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Copywriting: Successful Writing for Design, Advertising, and Marketing
Creating effective copywriting is of vital importance in today's design and communication industries. Well-targeted copy and a strong brand voice are essential if you want to stand out from the competition.
Copywriting shows how to write for all formats and contexts, from catalogs and products to advertising and websites. It explores the challenges of commercial writing, providing the tools to become a confident andversatile copywriter.
Leading industry talents from both the US and UK are interviewed, major campaigns covering all areas of the industry are illustrated in color and examined in depth, and exercises and tips aid in developing writing, editing, and presentation skills.
Revealing the secrets of this rapidly expanding profession, Copywriting provides the skills and techniques that will help you to thrive in the world of creative commercial writing.
Copywriting shows how to write for all formats and contexts, from catalogs and products to advertising and websites. It explores the challenges of commercial writing, providing the tools to become a confident andversatile copywriter.
Leading industry talents from both the US and UK are interviewed, major campaigns covering all areas of the industry are illustrated in color and examined in depth, and exercises and tips aid in developing writing, editing, and presentation skills.
Revealing the secrets of this rapidly expanding profession, Copywriting provides the skills and techniques that will help you to thrive in the world of creative commercial writing.
216 pages, Paperback
First published February 18, 2009
151 people are currently reading
1768 people want to read
About the author
Mark Shaw
82 books145 followersFor Mark A. Shaw, growing up in the concrete, urban environment of Baltimore, Maryland only cultivated a stronger appreciation for that which he had little of –wilderness and countryside. It also fostered in him a vibrant imagination and captivating creativity, and he began crafting stories in his mind at an early age. Mark draws his inspiration from a lifetime of adventures – from his childhood play with a whimsical stick and blanket, which became his magical instruments for commanding the wind, to his current life in Vancouver B.C., where he strolls through nearby woods and forests much like those portrayed in his first novel, The Keeper of the Wind. Mark is a U.S. Navy veteran.
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Displaying 1 - 30 of 49 reviews
April 14, 2023
I was given this book to read for class, but I honestly didn't understand the definition of copywriting before reading it.
This has been a great book to help me define the term and determine how to best accomplish copywriting in my future freelance career. So many details go into copywriting; this is an excellent guide to breaking those down to make the most of your time and words.
Each chapter is well-encompassed and laid out, so you can read them individually and find what information you need quickly and easily.
Solid 4 stars.
This has been a great book to help me define the term and determine how to best accomplish copywriting in my future freelance career. So many details go into copywriting; this is an excellent guide to breaking those down to make the most of your time and words.
Each chapter is well-encompassed and laid out, so you can read them individually and find what information you need quickly and easily.
Solid 4 stars.
July 27, 2013
A must have!
This book is indispensable, packed with good advice for immediate use: such as the importance of having a
(1) word bank that enriches your command of expressing at the tip of your finger tips.
Such as when maybe you want to capture the beauty of the person whom you admire:
Perhaps you can describe the hair: scintillating, lustrous, Pompadours.
As example.
Or to describe food: delectable dishes and thirst quenching concoctions.
As example.
Words are powerful and they are very much mind stimulating.
Therefore creating a word bank does pay it off. Whenever you have captured a word that captivates your heart, pen it down to paper, so that it can be imbued into you.
(2) Also on business sense: keep taps of what word, represents that Brand. Such as: Harley Davidson. The brand language is about pure rebel and being the head of the pack.
And (3) looking out for the tone, does it seems formal? Or does it seems more casual can make a difference when appealing to different generation of readers.
An awesome book. I will read it again and much to learn from it.
This book is indispensable, packed with good advice for immediate use: such as the importance of having a
(1) word bank that enriches your command of expressing at the tip of your finger tips.
Such as when maybe you want to capture the beauty of the person whom you admire:
Perhaps you can describe the hair: scintillating, lustrous, Pompadours.
As example.
Or to describe food: delectable dishes and thirst quenching concoctions.
As example.
Words are powerful and they are very much mind stimulating.
Therefore creating a word bank does pay it off. Whenever you have captured a word that captivates your heart, pen it down to paper, so that it can be imbued into you.
