In this landmark book, one of America’s most award-winning copywriters and creative directors, who conducted the copywriting training program at Young & Rubicam for five years, shares the most complete, and often refreshingly original, strategic and creative guidelines ever described for creative copywriting. If you’re looking for a book that explains how you can become a great creative copywriter, who knows how to use the resources of language to magnify the selling proposition, instead of subordinate or otherwise distract from it, you just found it.You’ll discover how to optimize your copywriting for every touchpoint in the customer journey — from a member of the target audience to a prospect, purchaser, brand loyalist and advocate. The tactics are explained so you can implement them yourself and start to achieve remarkably consistent success for your clients and in your career. You’ll also be able to use the book as a helpful companion to refer to over the years.Tom Attea has won all the major 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 Copy Club of New York, The Art Directors Club of New York and many other creative awards. LinkedIn has awarded him its “Best of Copywriting” Citation year after year. He is a Google Certified Partner in all aspects of Google Ads, including search, display, mobile, video, shopping, and analytics, as well as an expert in Facebook and LinkedIn Ads.The book is must reading and a handy reference book for anyone who aspires to be a great copywriter. It often includes creative guidelines for designers, as well as suggestions that account executives and clients should find invaluable.