Author(s): Mark Shaw

Lexical

Creating effective copywriting is of vital importance in today's design and communication industries. Well-targeted copy and a strong brand voice are essential if you want to stand out from the competition. "Copywriting" shows how to write for all formats and contexts, from catalogues and products to advertising and websites. It explores the challenges of commercial writing, providing the tools to become a confident and versatile copywriter. Leading industry talents from both the UK and US are interviewed, major campaigns covering all areas of the industry are illustrated in colour and examined in depth, and exercises and tips aid in developing creative writing, editing and presentation skills. Revealing the secrets of this rapidly expanding profession, "Copywriting" provides the skills and techniques to thrive in the world of creative commercial writing.