(2) Also on business sense: keep taps of what word, represents that Brand. Such as: Harley Davidson. The brand language is about pure rebel and being the head of the pack.
And (3) looking out for the tone, does it seems formal? Or does it seems more casual can make a difference when appealing to different generation of readers.
An awesome book. I will read it again and much to learn from it.
January 28, 2018
Good for how to work with clients and structure a process of writing successful copy (includes a lot of useful templates). Not so good when it comes to actual writing tips and implementing well-documented and time-tested psychological techniques for writing words that influence people.
October 13, 2022
loved this! highly recommend to strengthen or refresh copywriting skills.
April 25, 2011
it really is the same advice over and over at some level, but there are some unique insights depending on what medium you're writing for. easy to read, great case studies
September 8, 2013
This is a solid copywriting textbook or guide for any new copywriter. The chapters are filled with real-world examples from ad campaigns around the world, including one of my own.
July 11, 2025
Interesting content, but the design (rather than content) is surprisingly hard to read; tiny type, and the text on tint panels is particularly bad.
December 10, 2025
16/30
Mark Shaw’s Copywriting: Successful Writing for Design, Advertising, and Marketing is a compact, highly practical guide to understanding how copy functions across mediums and how to write it effectively within real-world constraints. Rather than romanticizing copywriting as divine inspiration, Shaw frames it as a discipline built on clarity, logic, and an understanding of audience psychology. The book moves through the entire process, from briefing, ideation, and drafting, to revising and collaborating with designers, while reinforcing one core belief: good copy is problem-solving in words.
Shaw begins with the fundamentals: what copy is supposed to accomplish. All copy must persuade, inform, or change behavior, but it can do so through countless tones, structures, and formats. He emphasizes that the copywriter’s job is not to write beautifully, but to meet a defined objective. That’s why the creative brief is sacred: it outlines the problem, the target audience, the desired action, and the boundaries within which creativity must operate. Without a strong brief, copywriters drift into ego-driven writing or cleverness without impact.
From there, Shaw explores idea generation. He stresses that copywriters should aim not for isolated lines (like taglines) but for big ideas that can stretch across campaigns. He guides readers through lateral thinking, reframing the brief, borrowing structures from other domains, and letting design and copy evolve together rather than as separate silos. He repeatedly notes that inspiration often emerges only after a large volume of mediocre ideas—so beginners shouldn’t fear quantity over quality early in the process.
A major portion of the book addresses the mechanics of good copy. Shaw breaks down simplicity, rhythm, tone, credibility, word choice, and structure. He warns against clichés, jargon, and empty superlatives, all of which signal laziness and reduce trust. Good copy should be specific, concrete, and anchored in the reader’s world. Shaw advocates for writing in the plainest language possible, then adjusting tone only after clarity is secured. One of his most useful insights is that tone of voice is not decoration; it is a strategic decision that reinforces brand identity and audience expectations.
The book then details how copy behaves across formats: print ads, posters, billboards, digital banners, websites, emails, brochures, packaging, direct marketing, and social media. For each medium, Shaw outlines not only structural best practices but also psychological principles. For example:
Outdoor ads must deliver one idea instantly.
Website copy must support user flow, not interrupt it.
Direct mail must hook the reader with a personal benefit or curiosity gap.
Packaging must function at the intersection of marketing, legal requirements, and shelf constraints.
Social media rewards brevity, voice, and relevance while punishing corporate fluff.
Another significant theme is collaboration. Shaw argues that copywriters must learn to work fluidly with designers, account managers, clients, and strategists. Copy is not an island; its effectiveness depends on visual hierarchy, timing, production limitations, and real-world context. Shaw encourages writers to be flexible during feedback cycles—defending decisions when justified, but remaining open to revision that improves clarity or alignment with objectives.
He also demystifies taglines, slogans, and brand voice development. Taglines should emerge from the brand’s core idea, not from cleverness for its own sake. Voice guidelines should balance consistency with adaptability; brands need a recognizable personality, but they also need tonal range to speak to different audiences or platforms without sounding schizophrenic.
