Mark Shaw

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1 Getting to grips with copywriting

Fresh and original writing oils the wheels of every aspect of commercial activity, and language is a key element of many forms of modern design. Copywriting is not about copying – it’s about communicating in an original way. You can put a sentence together, and your imagination is alive and well, so you have everything it takes to be a creative writer. All you need are some guidelines to help you figure out when your writing is good, and a little inspiration from some practitioners in the field.

Why do I need to know about copy?

Creative writing for business is challenging and rewarding in equal measures, and when it all comes together with great design to create innovative communications it can feel like ...

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