Front Matter:

• Introduction
• Acknowledgements
• Licensing

Section 1: The Hidden Power of Copywriting

• The Power of Being Real
• The Power of Brand Trust

Section 2: Copywriting Is/Is Not

• Why it’s called Copywriting
• The Components of Copywriting
• Copywriting or NOT Copywriting?
• What Copywriters write

Section 3: Developing Your Powers

• Copywriting is a Discipline
• The S.T.A.R. Method
• Copywriting is an Art
• Brand #1

Section 4: The Twin Wonders

• The Strategic Framework
• Strategy is a Choice
• Twin #1: The Creative Strategy Statement
• Twin #2: The Campaign Proposal

Section 5: Magnetic Ideas

• The Power of a BIG Idea
• The Creative Process
• Mirror and Reflect

Section 6: The Language of Advertising

• Speak the Lingo
• Headlines
• Taglines and Hashtags

Section 7: Bad Ads