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
14 Linking | |
15 Consistency | |
17 Desire to Belong | |
18 Desire to Collect | |
19 Curiosity | |
20 Sense of Urgency | |
21 Fear | |
22 Instant Gratification | |
Harmony Is the Key | |
Chapter 8 | |
The Force of Reading Gravity | |
Save Those Articles | |
Chapter 9 | |
You Never Really Know | |
Chapter 10 | |
An Invitation I Couldnt Refuse | |
What Was Her Angle? | |
Chapter 11 | |
Mercedes Advertising | |
The Emotional Approach | |
Words Have Strong Emotions Attached | |
Chapter 12 | |
Soviet Intrigue | |
Concept Selling Does Well | |
Chapter 13 | |
Your Mind Is Always Working | |
Left Brain versus Right Brain | |
Chapter 14 | |
Long Enough but Short Enough | |
The LongCopy Approach | |
Chapter 15 | |
Emotional Process in Communication | |
Use of a Byline | |
Chapter 16 | |
April Becomes a Real Nuisance | |
Flowing in a Logical Sequence | |
Prepare That Big Idea | |
Chapter 17 | |
Copy Has Space Restrictions | |
Some Principles of Editing | |
Read the Periodicals | |
Computers Are a Great Help | |
Section Two | |
Preview | |
Chapter 18 | |
A FRANK DISCUSSION OF SERVICE | |
FANCY ENDORSEMENT | |
Chapter 19 | |
2 Honesty | |
3 Integrity | |
5 Value and Proof of Value | |
7 Greed | |
9 Satisfaction Conviction | |
10 Nature of Product | |
11 Prospect Nature | |
12 Current Fads | |
13 Timing | |
24 Simplicity | |
25 Human Relationships | |
26 Storytelling | |
27 Mental Engagement | |
28 Guilt | |
30 Familiarity | |
31 Hope | |
Chapter 20 | |
Many Products Make Powerful Cures | |
Make a Preventive a Cure | |
Chapter 21 | |
Chapter 22 | |
Section Three | |
Preview | |
Chapter 23 | |
Chapter 24 | |
YOU CAN IMAGINE THE EXCITEMENT | |
Chapter 25 | |
Chapter 26 | |
Chapter 27 | |
Chapter 28 | |
REAL LOSER | |
SIMPLE TO SET | |
Chapter 29 | |
DAVE IS A FARMER | |
Chapter 30 | |
VERY FAMOUS GUESTS | |
FINAL REFUSAL | |
Chapter 31 | |
MASSIVE CONSPIRACY | |
AUTO PARTS DEALER | |
Chapter 32 | |
COULDNT BELIEVE EYES | |
DRAMATIC DIFFERENCE | |
Chapter 33 | |
SUGGESTION REJECTED | |
Chapter 34 | |
A MODERN DAY ROBIN HOOD | |
NOW THE BEST PART | |
EASY TO JOIN | |
Chapter 35 | |
TOO COSTLY | |
DESIGNED FOR THE LOWER BACK | |
A Note | |
Section Four | |
Preview | |
Chapter 36 | |
Insert Stuffers Bounce Backs and Broadsides | |
Direct Mail | |
Newspapers | |
Billboards | |
Radio | |
Television | |
The Infomercial | |
BackEnd Sales | |
AfterSale Opportunities | |
The Internet | |
Assumed Constraint Examples | |
Axioms | |
Emotion Principles | |
The Psychological Triggers | |
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 answer appeared become believe called catalog Chapter communication concept consumer continue copy copywriting create credibility curiosity customers direct easy editing effective elements emotional entire environment example experience explain fact feel finally give going headline idea important interesting It’s keep knowledge later learned letter look marketing mind nature never offer once paragraph powerful presented principles problem product or service prospect purchase question radio reader realize received remember response selling seminar sense sentence short simple slide sold specific start started story subheadline successful sure talking tell thing thought trying understand unit watch write wrote