To illustrate principles and show how small tweaks in phrasing or structure can transform impact, throughout the book, Shaw includes dozens of real-world examples: classic ads, contemporary digital executions, and cross-media campaigns.
Mark Shaw’s Copywriting: Successful Writing for Design, Advertising, and Marketing is a compact, highly practical guide to understanding how copy functions across mediums and how to write it effectively within real-world constraints. Rather than romanticizing copywriting as divine inspiration, Shaw frames it as a discipline built on clarity, logic, and an understanding of audience psychology. The book moves through the entire process, from briefing, ideation, and drafting, to revising and collaborating with designers, while reinforcing one core belief: good copy is problem-solving in words.
Shaw begins with the fundamentals: what copy is supposed to accomplish. All copy must persuade, inform, or change behavior, but it can do so through countless tones, structures, and formats. He emphasizes that the copywriter’s job is not to write beautifully, but to meet a defined objective. That’s why the creative brief is sacred: it outlines the problem, the target audience, the desired action, and the boundaries within which creativity must operate. Without a strong brief, copywriters drift into ego-driven writing or cleverness without impact.
From there, Shaw explores idea generation. He stresses that copywriters should aim not for isolated lines (like taglines) but for big ideas that can stretch across campaigns. He guides readers through lateral thinking, reframing the brief, borrowing structures from other domains, and letting design and copy evolve together rather than as separate silos. He repeatedly notes that inspiration often emerges only after a large volume of mediocre ideas—so beginners shouldn’t fear quantity over quality early in the process.
A major portion of the book addresses the mechanics of good copy. Shaw breaks down simplicity, rhythm, tone, credibility, word choice, and structure. He warns against clichés, jargon, and empty superlatives, all of which signal laziness and reduce trust. Good copy should be specific, concrete, and anchored in the reader’s world. Shaw advocates for writing in the plainest language possible, then adjusting tone only after clarity is secured. One of his most useful insights is that tone of voice is not decoration; it is a strategic decision that reinforces brand identity and audience expectations.
The book then details how copy behaves across formats: print ads, posters, billboards, digital banners, websites, emails, brochures, packaging, direct marketing, and social media. For each medium, Shaw outlines not only structural best practices but also psychological principles. For example:
Outdoor ads must deliver one idea instantly.
Website copy must support user flow, not interrupt it.
Direct mail must hook the reader with a personal benefit or curiosity gap.
Packaging must function at the intersection of marketing, legal requirements, and shelf constraints.
Social media rewards brevity, voice, and relevance while punishing corporate fluff.
Another significant theme is collaboration. Shaw argues that copywriters must learn to work fluidly with designers, account managers, clients, and strategists. Copy is not an island; its effectiveness depends on visual hierarchy, timing, production limitations, and real-world context. Shaw encourages writers to be flexible during feedback cycles—defending decisions when justified, but remaining open to revision that improves clarity or alignment with objectives.
He also demystifies taglines, slogans, and brand voice development. Taglines should emerge from the brand’s core idea, not from cleverness for its own sake. Voice guidelines should balance consistency with adaptability; brands need a recognizable personality, but they also need tonal range to speak to different audiences or platforms without sounding schizophrenic.
To illustrate principles and show how small tweaks in phrasing or structure can transform impact, throughout the book, Shaw includes dozens of real-world examples: classic ads, contemporary digital executions, and cross-media campaigns.
