Copywriting for brothers and sisters

Read Me is a manual for copywriters. Ten practical lessons about to create compelling Ad copies, whether it is for online, or offline campaigns. This book is a way to get into the world of copywriting, by understanding what it means and what it is for.

Read Me. 10 Lessons for Writing Great Copy.

By Roger Horberry & Gyles Lingwood. Laurence King Publishing Ltd, 2014. £20.00 (aprox) ISBN 9781780671819

In the adventure of discovering the meaning of copywriting, there’re a lot of manuals that show the tricks of the industry in four, six or ten steps. All of them have different teaching techniques as they use common figures of speech to make the reading pleasurable and picture what means to be a copywriter. The exercises at the end of every lesson make Read Me an original manual, as it encourages the readers to take the challenge by putting in practice what they have just learned.

The writers’ professional profiles in the social media can rather be surprising. It shows the kind of perfect start of their professions into the industry. Somehow it makes one imagines that while a working to middle-class toddlers are learning how to say ‘dad-dy’, they just had said in plain English: ‘I want to be a copywriter’.

As Barrymore and Portman, each of them has several other books on the same subject. If Read Me is a great way to start getting knowledge on copywriting ‘stuffs’, it is possible to be confident that the other ones could exceed readers’ expectations.

Read Me is 10 lessons – book with a lot of colorful examples of Ad copies.  In each lesson, the writers present other copywriters’ anecdotes who expose their own professional experience about the subject in question. As a plus, every chapter has homework to be completed, which analogically simulates workshops.

Who is this book for?

“All brothers and sisters of the word are welcome here”

First steps.

The first two lessons are the basic of the copywriting. Let’s say that they’re the nature of copywriting and how brand-writing fits into this context.  Once the reader gets familiar with the basics, the next step is how to create a copy. The core of the lesson is the planning process. In here, writers convey a series of different techniques to identify the problem, the solution and the purposes of the Ad copy.

Orwell’s momentum.

The lessons third and fourth are rather interesting. Memorability is the main course of the third chapter.  To get it, the copywriter in training needs to use the imagination, while mastering the words in a playful way. Thus, the ad copy will be able to connect with its audience. It’s all about the ‘twisting language just a little (p. 53). The ground of the fourth lesson is on Orwell’s essay, ‘Politics and the English language’. Writers show us the best practice for writing a clear piece of copy, making it as meaningful as possible.

Audience and stories.

Everything is about audience. Writing for the audience means to be on their shoes, by identifying and solving their problems and not the clients’ ones. In this adventure, tone of voice and readers’ interests are aspects that should be covered by the Ad copy. Meanwhile, storytelling is at the midpoint of the sixth lesson. For the authors, storytelling seems to be the ability of connecting emotionally with the readers.

Brand, branding, branders.

At this point of the book, the reflector is on the ‘B word’. In here, the readers could discover three definitions of branding, which reveal three aspects of what branding could be. Once again, the midpoint is the emotional connection or the “making personal” technique. To do so, the next lesson will be focused on the figure of speech to get possible this emotional/personal connection.

Portfolio and suggestions.

The last two lessons are a good way to close the fictional workshop. The whole lesson is about examples of Ad copies. The last lesson is a gold dust as it put on the table the ‘habits’ to success in the industry. The first one, ‘cultivate curiosity’, has fair a place in the list: reading books is always the way per antonomasia to enrich the own style.

In overall, the book is a good start for whom is debuting in the industry and would like to understand the basic of. Also, it is a good source for personal development, after all it is always how you say stuffs.

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