Contents
| Introduction | |
| Lesson One | The Big Picture |
| Our kind of copywriting | |
| Lesson Two | The Right Way to Write |
| Doing the basics brilliantly | |
| Lesson Three | Making the Magic Happen |
| Memes, memory, and sticky lines | |
| Lesson Four | A Catalogue of Swindles and Perversions |
| What George Orwell can teach copywriters today | |
| Lesson Five | It’s All About the Audience |
| Don’t solve the client’s problem, solve the customer’s | |
| Lesson Six | Not Telling Stories, Selling Stories |
| The power of narrative to convince by stealth | |
| Lesson Seven | The Brand’s in Your Hands |
| What every copywriter needs to know about the B word | |
| Lesson Eight | A Question of Style |
| How figures of speech can make your sentences sing | |
| Lesson Nine | Bringing It All Together |
| Worked examples that put our ideas to work ... |
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