copywriting
brilliant
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copywriting
How to craft the most interesting
and effective copy imaginable
Roger Horberry
brilliant
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PEARSON EDUCATION LIMITED
Edinburgh Gate
Harlow CM20 2JE
Tel: ⫹44 (0)1279 623623
Fax: ⫹44 (0)1279 431059
Website: www.pearsoned.co.uk
First published in Great Britain in 2009
© Pearson Education Limited 2009
The right of Roger Horberry to be identified as author of this work has been
asserted by him in accordance with the Copyright, Designs and Patents Act
1988.
ISBN: 978-0-273-72734-7
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for this book is available from the Library of Congress
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means, electronic,
mechanical, photocopying, recording or otherwise, without either the prior
written permission of the publisher or a licence permitting restricted copying
in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron
House, 6–10 Kirby Street, London EC1N 8TS. This book may not be lent,
resold, hired out or otherwise disposed of by way of trade in any form of
binding or cover other than that in which it is published, without the prior
consent of the Publishers.
The publishers would like to thank MovieMaker Magazine for permission to
reproduce the extract on page 58.
10 9 8 7 6 5 4 3 2 1
13 12 11 10 09
Typeset in 10/14pt Plantin by 3
Printed and bound by Henry Ling Ltd, at the Dorset Press, Dorchester, Dorset
The publisher’s policy is to use paper manufactured from sustainable forests.
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For Lindsay, Lucy, Lotte and George.
Now you know what I do all day.
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