Copywriting is not taught in schools, or even advertising agencies, yet it is a powerful force in creating wealth, launching products, or even winning elections. But can a creative act be taught? Dominic Gettins believes so, and in this book he presents eight practical rules for writing great copy. And they work. They are a proven success where used on courses and workshops, as well as in many leading advertising campaigns. Now you can apply them to your own work. If you’re a seasoned copywriter this is a valuable source of ideas, quotes and examples reflecting the modern role of copy in advertising. If you’re entirely new to the skill, you’ll find rock-solid principles and the guidance you need to survive. And if you simply want to improve your written communication in the office, apply these rules and be amazed at the effect.