August 20, 2025
Mọi chương trình roadshow, dù ngắn hay dài ngày, đều bắt buộc phải xin phép từ cơ quan chức năng trước khi tổ chức. Việc không xin phép có thể bị phạt tới 20 triệu đồng và gây ảnh hưởng tiêu cực đến hình ảnh thương hiệu. Thẩm quyền cấp phép thuộc về Sở Văn hóa, Thể thao và Du lịch tại địa phương đăng ký; nếu roadshow diễn ra ở nhiều tỉnh thành thì chỉ cần xin phép một nơi và giấy phép đó có hiệu lực trên toàn quốc. Hồ sơ xin phép thường gồm đơn đăng ký, giấy phép kinh doanh, mẫu thiết kế quảng cáo in màu, giấy tờ chứng minh chất lượng sản phẩm… và thời gian xử lý từ 5 đến 15 ngày, một số nơi có thể cấp nhanh trong vòng 1 ngày nếu cần gấp. Doanh nghiệp có thể tự làm thủ tục hoặc nhờ các đơn vị tổ chức sự kiện chuyên nghiệp để tiết kiệm thời gian và giảm rủi ro pháp lý. Vì vậy, xin giấy phép không chỉ là quy định bắt buộc mà còn là bước quan trọng để đảm bảo roadshow diễn ra hợp pháp và hiệu quả. Xem thêm thông tin tại đây: https://quangcaophoenix.com/to-chuc-chay-roadshow-co-phai-xin-phep-khong/
Nếu bạn đang tìm kiếm một đối tác tin cậy để tổ chức roadshow một cách hiệu quả và chuyên nghiệp, hãy liên hệ ngay với Phoenix Media Group qua hotline 0356229511. Chúng tôi cam kết mang đến những giải pháp tối ưu, giúp thương hiệu của bạn tỏa sáng!
#chay_roadshow_co_phai_xin_phep
#quang_cao_phoenix
#phoenix_media_group
Nếu bạn đang tìm kiếm một đối tác tin cậy để tổ chức roadshow một cách hiệu quả và chuyên nghiệp, hãy liên hệ ngay với Phoenix Media Group qua hotline 0356229511. Chúng tôi cam kết mang đến những giải pháp tối ưu, giúp thương hiệu của bạn tỏa sáng!
#chay_roadshow_co_phai_xin_phep
#quang_cao_phoenix
#phoenix_media_group
April 28, 2025
Clear, accessible, and visually engaging, Mark Shaw’s Copywriting is a solid foundational guide for anyone entering the world of creative communication. This book covers not just the “what” of copywriting, but the “how” and “why” as well—grounding its advice in real-world examples and the principles of design thinking.
It’s not a theory-heavy book, which works in its favor. Instead, it takes a practical, design-driven approach that’s especially helpful if you’re working alongside graphic designers or within branding teams. The structure is easy to follow, with digestible sections that make it ideal for dipping in and out when you need a quick refresh or inspiration.
Highlights include:
– How to approach different formats (headlines, taglines, body copy, etc.)
– The importance of tone and brand personality
– Tips for writing across platforms (print, digital, packaging, etc.)
– Case studies that show the evolution of real campaigns
If you’re looking for a book that breaks down the craft of copywriting without overwhelming jargon, this is a strong pick. It won’t replace practice, but it will definitely sharpen your eye and voice.
It’s not a theory-heavy book, which works in its favor. Instead, it takes a practical, design-driven approach that’s especially helpful if you’re working alongside graphic designers or within branding teams. The structure is easy to follow, with digestible sections that make it ideal for dipping in and out when you need a quick refresh or inspiration.
Highlights include:
– How to approach different formats (headlines, taglines, body copy, etc.)
– The importance of tone and brand personality
– Tips for writing across platforms (print, digital, packaging, etc.)
– Case studies that show the evolution of real campaigns
If you’re looking for a book that breaks down the craft of copywriting without overwhelming jargon, this is a strong pick. It won’t replace practice, but it will definitely sharpen your eye and voice.
February 14, 2024
This book was recommended to me by a former leader at my company and has been sitting on my shelf for the past two years. I finally got around to cracking it open and was surprised to find it is essentially a college 101 textbook on copywriting. I definitely got some key takeaways from this read and really enjoyed many of the included case studies. However, the book is sorely in need of an update. I’m seeing online that a third edition was published (I have the second) with a second author listed, so I’m hoping the book was updated to remove all mentions of MySpace, the Web 1.0 screenshots and advice, and that new case studies were added (even in 2012 I’m shocked that a case study for the never popular Olive Opus was included). Overall, glad I read it - back to my shelf it goes.
November 9, 2019
This is one of those timely books that happens to enter my life at just the right time. It’s proven to be extremely helpful for me in my professional capacity as a creative director, especially as I begin to work on more branding projects. This will definitely be a go-to reference for me from now on! It lives up to its title.
