Enhanced descriptions from Syndetics:

Marketers, creative writers, and individuals for whom copywriting forms part of their job are often required to produce innovative and engaging copy in a short space of time. Creativity is not always to hand, and therefore on some occasions additional help is required to find the right phrase, description or slogan. Gabay's Copywriting Compendium contains a wealth of inspiring tips, ideas and descriptions to aid the writing process, such as advice on spelling and grammar, examples of rhyming words, suggested euphemisms, and odd facts. The compendium goes on to provide a "Top 25 Rules" section for a number of key topics, such as how to brainstorm, how to write innovative copy, and how to think creatively. The text has been carefully designed to ensure the material can be accessed quickly and easily, and the easy to read layout will assist copywriters in finding appropriate help at any particular moment.

Table of contents provided by Syndetics

• Introduction (p. 6)
• 1 The creative briefing process: Write and deliver the perfect creative brief (p. 11)
• 2 Mind your Ps and Qs: Tell people exactly where to stick their apostrophes, as well as every other punctuation mark (p. 21)
• 3 Why use ten words when one will do?: Choose the appropriate word for the right occasion (p. 57)
• 4 Is it 'its' or 'it's'?: The bare necessities to sort out your 'bear' from your 'bare' (p. 75)
• 5 Spell well: An 'A' to 'Z' of words which would otherwise drive you to your nearest dictionary (p. 153)
• 6 Consonants divided by continents.: UK v US language (p. 167)
• 7 Do you speak marketese?: Draw the 'line', 'above' or 'below', on marketing gobbledegook (p. 191)
• 8 Idioms make the heart grow fonder...: From meanings you can't grasp to headlines you'll want to grab (p. 225)
• 9 Cliches: Fresh thinking on old ideas (p. 257)
• 10 Metaphors: Painting a thousand pictures with just a few words (p. 275)
• 11 Similes: As useful as you make them (p. 325)
• 12 Would you rather be cuddly or plump? It's all in the euphemism. (How to say what you dare not utter.) (p. 393)
• 13 Portmanteaus: Proof that two words are better in one (p. 407)
• 14 All together now: What do you call a group of...? (p. 423)
• 15 Rhyme time: Rhyme and its reason (p. 433)
• 16 Tongue twisters: Keep your copy straight and your tongue in a twist (p. 461)
• 17 Words from the wise: Quotations that inspire (p. 471)
• 18 The business of quotes: Shrewd words mean better business (p. 529)
• 19 Is it a bird? Is it a plane? No, it's a sloganeer: Writing compelling slogans (p. 575)
• 20 Today's the day...: Link your special occasion with other notable dates in history (p. 605)
• 21 A world of facts: An overview of useful facts for your next creative project (p. 649)
• 22 Top tips: Additional trade secrets (p. 671)
• Useful contacts (p. 694)
• Index (p. 697)