The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top CopywritersJohn Wiley & Sons, 2012 M06 19 - 368 pages Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success. |
From inside the book
Results 1-5 of 80
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... Chapter 1: General Knowledge Experiences Create Ideas Lateral Thinking for Ideas The Dictionary as a Tool Running Your Own Company Chapter 2: Specific Knowledge New Technology Required Powerful Presentation You Must Become an Expert You ...
... Chapter 1: General Knowledge Experiences Create Ideas Lateral Thinking for Ideas The Dictionary as a Tool Running Your Own Company Chapter 2: Specific Knowledge New Technology Required Powerful Presentation You Must Become an Expert You ...
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... Chapter 5: The First Sentence Magazines Use This Technique The Purpose of the Next Sentence Chapter 6: Creating the Perfect Buying Environment The Honolulu Experience Painting Looked Incredible You Control the Environment Chapter 7 ...
... Chapter 5: The First Sentence Magazines Use This Technique The Purpose of the Next Sentence Chapter 6: Creating the Perfect Buying Environment The Honolulu Experience Painting Looked Incredible You Control the Environment Chapter 7 ...
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... Chapter 12: Selling the Concept, Not the Product Combining Products into Concepts Soviet Intrigue Concept Selling Does Well Price Can Also Affect Concept Chapter 13: The Incubation Process Just Allow It to Happen Left Brain versus Right ...
... Chapter 12: Selling the Concept, Not the Product Combining Products into Concepts Soviet Intrigue Concept Selling Does Well Price Can Also Affect Concept Chapter 13: The Incubation Process Just Allow It to Happen Left Brain versus Right ...
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... Chapter 18: Powerful Copy Elements Explained A Frank Discussion of Service Fancy Endorsement Chapter 19: The Psychological Triggers 1. Feeling of Involvement or Ownership 2. Honesty 3. Integrity 4. Credibility 5. Value and Proof of ...
... Chapter 18: Powerful Copy Elements Explained A Frank Discussion of Service Fancy Endorsement Chapter 19: The Psychological Triggers 1. Feeling of Involvement or Ownership 2. Honesty 3. Integrity 4. Credibility 5. Value and Proof of ...
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... Chapter 20: Selling a Cure, Not Prevention Human Nature at Play Many Products Make Powerful Cures Make a Preventive a Cure Chapter 21: Rating Your Writing Level Reaching a Mass Market Chapter 22: Seven Steps to Writing Great Copy You've ...
... Chapter 20: Selling a Cure, Not Prevention Human Nature at Play Many Products Make Powerful Cures Make a Preventive a Cure Chapter 21: Rating Your Writing Level Reaching a Mass Market Chapter 22: Seven Steps to Writing Great Copy You've ...
Contents
The Copy Sequence | 93 |
The Editing Process | 101 |
Understanding What Works Preview | 111 |
Powerful Copy Elements Explained | 113 |
The Psychological Triggers | 131 |
Selling a Cure Not Prevention | 193 |
Proving the PointsAd Examples | 209 |
Lingerie for Men | 227 |
The Slippery Slide | 45 |
Assumed Constraints | 55 |
Seeds of Curiosity | 59 |
Copy as Emotion | 65 |
Selling the Concept Not the Product | 71 |
The Incubation Process | 77 |
How Much Copy Should You Write? 15 The Art of Personal Communication 81 | 81 |
Pet Plane | 243 |
Gold Space Chains | 259 |
Utilizing Your Copywriting Skills | 275 |
Epilogue Some Final Thoughts | 313 |
Index | 327 |
Other editions - View all
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful ... Joseph Sugarman No preview available - 2007 |
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful ... Joseph Sugarman No preview available - 2007 |
Common terms and phrases
advertising appeared believe called catalog Chapter concept consumer continued copy copywriting create credibility customers direct easy editing effective elements emotional entire environment example experience explain fact feel finally give going headline idea important interesting It’s JS&A keep knowledge later learned letter look marketing mind nature never offer once paragraph powerful presented principles problem product or service prospect purchase question radio reach reader realize received response selling seminar sense sentence short simple slide sold start started story subheadline successful Sugarman sure talking tell thing thought trying turn understand unit watch write wrote