Steve Harrison was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW. At HTW, he won more Cannes Lions in his discipline than any creative director in the world. That discipline was direct marketing, which means his copy was judged not by how clever it was but by how many things it sold. When he left agency life, Campaign magazine described him as 'the greatest direct marketing creative of his generation'. Steve's work appears in The D&AD Copy Book, which features the world's top 50 copywriters of the past 50 years. His How to Do Better Creative Work became the most expensive advertising book of all time when it traded on Amazon.co.uk at £3,854 a copy. It is published in English, Mandarin, Spanish and Italian.
Chapter
1: What You Really Want is 'Effective' Copy Chapter
2: The Thinking Before the Writing Chapter
3: How to Write Your Brief Chapter
4: Getting Your Message in the Right Order Chapter
5: How to Write Your Headline Chapter
6: How to Write Your Body Copy Chapter
7: Your Second Draft: Put These Things In Chapter
8: Your Third Draft: Cut These Things Out Chapter
9: Rewrite Chapter
10: How to Lay Your Copy Out Section
i: P.S. That was the theory: But what about the practice? Section
ii: Notes Acknowledgements
iii: Acknowledgements Index
iv: Index
