BOOK: Copywriting – Successful writing for design, advertising and marketing by Mark Shaw

Another book which I borrowed from the Library, and one which I am shamelessly re-issuing because it’s so jam packed full of good ideas!

Part of the appeal of this book is that it constantly generates ideas for me.  Every time I have a new marketing piece to put together, this book is where I start my brainstorming.

The way the layout of this book is designed is fantastic because of the many published graphic examples and actual case studies which back up each idea.

My favourite case study is that of  ‘Serious Waste Management’ (pg 206).
” The copy brief was to play around with the idea of “shit” and how to bring this to life and make it interesting, and not be afraid of adding a bit of humour, of the saucy seaside postcards type, aiming to be ‘naughty but nice’ but avoiding causing any offence.”
“The brand was not something to hide behind the scenes.  The brand strapline (‘It’s serious **it’) is basically a play on ‘it’s shit’ using asterisks to avoid offence. We did wordplays around the words ’shit’ and ‘it’ and created a list of words and phrases that we could use.”