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 47
Page iv
... I've been in mail order for more than 15 years I soon found, as a result of your 5-day seminar, that there was more I didn't know than I did know. Ed Axel Energy Group of America, Inc. You did two things right. First, you charged $2,000 ...
... I've been in mail order for more than 15 years I soon found, as a result of your 5-day seminar, that there was more I didn't know than I did know. Ed Axel Energy Group of America, Inc. You did two things right. First, you charged $2,000 ...
Page xvi
... I've even given the manuscript to my new reporters to read. I'm sad to report that Sugarman doesn't write as much copy as he used to—no more catalogs and very few space ads. He's followed the money into infomercials and home shopping ...
... I've even given the manuscript to my new reporters to read. I'm sad to report that Sugarman doesn't write as much copy as he used to—no more catalogs and very few space ads. He's followed the money into infomercials and home shopping ...
Page
... I've done the complete catalog for my company including everything from setting the type to doing the layout. I've done all the photography and even some of the modeling. (My hand became quite famous, but more on that later.) I've tried ...
... I've done the complete catalog for my company including everything from setting the type to doing the layout. I've done all the photography and even some of the modeling. (My hand became quite famous, but more on that later.) I've tried ...
Page 2
... I've spent over $1,000 just to hear you speak for 45 minutes,” he told me. I would also get calls from people who had marketing prob- lems and would want to fly to visit me in the Chicago suburb of Northbrook, where our company was ...
... I've spent over $1,000 just to hear you speak for 45 minutes,” he told me. I would also get calls from people who had marketing prob- lems and would want to fly to visit me in the Chicago suburb of Northbrook, where our company was ...
Page 11
... I've done the complete catalog for my company including everything from setting the type to doing the layout. I've done all the photography and even some of the modeling. (My hand became quite famous, but more on that later.) I've tried ...
... I've done the complete catalog for my company including everything from setting the type to doing the layout. I've done all the photography and even some of the modeling. (My hand became quite famous, but more on that later.) I've tried ...
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