Firstly, I would like to thank Lu for all the support she gave me over the years as I pursued my copywriting career, and for giving me the idea to draw on my copywriting experiences to write a textbook. Also, I would like to thank both John Boardman at Milestone Seminars and Alison Barnes and Rob Harland at Nottingham Trent University’s design school for letting me develop and fine-tune my teaching material with real, live audiences.

It’s not until you begin to teach others that you start to realize the full challenges and intricacies of your discipline, and it is my work training and developing the copywriters at Jupiter Design over 15 years that is the primary source of this book. I am proud to have provided the environment ...

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