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Mark Shaw

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Copywriting: Successful Writing for Design, Advertising, Marketing Kindle Edition

by Mark Shaw (Author) Format: Kindle Edition

4.1 11 ratings

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Many people train in graphic design and typography, but writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease.

Using a series of exercises and illustrated examples of award-winning campaigns and communication, Copywriting takes you through step-by-step processes that can help you to write content quickly and effectively.

With insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting-edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter.

With chapters devoted to each specific medium, the book teaches the art of writing great copy for advertising and direct marketing, retailing, catalogues, company magazines, websites, branding and more.

About the Author

Mark Shaw has been a copywriter for 20 years, starting out as an advertising agency writer before freelancing for marketing departments. In 1995, he incorporated graphic design into his business, creating Jupiter Design, one of the UK's top 25 design agencies. He now runs copywriting seminars for corporate businesses and design students, is a branding adviser on the Design Council's "Immerse" project, and a business consultant to numerous creative agencies. --This text refers to an out of print or unavailable edition of this title.

Print length

442 pages
Language

English
Sticky notes

On Kindle Scribe
Publisher

Laurence King Publishing
Publication date

March 2, 2009
File size

36388 KB
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Product details

ASIN ‏ : ‎ B08XS5Q7H1
Publisher ‏ : ‎ Laurence King Publishing (March 2, 2009)
Publication date ‏ : ‎ March 2, 2009
Language ‏ : ‎ English
File size ‏ : ‎ 36388 KB
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Not Enabled
Sticky notes ‏ : ‎ On Kindle Scribe
Print length ‏ : ‎ 442 pages

Best Sellers Rank: #2,695,513 in Kindle Store (See Top 100 in Kindle Store)
- #1,736 in Communication Reference (Kindle Store)
- #2,669 in Academic & Commercial Writing Reference
- #6,839 in Communication Reference (Books)

Customer Reviews:
4.1 11 ratings

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4.1 out of 5

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Newenglandwriter

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Reviewed in the United States on September 17, 2012

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This book is a very hands on guide to getting in the right headspace for copywriting. I'm a jack of all trades when it comes to media production but I've been looking to hone my skills. This book is all of the information I could have needed and it is very well written. I recommend this book to anyone novice or seasoned professional alike.

One person found this helpful

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Daniel Schut

Helpful pointers for copywriters

Reviewed in the United States on April 25, 2012

I read this book a while ago. I liked it because of the following reasons:

1. actual, helpful tips for someone who wants to get going as a copywriter, in stead of 'sage advice', which provides inspiring quotes but not much actual technique. I'm looking at you, Saatchi, with your 'brutal simplicity of thought' or you, Arden, with your 'It's not how good you are, .. '

2. It has great case studies and interviews with industry leaders, providing practical applications and examples of the tools discussed.

3. It has exercises. Writing is a matter of exercising your pen - you learn it best by doing it, not reading about it. The exercises are simple, but effective.

All in all, a good, useful book. If you're doubting between this book and something Saatchi or Arden wrote, take this one.

6 people found this helpful

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Anna

I like the book

Reviewed in the United States on March 21, 2016

Verified Purchase

I like the book, I am still writing. I think it will help me and give me ideas to write great ads.

Helpful

Jeff Lippincott

Neat simple textbook for entrepreneurs and small business owners who are responsible for a myriad of copywriting activities.

Reviewed in the United States on August 6, 2009

I liked this textbook. I found it to be well outlined and well written. It has an introduction, eight chapters, and an appendix that provides options for further reading. If you are interested in creative writing as it applies to business (ad copy, Web site copy, direct marketing copy, newsletter copy, etc), then you will find this to be an excellent book to read and work through.

Except for the first two wonderful chapters, each chapter included two interviews and two case studies. I found these chapters to be very helpful in covering different aspects of business creative writing. Also included were good checklists, exercises, and roundups.

I would have liked the book better if the text fonts were a little larger and not nearly as thin. As a result of what I was provided it took me a little longer to read this book than it should have. It was hard to sail through this book because of the type fonts. Also, I didn't find the appendix material to be very impressive.

But the book provides valuable insights into copywriting and I honestly believe any entrepreneur or small business owner would do themselves a favor to get a copy of this book in order to help them make their copywriting better which will make more things happen for their businesses. 5 stars!

14 people found this helpful

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Top reviews from other countries

Anrika

Great book

Reviewed in the United Kingdom on January 30, 2020

Verified Purchase

Only a couple chapters in but this book has already helped me organise my work and the briefs I take. Great handy book so far!

Mel Twain

pretty good for its time, now time has changed

Reviewed in Germany on July 16, 2014

Verified Purchase

This is a pretty good book for when it was written. There are a lot of good tips and knowledge that can help anyone interested in copywriting.

E. M. Hobo

A beautiful but not so handy coffee table book on copywriting

Reviewed in the United Kingdom on April 7, 2015

Verified Purchase

It's a beautiful book, but I would call this a coffee table book, that's fun for people visiting your advertising agency to browse through. There's plenty of information in there too, but it's relatively buried and steers clear from the "keep it simple" principle, that copywriters should stick to. It focuses too much on the looks of the book.

Gurminder

Tedious book made worse by insane layout

Reviewed in the United Kingdom on February 23, 2011

Verified Purchase

Before I start my review of this book, I would like to suggest that anyone who is interested in buying a book on copywriting should buy Andy Maslen's excellent Write To Sell: The Ultimate Guide to Great Copywriting . Read that book first before reading any other book on the topic. It's arguably one of the best books on copywriting available.

Now to *Copywriting by Mark Shaw. I've awarded this book two stars for effort - it seems to have been a labour of love for Shaw and there is no doubting that he has put a lot of time and effort into his book. However, the book is completely let down by its bizarre (almost insane) layout and the tedious writing style. I'm not sure whether Shaw is at fault for this, or his publishers - I suspect a combination of both. The book covers writing for:

-advertising and direct marketing
-retailing and products
-catalogues
-company magazines/newsletters
-websites
-marketing and internal communications

Taking the layout first, the book is, quite frankly, a mess. The font is sans serif and very small, rendering it incredibly difficult to read - my eyes started to hurt just looking at some of the pages. The main text is interspersed with small quotes (in the margins and in italics) from copywriting luminaries. Dotted throughout the book are boxouts and chapter summaries, which are printed on luminous yellow pages. That there are so many of these gives the book a "Yellow Pages" feel. The case studies are presented on dull beige/grey pages, but the part-italics/part-sans serif font make reading difficult (again). Be warned, this is a very text-heavy book and it's not easy to use a reference - something you can dip in and out of. The use of imagery and examples of adverts, billboards, websites is welcomed, but let down by the awful reproductions. The paper quality isn't good and so the images haven't come out well at all.

Content-wise, at every opportunity, Shaw seems to have used four or five words when one would have done. There is no flow to the text - it's not written as an academic text, but it is completely devoid of any life. Long paragraphs of rambling text go nowhere, and at times treat the reader like an idiot (for example, "retailing is about making profits, in this case by selling products to customers who visit your premises or website"). If Shaw isn't going into minutiae details, he's straying from the topic of copywriting and covering areas such as retailing and creating product brands. He's trying to cover too much and ends up over-complicating the subject.

Overall, I found this a poor book. If you want something short and sharp on copywriting that you can keep on your desk as a reference book and read in one short sitting, then look no further than an Andy Maslen book. *Copywriting by Mark Shaw makes grim reading in comparison.

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