Copywriting, 2nd Edition

Table of contents

1. Cover
2. Title Page
3. Copyright
4. Contents
5. Preface
6. Introduction
7. Chapter 1: Getting to grips with copywriting
8. Chapter 2: The art of writing great copy
9. Chapter 3: Writing for brand and marketing
   1. Interview: John Simmons, The Writer
   2. Interview: Steve Manning, Igor International
   3. Case Study: Serious Waste Management
   4. Case Study: Olive Media Products
10. Chapter 4: Writing for advertising and direct marketing
    1. Interview: Diane Ruggie, DDB
    2. Interview: Will Awdry, Ogilvy
    3. Case Study: Amnesty International
    4. Case Study: MemoMind Pharma
11. Chapter 5: Writing for retailing and products
    1. Interview: Meredith Mathews, Half Price Books
    2. Interview: Dan Germain, Innocent Drinks
    3. Case Study: Method Home Products
    4. Case Study: Pret A Manger
12. Chapter 6: Writing for company magazines, newsletters, and internal communications
    1. Interview: Conan Kisor, American Medical Association
    2. Interview: Sarah McCartney, Lush Times
    3. Case Study: Land Rover Onelife
    4. Case Study: Kodak One Magazine
13. Chapter 7: Writing for catalogs
    1. Interview: Vincent Stanley, Patagonia
    2. Interview: Kate Tetlow, Jupiter Design
    3. Interview: Sunita Yeomans, Creative Director, argos.co.uk
    4. Case Study: The Territory Ahead
14. Chapter 8: Writing for the digital environment
    1. Interview: Mark Santus, Romeo Empire Design
    2. Interview: Catherine Toole, Sticky Content
    3. Case Study: Broad Stripe Butchers
    4. Case Study: Daily Candy
    5. Case Study: Creative Review Blog
15. Glossary
16. Further reading
17. Index
18. Picture credits
19. Acknowledgments