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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... called “Nature's Response.” The. Most. Expensive. Seminar. Back in 1977, I was charging $2,000 for five days—a price that made it, at the time, the most expensive seminar in the direct marketing business. For my seminars 10 years later, I ...
... called “Nature's Response.” The. Most. Expensive. Seminar. Back in 1977, I was charging $2,000 for five days—a price that made it, at the time, the most expensive seminar in the direct marketing business. For my seminars 10 years later, I ...
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... called Advertising Secrets of the Written Word. The book consisted of the lessons I had taught at exclusive seminars I conducted beginning in 1977. My challenge was to take the first book, revise it to make it current and add many of ...
... called Advertising Secrets of the Written Word. The book consisted of the lessons I had taught at exclusive seminars I conducted beginning in 1977. My challenge was to take the first book, revise it to make it current and add many of ...
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... called his “Think Tank,” which encouraged people to think more laterally and consequently more creatively. It was an eight-inch sphere mounted on a platform. Through a small window you could see a selection of 14,000 words printed on ...
... called his “Think Tank,” which encouraged people to think more laterally and consequently more creatively. It was an eight-inch sphere mounted on a platform. Through a small window you could see a selection of 14,000 words printed on ...
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... called Howard on the phone. “Howard, remember our many discussions on insurance and protecting your family and stuff? Well, I think that we should sit down and work out some sort of program for an insurance plan for my family and me.” I ...
... called Howard on the phone. “Howard, remember our many discussions on insurance and protecting your family and stuff? Well, I think that we should sit down and work out some sort of program for an insurance plan for my family and me.” I ...
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... called and placed their orders. Fortunately, there were enough people who wanted a unit when they saw the ad to earn us a nice profit, but we also received orders months after we stopped running our ads. And despite the fact that many ...
... called and placed their orders. Fortunately, there were enough people who wanted a unit when they saw the ad to earn us a nice profit, but we also received orders months after we stopped running our ads. And despite the fact that many ...
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