1. Know your target 2. Do your research 3. Answer the brief 4. Be relevant 5. Be objective 6. Keep it simple 7. Know your medium 8. Be ambitious
And they work. They are a proven success when used on courses and workshops, as well as in many successful advertising campaigns. Now you can apply them to your own work. If you`re a seasoned copywriter this is a valuable source of ideas, quotes and examples reflecting the modern role of copy in advertising. If you`re netirely new to the skill, you`ll find rock-solid principles and the guidance you need to survive. And if you simply want to improve your written communication in the office, apply these rules and you`ll be amazed at the improvement.
These rules are not intended as edicts. They carry no penalities; they`re merely a useful way to structure material and endear it to the memory. They have been adopted by a number of organizations without creating a breed of grey-suited creative people who hamper free thinking....Continua