Contents -- Introduction -- Chapter 1: Getting to grips with copywriting -- Exercise and round-up -- Chapter 2: The art of writing great copy -- Exercise and round-up -- Chapter 3: Writing for advertising and direct marketing -- Interview: Diane Ruggie, DDB -- Interview: Will Awdry, Ogilvy -- Case study: Amnesty International -- Case study: MemoMind Pharma -- Chapter 4: Writing for retailing and products -- Interview: Meredith Mathews, Half Price Books -- Interview: Dan Germain, Innocent Drinks -- Exercises and round-up -- Case study: Method Home Products -- Case study: Pret A Manger -- Chapter 5: Writing for catalogs -- Interview: Vincent Stanley, Patagonia -- Interview: Kate Tetlow, Jupiter Design -- Exercise and round-up -- Case study: The Territory Ahead -- Case study: Argos -- Chapter 6: Writing for company magazines and newsletters -- Interview: Conan Kisor, American Medical Association -- Interview: Sarah McCartney, Lush Times -- Exercise and round-up -- Case study: Land Rover Onelife -- Case study: Kodak One Magazine -- Chapter 7: Writing for websites and digital formats -- Interview: Mark Santus, Romeo Empire Design -- Interview: Catherine Toole, Sticky Content -- Exercises and round-up -- Case study: Broad Stripe Butchers -- Case study: Daily Candy -- Chapter 8: Writing for brand, marketing, and internal communications -- Interview: John Simmons, The Writer -- Interview: Steve Manning, Igor International -- Exercises -- Round-up -- Case study: Serious Waste Management -- Case study: Olive Media Products -- Further reading -- Index -- Picture credits -- Acknowledgments.