Every so often you come across a reference book
so invaluable that you are left wondering how you ever managed before it was published.
Originally written as a highly accessible resource for professionals within the advertising and marketing industry, Gabay’s Copywriting Compendium covers all you need to plan and write powerful copy in clear and concise English.

Once the publishing team at Hodder Education began to read the final book, it became clear that thanks to over 700 ‘easy to dip into’ pages full of useful tips, fascinating facts and even ‘inside trade writing secrets’, the book offered a much wider appeal than to be coveted by the business community alone. It is in fact ideal for anyone who puts pen to paper or mouse to word processing document.

The only writing guide you'll ever need

The background

“Believe it or not, the project started in earnest a decade ago. I began to scribble down tips picked up working at major international advertising and marketing agencies. I spoke to creative directors, PR professionals, brand managers, direct marketing experts, authors, journalists, designers and many more. I collected articles related to writing brochures, websites, leaflets, direct mail, advertising, press releases, presentations, speeches, newsletters, reports… in
fact anything useful that would help demystify the writing process. Once done, I began writing what I planned to be a really accessible book which writers could ‘dip into’ just as they would with a dictionary or thesaurus. (But hopefully a little more ‘gripping’!)”

Endorsed by the world’s biggest marketing training body, Gabay’s Copywriting Compendium delves into what is nothing less than an encyclopaedic level of techniques from understanding writing for the web, clichés, spelling, US Vs. UK English, speech writing …even explaining the origins of words and brands as well as how and why we write as we do today.

Available from your favourite online bookseller

www.brandforensics.co.uk

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