Gabay's Copywriting Compendium [Hardcover]

Jonathan Gabay (Author)

Book Description

Publication Date: June 24, 2005 | ISBN-10: 0750664029 | ISBN-13: 978-0750664028

Marketers, creative writers, and individuals for whom copywriting forms part of their job are often required to produce innovative and engaging copy in a short space of time. Creativity is not always to hand, and therefore on some occasions additional help is required to find the right phrase, description or slogan. Gabay's Copywriting Compendium contains a wealth of inspiring tips, ideas and descriptions to aid the writing process, such as advice on spelling and grammar, examples of rhyming words, suggested euphemisms, and odd facts. The compendium goes on to provide a "Top 25 Rules" section for a number of key topics, such as how to brainstorm, how to write innovative copy, and how to think creatively. The text has been carefully designed to ensure the material can be accessed quickly and easily, and the easy to read layout will assist copywriters in finding appropriate help at any particular moment.

* All the creative writing answers you need at your finger-tips!
* Ideal for every business wishing to write clear, convincing and powerful copy.
* Endorsed and featured by leading influential marketing organisations, trade bodies and brand leaders around the world.

Editorial Reviews

Book Description

The definitive companion for copywriters offering guidance and inspiration for producing captivating copy at a glance

About the Author

Jonathan Gabay is a trainer, coach and creative strategist, and has vast experience of marketing throughout his career, holding positions such as the Creative Director of the Direct Marketing division at Moorgate Plc, the Creative Marketing Group Head at Saatchi and Saatch plc, the Creative Marketing Director at DPA, and the Head of the Direct Marketing Division at GGA. Jonathan has acted as coach and mentor to some of Europe's leading creative companies such as Hawksmere training, Reed Training, Accenture, KPMG, Anderson Consulting, Sun Microsystems, Oracle, Vodafone, Creative Labs, Clearwater Communications, Barclays Bank, Hayes Modems, Turner Television, Nyman Libson, Paul YKK Zips, Computacenter, Compaq, and James Capel. He also works closely with the CIM. In five years he has addressed around 2000 leading marketers from top UK companies. Key roles include acting as an advisor on creativity and the Web to the Marketing Society, a copywriter on leading through-the-line-brands, and a Web creative strategist for leading e-markets. He is also a Media spokesperson on the Web and imaginative marketing.

Product Details

• Hardcover: 704 pages
• Publisher: Butterworth-Heinemann (June 24, 2005)
• Language: English
• ISBN-10: 0750664029
• ISBN-13: 978-0750664028
• Product Dimensions: 9.5 x 6.5 x 1.4 inches
• Shipping Weight: 3 pounds (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #4,008,672 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

3.0 out of 5 stars Useful Reference Book For Business People, September 10, 2005

By 

David Coyne "dc-infobiz.com" - See all my reviews
(REAL NAME)   

This review is from: Gabay's Copywriting Compendium (Hardcover)

Despite the title, I think this book is actually more useful if

you are an employee or entrepreneur who occasionally

writes copy as part of your job and not for full-time copywriters.

At a whopping 700 pages, the book is a sort of

combination English usage/style guide and a

marketing/copywriting glossary. Author Jonathan Gabay

is a British copywriter who's also penned some other

nifty books on marketing.

Experienced copywriters would probably not find this

book particularly insightful since they would most

likely already have this information in their

reference library. And the copywriting sections are

relatively brief.

But for a businessperson or student who needs a

helping hand now and then on writing well (with an

emphasis on marketing communications) Gabay's book

would be a worthwhile purchase.

As well as the usual spelling, grammar and punctuation

advice, Gabay provides lists of metaphors, similes,

clichés, euphemisms, business quotes, famous

historical dates and general world facts.

In the marketing arena, he provides info on how to

write compelling slogans and basic copy tips for

direct mail, brochures, packaging, press releases and

posters.

Gabay writes with the sort of dry humor that Brits are

known for and it makes the volume stand out from the

usual textbook tone of style guides.

My one design complaint is the book uses a thin, san serfif typeface for the body text -- not the easiest on the eyes.