How To Write Better Copy

ISBN-13: 9781509814572 / Angielski / Miękka / 2016 / 160 str.

Steve Harrison

Opis

Whether you're a writer in need of inspiration, a one-woman-band drumming up work from new clients, or simply want to persuade your colleagues to adopt your view, this book will help you write better copy. It starts with thinking before writing, and the all-important Brief, then takes you step-by-step from writing a headline to getting the response you want from readers.

O autorze

Steve Harrison was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW. At HTW, he won more Cannes Lions in his discipline than any creative director in the world. That discipline was direct marketing, which means his copy was judged not by how clever it was but by how many things it sold. When he left agency life, Campaign magazine described him as 'the greatest direct marketing creative of his generation'. Steve's work appears in The D&AD Copy Book, which features the world's top 50 copywriters of the past 50 years. His How to Do Better Creative Work became the most expensive advertising book of all time when it traded on Amazon.co.uk at £3,854 a copy. It is published in English, Mandarin, Spanish and Italian.