Introduction -- 1: Getting To Grips With Copywriting -- 2: Art Of Writing Great Copy -- 3: Writing For Advertising And Direct Marketing -- Interview: Diane Ruggie, DDB -- Interview: Will Awdry Ogilvy -- Case study: Amnesty international -- Case study: MemoMind pharma -- 4: Writing For Retailing And Products -- Interview: Meredith Mathews, Half price books -- Interview: Dan Germain, Innocent drinks -- Case study: Method home products -- Case study: Pret A Manger -- 5: Writing For Catalogs -- Interview: Vincent Stanley, Patagonia -- Interview: Kate Tetlow, Jupiter design -- Case study: Territory ahead -- Case study: Argos -- 6: Writing For Company Magazines And Newsletters -- Interview: Conan Kisor, American Medical Association -- Interview: Sarah McCartney, Lush times -- Case study: Land Rover onelife -- Case Study: Kodak one magazine -- 7: Writing For Websites And Digital Formats -- Interview: Mark Santus, Romeo empire design -- Interview: Catherine Toole, Sticky content -- Case study: Broad stripe butchers -- Case study: Daily candy -- 8: Writing For Brand, Marketing, And Internal Communications -- Interview: John Simmons, writer -- Interview: Steve Manning, Igor international -- Case study: Serious waste management -- Case study: Olive media products -- Further reading -- Index -- Picture credits -- Acknowledgments.