Contents
About the author viii
Acknowledgements ix
How to use this book x
Preface xi
part 1 Background 1
1 The basics 3
2 Three key thoughts 17
3 Brands and tone of voice 31
part 2 Method 43
4 Before 47
5 During 59
6 After 81
7 Here’s one I made earlier 91
part 3 Interviews 105
8 How brilliant copywriters write their copy 107
Bibliography and further reading 157
A01_HORB7347_01_SE_PRELIMS.QXP:A01_HORB7347_01_SE_PR 5/6/09 10:59 Page vii
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