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October 27, 2009
Gabay’s Copywriting Compendium
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Category: Copywriting Books
Product Description
Marketers, creative writers, and individuals for whom copywriting forms part of their job are often required to produce innovative and engaging copy in a short space of time. Creativity is not always to hand, and therefore on some occasions additional help is required to find the right phrase, description or slogan. Gabay’s Copywriting Compendium contains a wealth of inspiring tips, ideas and descriptions to aid the writing process, such as advice on spelling and grammar, examples of rhyming words, suggested euphemisms, and odd facts. The compendium goes on to provide a “Top 25 Rules” section for a number of key topics, such as how to brainstorm, how to write innovative copy, and how to think creatively. The text has been carefully designed to ensure the material can be accessed quickly and easily, and the easy to read layout will assist copywriters in finding appropriate help at any particular moment.
* All the creative writing answers you need at your finger-tips!
* Ideal for every business wishing to write clear, convincing and powerful copy.
* Endorsed and featured by leading influential marketing organisations, trade bodies and brand leaders around the world.
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Despite the title, I think this book is actually more useful if
you are an employee or entrepreneur who occasionally
writes copy as part of your job and not for full-time copywriters.
At a whopping 700 pages, the book is a sort of
combination English usage/style guide and a
marketing/copywriting glossary. Author Jonathan Gabay
is a British copywriter who’s also penned some other
nifty books on marketing.
Experienced copywriters would probably not find this
book particularly insightful since they would most
likely already have this information in their
reference library. And the copywriting sections are
relatively brief.
But for a businessperson or student who needs a
helping hand now and then on writing well (with an
emphasis on marketing communications) Gabay’s book
would be a worthwhile purchase.
As well as the usual spelling, grammar and punctuation
advice, Gabay provides lists of metaphors, similes,
clichés, euphemisms, business quotes, famous
historical dates and general world facts.
In the marketing arena, he provides info on how to
write compelling slogans and basic copy tips for
direct mail, brochures, packaging, press releases and
posters.
Gabay writes with the sort of dry humor that Brits are
known for and it makes the volume stand out from the
usual textbook tone of style guides.
My one design complaint is the book uses a thin, san serfif typeface for the body text — not the easiest on the eyes.
Rating: 3 / 5