As someone who’s always enjoyed writing for fun and who designs for a living, reading this book made me feel like I’d found my people, and has helped me realize that I’m as much a professional copywriter as I am a professional designer. So thanks for the illumination Mark Shaw!
As someone who’s always enjoyed writing for fun and who designs for a living, reading this book made me feel like I’d found my people, and has helped me realize that I’m as much a professional copywriter as I am a professional designer. So thanks for the illumination Mark Shaw!
November 17, 2017
Минимум воды, максимум информации. Все переварить сразу трудно, если вообще возможно. Поэтому Copywriting можно читать не целиком, а по разделам, которые нужны для работы. Так в голове остается намного больше.
А вообще, книга - супер! И для копирайтеров, и для всех остальных, кому нужно писать коммерческий текст.
А вообще, книга - супер! И для копирайтеров, и для всех остальных, кому нужно писать коммерческий текст.
January 5, 2025
I am a full-time copywriter, still quite early in my career.
I keep this book on-hand as a handy reference when I'm gearing up for work. It's beautifully designed. The advice within is extremely clear and engaging. Shaw covers various forms of brand, sales, digital, and content writing for aspiring freelances and/or those who work full-time at agencies.
I keep this book on-hand as a handy reference when I'm gearing up for work. It's beautifully designed. The advice within is extremely clear and engaging. Shaw covers various forms of brand, sales, digital, and content writing for aspiring freelances and/or those who work full-time at agencies.
February 17, 2018
Very useful title. You can navigate from chapters jumping through the topic you need. It's a good source of technical knowledge for a writer starting a project in a different field he/she is used to.
But don't expect a great deal in digital marketing, in case you're a seasoned digital person.
But don't expect a great deal in digital marketing, in case you're a seasoned digital person.
March 10, 2019
Highly recommend this to anyone who is driven to capture an audience's attention. Shaw has presented the different facets of writing a copy in various mediums without sounding dry and monotonous. The case studies presented add value and allow readers to better envision the strategies used.
November 8, 2019
So much high praise for this book especially that I had no background whatsoever in copywriting so this was of great help. I can see this book as something I’d go back to every now and then when I need a little help for work
April 17, 2020
Read as revision for a job interview. It’s a succinct guide with lots of useful case studies. For me personally, I could have done with a few more non-corporate examples but as most copywriting is corporate, I can understand why this is the focus.
February 19, 2021
Sách hữu ích cho những ai làm nghề: viết siêu dễ hiểu, tỉ mỉ, có nhiều dẫn chứng, case study, interview... Mình không giỏi tiếng Anh mà đọc ngon ơ vì rất ít từ khó.
Đọc xong thấy mình còn non trong nghề lắm, và Copywriting ở miền Bắc lại càng non vô cùng tận 🤣
Đọc xong thấy mình còn non trong nghề lắm, và Copywriting ở miền Bắc lại càng non vô cùng tận 🤣
August 9, 2017
Concise
Clear
In-depth
For excellence in Copywriting
Clear
In-depth
For excellence in Copywriting
November 13, 2017
If you're starting with no background in copywriting like I was, I think this is a great place to start. It doesn't go as in depth in some topics as I would have liked it to, but it covers a lot.
April 1, 2018
Good tips - I recommend if you have to write for other humans.
June 23, 2018
Good basic copywriter
July 23, 2019
Great print advice, but I did find the Web chapter particularly atrocious.
January 1, 2020
An interesting insight to copywriting for beginners!
This entire review has been hidden because of spoilers.
May 1, 2020
Ottimo libro (in inglese) che dà molti spunti utili per i copy alle prime armi in diversi settori (digitale, cataloghi, pubblicità...). Una lettura interessante
December 24, 2020
clear and no nonsense guide to copywriting in different areas. esp. enjoyed the interview with Sarah McCartney who writes for the Lush Times.
January 8, 2022
The interviews are a bit filler, but the exercises and worksheets are gold.
October 3, 2022
Outdated in some respects. Insightful in others. Certainly gets the basics down and some brilliant BRILLIANT case studies. Worth it.
Displaying 1 - 30 of 49 reviews