Copywriting, Second edition

Mark Shaw has been a professional copywriter for more than 25 years. The founder of Jupiter Design, one of the UK's top 25 design agencies, he is now the President of Liquid Agency Europe, where he manages global brand and messaging for some of the world's leading organisations. Mark is also a practising design associate at the Design Council in the UK and a visiting fellow at Nottingham Trent University. He regularly lectures on copywriting, messaging and branding, and writes a weekly creative industries column for the Nottingham Post.

Ch. 1 Getting to grips with copywriting This chapter explores 'tone of voice' as a key element of successful copywriting. There will be a discussion on the 'hidden structure' of long copy and the difference in format to short copy as well as top tips on managing personal opinions. Ch. 2 The art of writing great copy This chapter defines the concept of a brief and its importance, value and role. Different types of briefs are discussed, including client briefs, agency briefs and project briefs. The chapter includes examples of briefs and an expanded section on 'concepting'. Ch. 3 Writing for brand and marketing This chapter looks at good and bad examples of brand and marketing communications and the challenges of re-branding or creating a new brand. Ch. 4 Writing for advertising and direct marketing Updated text on the profiling your audience, with added techniques to help students develop their understanding of target audiences, including online audiences. The chapter also looks at the difference between advertising and direct marketing. Ch. 5 Writing for retailing and products This chapter includes new information about online retailing and brand naming. New retail case study Ch. 6 Writing for company magazines, newsletters and internal communications This chapter covers internal communications, including a new section on writing for the internal audience, both staff and stakeholders. Ch. 7 Writing for catalogues This chapter explains what makes catalogues different, with updated information to reflect current online catalogue thinking and practice. New online catalogue interview with Sunita Yeomans, Creative Director, argos.co.uk Ch. 8 Writing for the digital environment This chapter will focus on writing for online content, including techniques to help students write for blogs and social media. New case study on writing for blogs and social media