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.
Introduction: Have genius, will travel - far; The creative briefing process; Mind your Ps and Qs; Vocabulary; Word usage; Spell well; Modern idioms; US language; Is it a bird? Is it a plane? No, it's a sloganeer!; Cliches - they're playing our song again; Portmanteau - copy blending; Rhyme time; All together now; Quotations; Wise sayings; Do your speak marketese?; Euphemisms; First come - first served; Similes; Metaphors; Tounge twisters; World data & conversion tables. Top Tips - top tips for great awareness; top tips to brain storm; top tips to 'sale' innovative copy; top tips to write reports; top tips to think creatively; top tips for great Web copy; top tips for great direct mail letters; top tips for viral copy; top tips for radio ads; top tips for book blurbs; top tips for release writing; top tips for response advertising; top tips for packaging copy; top tips for point of sale; top tips for great brochure copy; top tips for poster copy; top tips for multi-media text; top tips for video scripting. Appendices - Award winners (selection of award winning ads, key guidelines); Make contact; Addresses of leading creative and marketing organisations.