The Creative Copywriter's Companion, an innovative new how-to book by one of America's most award-winning copywriters
Author Tom Attea conducted the copywriting training program for five years at advertising agency Young & Rubicam and today is often the #1 ranked copywriter on Upwork.
Jan 15, 2019, 10:37 ET
NEW YORK, Jan. 15, 2019 /PRNewswire/ -- In The Creative Copywriter's Companion, an innovative new how-to book by one of America's most award-winning copywriters, Tom Attea shares many original guidelines for copywriting in traditional and digital media. Attea conducted the copywriting training program for five years at advertising agency Young & Rubicam in New York and today is often the #1 ranked copywriter on Upwork, the world's largest freelance website.
Different From Traditional Copywriting Guidelines
Attea explains the advertising creative process, so copywriters can work with it intelligently, and he offers his unique Creative Exploratory as a way to solve difficult creative problems.
He thinks the traditional Unique Selling Proposition, or USP, while still useful, is not sufficiently consumer-focused and offers the guideline, "Make the most appealing brand promise you can and prove it with every credible support point you have."
He thinks the AIDA principle – to seek Attention, Interest, Desire, and Action – asks for effects, which he says can't be controlled, and he offers causes.
Attea believes his guidelines enable copywriters to go beyond the usual "good" or "great" advertising to advertising that is consistently strategically right and creatively bright.
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Learn more: thecreativecopywriterscompanion.com.
About The Author
Tom Attea has won many advertising creative awards, including four Clios in one night, Gold and Silver Lions from Cannes, The Gold Mobius, The Gold Telly, The Andy, The Effie, and awards from The Art Directors Club of New York and The One Club.
LinkedIn awarded him its "Best of Copywriting" Citation for the last two years. He is a Google Certified Partner in Google Ads and Analytics.
Attea held executive creative positions at Young & Rubicam, agencies of the Interpublic Group, and other agencies. When the executive creative director of a digital agency in Soho, he won the Gold Mobius for "Best B2B Internet Services Advertisement."
He has written successful copy for Dr Pepper, Gray Poupon, Citibank, Lifetime TV, other brands, and many websites.
Four commercials he wrote for Dr Pepper are in the permanent collection of the Paley Museum of Media in New York.
Today, he heads his agency Heavy Creative, Inc. Website: heavycreative.com.
Published by Really Helpful Books.
SOURCE Heavy Creative, Inc.