• Acknowledgements
• Why Become A Copywriter?
• Getting Started
• Getting Kitted Out
• Where To Work
• Book Keeping For Copywriters
• How To Find Work – And Keep It
• Getting Help
• Delivering Great Copy
• Things To Watch Out For
• Writing For Advertising
• Writing For Direct Mail
• Writing For Internal Communicati
• Writing For The Internet
• Writing For The Press
• Writing For Public Relations
• Writing For Sales And Sales Prom
• Writing For Other Media
• Beyond Copywriting

How To Set Up A Freelance Writing Business

• Acknowledgements
• Why Become A Copywriter?
  • 1. What Is Copywriting?
  • 2. The Right Qualities
  • 3. Running Your Own Business
  • 4. Earnings
• Getting Started
  • 1. The Good News
  • 2. The Basics
  • 3. What Sort Of Business?
  • 4. Other Considerations
  • 5. What You Absolutely Have To Do
• Getting Kitted Out
  • 1. What You Need To Get Going
  • 2. Your Computer
  • 3. Software
  • 4. Internet Access
  • 5. Computer Peripherals
  • 6. Other Equipment
  • 7. Furniture
  • 8. Vehicles
• Where To Work
  • 1. Your Options
  • 2. Working From Home
  • 3. Working In An Office
  • 4. Working From Client Premises
• Book Keeping For Copywriters
  • 1. Where Do You Start?
  • 2. How Do Accounts Work?
  • 3. Your Financial Year
  • 4. Receipts
  • 5. Invoices
  • 6. Managing Cash Flow
  • 7. Choosing An Accountant
  • 8. Filing Your Own Tax Returns
  • 9. National Insurance
  • 10. Vat
• How To Find Work – And Keep It
  • 1. Sources Of Income
  • 2. Networking
  • 3. Advertising And Promotion
  • 4. Finding Work On The Web
  • 5. Working Through Agencies
  • 6. Drumming Up Business Over The Phone
  • 7. Pitching, Impressing, Winning And Pricing
  • 8. Ensuring Repeat Business
• Getting Help
  • 1. Don’t Be Alarmed!
  • 2. Lawyers And Legal Matters
  • 3. Professional Bodies
  • 4. Working With Other Freelancers
  • 5. Training
  • 6. Finding Information
• Delivering Great Copy
  • 1. What Makes Great Copy?
  • 2. Keep It Short
  • 3. Keep It Simple
  • 4. Keep It Interesting
  • 5. Keep It Relevant
  • 6. Keep It Active
  • 7. Keep It Honest
  • 8. Finding Inspiration
  • 9. How To Present Copy
• Things To Watch Out For
  • 1. Respect The Language
  • 2. Abbreviations
  • 3. Apostrophes
  • 4. Capital Letters In Names
  • 5. Collective Nouns
  • 6. Exclamation Marks
  • 7. Jargon
  • 8. Repetition
  • 9. Use Of Italics, Bold Or Upper Case Type
  • 10. Words To Watch Out For
  • 11. Us Or Uk English?
  • 12. Avoid Clichés
• Writing For Advertising
  • 1. Before We Start
  • 2. What Does Advertising Do?
  • 3. Using Creativity To Sell
  • 4. Benefits And Usps
  • 5. Maximum Impact, Minimum Copy
  • 6. Thinking In Words And Pictures
  • 7. Getting A Response
  • 8. Writing For Different Media
• Writing For Direct Mail
  • 1. The Basics
  • 2. Selling By Mail
  • 3. The Importance Of Targeting
  • 4. Being Creative
  • 5. Clinching The Deal
  • 6. Some Golden Rules For Dm Copywriters
  • 7. Consumer And Business-to-business Audiences
  • 8. Email Marketing
• Writing For Internal Communications
  • 1. What Is Internal Communications?
  • 2. Processes Involved In Internal Communications Programmes
  • 3. Striking The Right Tone
  • 4. Dealing With Approvals
  • 5. Creating And Maintaining A Style Guide
  • 6. Human Interest And Business Stories
  • 7. Managing Internal Communications Programmes
• Writing For The Internet
  • 1. A Short History Of The Internet
  • 2. The Basics Of Web Copy
  • 3. The Appearance Of Text
  • 4. Thinking In Hypertext
  • 5. Words To Watch Out For
  • 6. Other Essential Information
• Writing For The Press
  • 1. A Major Market
  • 2. The Principles Of Journalism
  • 3. The Editorial Process
  • 4. Sources Of Information
  • 5. Writing News
  • 6. Writing Features
  • 7. Headlines And Captions
  • 8. Writing To Length
  • 9. Writing For Newspapers, Magazines, Contract Publishers And News Wires
  • 10. Pitching Ideas
• Writing For Public Relations
  • 1. The Difference Between Journalism And Pr
  • 2. How Pr Works
  • 3. Giving Journalists The Basis Of A Story
  • 4. Writing A Damn Good Press Release
  • 5. Key Messages
  • 6. When Not To Write Press Releases
  • 7. Other Types Of Press Material
• Writing For Sales And Sales Promotion
  • 1. Types Of Sales Copy
  • 2. Brochures
  • 3. Leaflets, Flyers And Posters
  • 4. Point-of-sale Materials
  • 5. On-pack
  • 6. Media Packs
  • 7. Case Studies
  • 8. White Papers
  • 9. Dealing With Sales People
  • 10. Working With Designers
• Writing For Other Media
  • 1. An Infinite Variety
  • 2. Blurbs
  • 3. Business Plans
  • 4. Manuals And Technical Documents
  • 5. Presentations
  • 6. Speech Writing
  • 7. Video Scripts
  • 8. Other Types Of Writing
• Beyond Copywriting
  • 1. Where Next?
  • 2. Sticking To Your Guns
  • 3. Consultancy
  • 4. Marketing
  • 5. Brand And Corporate Identity
  • 6. Setting Up Your Own Agency
  • 7. Creative Writing