Book Summary: Copywriting – Successful Writing for Design, Advertising Summary

Copywriting Successful Writing for Design Summary –

Writing copy is often assumed to be a natural talent.

However, there are simple techniques you can employ to craft strong written content with ease


Copywriting: Successful Writing for Design, Advertising and Marketing summary


Copywrtiting doesn’t have to be hard with the right formula and techniques.  

Learn how to write from experience copywriters for digital media, branding, advertising, direct marketing,

retailing, catalogs, company magazines, and internal communications.



  1. Write for your audience don’t try to be clever or witty

  2. Know your target audience inside out, go beyond demographics, where they live, jobs, hobby, language and words they use etc

  3. Target those people who are already have some interest in your product

  4. Some people will never buy no matter how good your copy, some will buy no matter how bad your copy is

  5. Get their attention by promising a result but never over promise

  6. Hold their attention by explaining the why and how to them

  7. Your tone should be warm and inviting

  8. It’s better for people to want to buy from you than for you to sell to them

  9. Being sold is annoying and intrusive

  10. Make sure all your copy is interesting, involved the client and have call to action

  11. Headline must grab attention and provoke interest

  12. First paragraph must reward reader for reading and promising more interesting down below

  13. Body copy must deliver the promise

  14. Offer new promises later in the copy and deliver before the end

  15. Final paragraph is for reminding readers about the promises, how will they be fulfilled and tell them what action to take next

  16. Create a word bank that evokes feeling

  17. Create a brand dictionary, use “our people” not “our staff”, use “our stores” not “our outlets”.

  18. Don’t use jargons that normal people wouldn’t understand

  19. Have a set of tone of voice phrases that characterize your brand based on your target audience

  20. Take a great brief from the client to write a great copy

  21. What are client expecting, previous advertising strategy.

  22. Know in detail who are the clients and how is the marketplace

  23. Find out audiences’ aspirations, lifestyle, attitude

  24. Find out their current opinion on your product

  25. What is the core message and supporting evidence?

  26. What is the USP and creative direction ?

  27. Imagine the world through their eyes

  28. Reduce unnecessary words, make sure the message suits the design

  29. Make the message believable in the audience’s language

  30. Graphic design gives brand an identity and copywriting provides the details

  31. Make sure your brand name sounds good in other languages as well

  32. Use before and after to show effectiveness of your product

  33. Use Fear, uncertainty and doubt to highlight the risk with humor of not using your product

  34. Use wit like word play or phrase with a twist in meaning

  35. Criticize the competitor’s product subtly

  36. Use Intrigue, gimmicks and provocation to

  37. Make the headline personal, strong, simple, intriguing, specific, urgency

  38. Strategy for retail marketing are free samples, vouchers, charity campaign, store card,

    in-store events, BOGOF & discounts, introduce a friend, loyalty promotions,Bargains, supplier-funded, advice & insight

  39. Create a smooth customer journey in the store, window displays > store entrance > directional signage > hanging signs > eye level merchandising > on shelf > easy purchasing

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