This is a book for the ad agency copywriter. I say that because so much copywriting literature is really about direct response advertising. In his fast-reading book, British creative director Dominic Gettins prefaces it with his own definition of the copywriter’s work:

“What we really do is conceptualize. We take the base commercial desires of our clients and fashion them into ideas that `resonate’ (a buzz word in every sense) with consumers. Subsequently that idea may need to be expressed in print, radio, online, or television, or whatever the most appropriate medium might be. That might involve some actual writing. For me the real creative work lies in taking those sometimes complex marketing objectives and distilling them down to a simple communicable idea that can change attitudes and, ultimately, behaviour.”

The slim little book is organized around eight rules:

(1) Know your target market. (2) Do research. (3) Answer the brief. (4) Be relevant. (5) Be objective. (6) Know your medium. (7) Keep it simple. (8) Be ambitious.

But in advertising, knowing when to break the rules is its own rule. To create a great ad, these steps can’t be followed in sequential order. But Gettins knows this. Instead, each rule is a starter for a conversation.

In its endearingly self-satisfied style, the rules are used to explain examples of ads. From there, Gettins grabs your finger and puts it on exactly what makes each one work. The value of this is powerful. After all, this is a trade where great work cannot come from an engineered process.

But Gettins’ deconstructions can help each of us see the hidden elements behind smart ads. With this, we can apply these nuggets of greatness to our own process. That’s exciting, and certainly worth looking past the sometimes-confusing British advert industry lingo. In fact, this little paperback has already become one of the most important in the collection above my desk. And no — you can’t borrow it.
Rating: 5 / 5

I am an advertising student and found that this book provided good tips on how to be a better copywriter. However, it’s written by a copywriter in the UK, so some of the language used can be confusing at times. There are still multiple US examples though. I’d recommend this book to anyone who’s interested in studying copywriting.
Rating: 4 / 5

Great book as a resource. You’ll need to buy other books for a more comprehensive understanding of how to write copy.
Rating: 3 / 5

Start Learning Copywriting can be scary.

You always feel what you wrote has some missing elements.

You feel more comfortable when you have strong pillar to hold on.

You like many practical examples and explanation why it works.

You also like to have complete picture of essential elements in Great copy.

I am sure you also want to know what are the hidden tactics you can use even if you are just a starter in writing sales copy.

Don’t blink, this book is what you need.

I wish I own it when I first learn copywriting, but now I own it makes my sales copy even stronger than before
Rating: 5 / 5