How to use this book
Read this bit first – it’ll help you get the best from what
follows.
To get a feel for the job of copywriting and to immerse
yourself in the philosophy of being a brilliant copywriter,
look at Part 1. It concentrates on the theory of brilliant copy-
writing, although there are plenty of practical tips scattered
throughout.
If you want practical tools to improve your writing, go
straight to Part 2. It describes hands-on techniques for bril-
liant copywriting. It ends with a series of worked examples that
show what brilliant copywriting means in practice.
Finally, for an insight into how top copywriters work, go to
Part 3. It contains a number of in-depth interviews with suc-
cessful practitioners as well as summaries of their main ideas.
Call me an old stick-in-the-mud, but starting at the beginning
and reading to the end is probably the best way to digest Brilliant
Copywriting. However, this book is designed to be read in dif-
ferent ways by different readers. Anyone new to the world of
copywriting will get a good overview from Part 1. If you’re an
established copywriter and you’d like to top up your toolbox of
techniques then go to Part 2. Experienced writers could start
with the interviews in Part 3 before heading back into the body
of the book. Basically, how you use it up to you.
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