Copywriting is not taught in schools, yet it can be argued that it influences everyday life far more than logarithms or crop rotation. Copywriting is not taught in marketing departments or ad agencies, yet millions of pounds hang on its success or failure. But can a creative act be taught? Can you apply rules? Dominic Gettins believes so. In this book he divides the process of writing copy into eight practical steps: 1. Know your target; 2. Do your research; 3. Answer the brief; 4. Be relevant; 5. Be objective; 6. Keep it simple; 7. Know your medium; and 8. Be ambitious. Used on courses and workshops, as well as in many advertising campaigns, there are presented here so you can apply them to your own work. If you're a seasoned copywriter this should be a valuable source of ideas, quotes and examples reflecting the modern role of copy in advertising. If you're entirely new to the skill, you'll find solid principles and the guidance you need to survive. And if you simply want to improve your written communication in the office, apply these rules and observe the improvement. These rules are not intended as edicts. They carry no penalties; they're merely a useful way to structure material and endear it to the memory. They have been adopted by a number of organizations without creating a breed of grey-suited creative people who crush free thinking and drink only in moderation.