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9781739088408

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I really liked the way copywriting was explained in a sort of guidance way, the psychology of it, the way transferable skills such as localisation/transcreation can be useful and I especially found the ways to boost confidence in chapter 4 helpful. I already knew a bit about copywriting, but it felt like it wasn't just regurgitated and long information on what the profession is but actual useful content on how to achieve it with so many methods that can help. The last part about AI was also great, mostly because this is so topical at the moment, and I would guess that there are some writers not using ChatGPT to its full potential. I have seen many TikToks on types of writing prompts, so it was helpful to read about prompt engineering from a copywriting perspective. I also really liked how you compared it to machine translation because it immediately made me understand that AI tools are more useful than detrimental! Just another random note but I think it's always important to hear from personal experience, so it was great that you detailed the first time you went to that in-person networking group in Eastbourne and also how your client avatar changed from female coaches to a more male-dominated group. It taught me some real insight into critically thinking about the target audience. Overall, the whole book felt like a really concise, useful and enjoyable short course/guide on how to adapt your business, improve your copywriting skills (for a beginner or someone a bit more advanced) and improve your network. Even though I'm not at this stage yet in my life, I still found myself going back to read certain parts whether it be for inspiration or to take notes for the future. The way it was structured was really effective; I love that each chapter started with a quote that was relevant, inspirational and diverse - I particularly enjoyed the foreign language quotes but also how they were vastly different, one from Maya Angelou (who I find to be very inspirational) and one from a copywriting legend (I assume), Eugene Schwartz. The tasks at the end of most chapters were also a great idea because they really get you to think about what you just read and how you can apply the knowledge. I see so many creators on TikTok saying simply try to rewrite an ad, but I would always have no idea where to start and these tasks allowed me to think about how I would break everything down and also how to think about it more critically and creatively. Review by Annabel Tiplady

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