Brilliant Copywriting: How to craft the most interesting and effective copy imaginable (Brilliant (Prentice Hall)) (Brilliant Business) PDF
Preview Brilliant Copywriting: How to craft the most interesting and effective copy imaginable (Brilliant (Prentice Hall)) (Brilliant Business)
Roger Horberry Craft the most b effective copy r i l l i imaginable. a n t If you’ve ever tried to create a really persuasive piece of copy that grabs your C Copywriting reader’s attention, then you’ll know it’s harder than it looks. Wouldn’t it be o helpful to have an expert on hand to reveal all their tips and tricks? To coach p you through the entire process? Someone to tell you how the professionals y really do it? Well, that’s exactly what this book does. w r BRILLIANT OUTCOMES i t i • Excite and persuade people with words n • Learn the trade secrets of top-notch writers g • Get results by getting people to read and act on your words ‘Keep it clear, keep it simple, make it brilliant and original. I’ve been saying that for years. It’s a real joy to find that How to craft the Roger and I think alike. Read the book and learn. Yes, it is brilliant.’ most interesting Wally Olins, Chairman, Saffron Brand Consultants H and effective copy o r b £10.99 e imaginable MARKETING/ADVERTISING r r y Visit us on the web www.pearson-books.com CVR_HORB7347_01_CVR.indd 1 19/5/09 12:26:28 A01_HORB7347_01_SE_PRELIMS.QXP:A01_HORB7347_01_SE_PR 5/6/09 10:59 Page i brilliant copywriting A01_HORB7347_01_SE_PRELIMS.QXP:A01_HORB7347_01_SE_PR 5/6/09 10:59 Page ii A01_HORB7347_01_SE_PRELIMS.QXP:A01_HORB7347_01_SE_PR 5/6/09 10:59 Page iii brilliant copywriting How to craft the most interesting and effective copy imaginable Roger Horberry A01_HORB7347_01_SE_PRELIMS.QXP:A01_HORB7347_01_SE_PR 5/6/09 10:59 Page iv PEARSONEDUCATIONLIMITED EdinburghGate HarlowCM202JE Tel:(cid:1)44(0)1279623623 Fax:(cid:1)44(0)1279431059 Website:www.pearsoned.co.uk FirstpublishedinGreatBritainin2009 ©PearsonEducationLimited2009 TherightofRogerHorberrytobeidentifiedasauthorofthisworkhasbeen assertedbyhiminaccordancewiththeCopyright,DesignsandPatentsAct 1988. ISBN:978-0-273-72734-7 BritishLibraryCataloguing-in-PublicationData AcataloguerecordforthisbookisavailablefromtheBritishLibrary LibraryofCongressCataloging-in-PublicationData AcatalogrecordforthisbookisavailablefromtheLibraryofCongress Allrightsreserved.Nopartofthispublicationmaybereproduced,storedina retrievalsystem,ortransmittedinanyformorbyanymeans,electronic, mechanical,photocopying,recordingorotherwise,withouteithertheprior writtenpermissionofthepublisheroralicencepermittingrestrictedcopying intheUnitedKingdomissuedbytheCopyrightLicensingAgencyLtd,Saffron House,6–10KirbyStreet,LondonEC1N8TS.Thisbookmaynotbelent, resold,hiredoutorotherwisedisposedofbywayoftradeinanyformof bindingorcoverotherthanthatinwhichitispublished,withouttheprior consentofthePublishers. ThepublisherswouldliketothankMovieMakerMagazineforpermissionto reproducetheextractonpage58. 10 9 8 7 6 5 4 3 2 1 13 12 11 10 09 IllustrationsbyMarkGravil,[email protected] Typesetin10/14ptPlantinby3 PrintedandboundbyHenryLingLtd,attheDorsetPress,Dorchester,Dorset Thepublisher’spolicyistousepapermanufacturedfromsustainableforests. A01_HORB7347_01_SE_PRELIMS.QXP:A01_HORB7347_01_SE_PR 5/6/09 10:59 Page v For Lindsay,Lucy,Lotte and George. Now you know what I do all day. A01_HORB7347_01_SE_PRELIMS.QXP:A01_HORB7347_01_SE_PR 5/6/09 10:59 Page vi A01_HORB7347_01_SE_PRELIMS.QXP:A01_HORB7347_01_SE_PR 5/6/09 10:59 Page vii Contents Abouttheauthor viii Acknowledgements ix Howtousethisbook x Preface xi part 1 Background 1 1 Thebasics 3 2 Threekeythoughts 17 3 Brandsandtoneofvoice 31 part 2 Method 43 4 Before 47 5 During 59 6 After 81 7 Here’soneImadeearlier 91 part 3 Interviews 105 8 Howbrilliantcopywriterswritetheircopy 107 Bibliographyandfurtherreading 157 A01_HORB7347_01_SE_PRELIMS.QXP:A01_HORB7347_01_SE_PR 5/6/09 10:59 Page viii About the author I’mRogerHorberry,I’mmarriedwithtwochildrenandIlivein NorthYorkshire.By day I’m a freelance copywriter working for various design, branding and advertising agencies. By night I makewilfullyobscuremusic.Overthelast25yearsI’vereleased ten CDs that together have earned me literally hundreds of pounds.Brilliant Copywriting is my first full-length book. Write to me at [email protected]. A01_HORB7347_01_SE_PRELIMS.QXP:A01_HORB7347_01_SE_PR 5/6/09 10:59 Page ix Acknowledgements I’d like to express my considerable gratitude to John Simmons for his endless encouragement and support, my wife Lucy Wilson for putting up with me being weird for weeks at a time, the good people at www.26.org.uk (a not-for-profit writers’ group dedicated to inspiring a greater love of words in business and in life), and my marvellous copywriter interviewees in Part 3.A tip o’the hat to you all.
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