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
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... answered. “Learning the piano is tough. You can't sell that. But you can sell the idea of social success and overcoming whatever deficiencies you have in order to become popular.” Though he may never have met them, Sugarman knows on a ...
... answered. “Learning the piano is tough. You can't sell that. But you can sell the idea of social success and overcoming whatever deficiencies you have in order to become popular.” Though he may never have met them, Sugarman knows on a ...
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... answer just when I need it.” Experiences. Create. Ideas. Our minds are like giant computers. Every experience that goes into your brain—both good and bad—becomes more program material and data to recall and assemble in new ways in the ...
... answer just when I need it.” Experiences. Create. Ideas. Our minds are like giant computers. Every experience that goes into your brain—both good and bad—becomes more program material and data to recall and assemble in new ways in the ...
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... answer, “To establish the corporate identity of the company selling the product,” or you could answer, “To provide a degree of continuity.” But the real answer is to get you to read the copy. Really. If you don't believe it, have ...
... answer, “To establish the corporate identity of the company selling the product,” or you could answer, “To provide a degree of continuity.” But the real answer is to get you to read the copy. Really. If you don't believe it, have ...
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... answer: Make it short. If you look at many typical JS&A ads, you'll notice that all of my first sentences are so short they almost aren't sentences. Some typical ones might be: Losing weight is not easy. It's you against a computer ...
... answer: Make it short. If you look at many typical JS&A ads, you'll notice that all of my first sentences are so short they almost aren't sentences. Some typical ones might be: Losing weight is not easy. It's you against a computer ...
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... answered, “To get you to read the third sentence,” you would be absolutely correct. And for those of you who missed that last answer and I asked you what the purpose of the third sentence was and you answered, “To get you to read the ...
... answered, “To get you to read the third sentence,” you would be absolutely correct. And for those of you who missed that last answer and I asked you what the purpose of the third sentence was and you answered, “To get you to read the ...
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