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 35
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... Communication Emotional Process in Communication Letters Should Be Personal Use of a Byline Even Magazines Have Personalities Chapter 16: The Copy Sequence Leading the Reader April Becomes a Real Nuisance Logical Progression of ...
... Communication Emotional Process in Communication Letters Should Be Personal Use of a Byline Even Magazines Have Personalities Chapter 16: The Copy Sequence Leading the Reader April Becomes a Real Nuisance Logical Progression of ...
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... communicate that have occurred since I wrote it. The modifications were primarily to update certain facts and figures that had changed over time or to cite a few examples that were more contemporary. Regardless of the media, however ...
... communicate that have occurred since I wrote it. The modifications were primarily to update certain facts and figures that had changed over time or to cite a few examples that were more contemporary. Regardless of the media, however ...
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... communicate the real nature of what you are trying to sell. Say to yourself, “I am an expert or have learned enough to be able to effectively communicate this product to the consumer.” That's what we mean by “specific knowledge.” This ...
... communicate the real nature of what you are trying to sell. Say to yourself, “I am an expert or have learned enough to be able to effectively communicate this product to the consumer.” That's what we mean by “specific knowledge.” This ...
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... communicate with each other. The truck drivers would travel in caravans and truckers ahead of the caravan would ... communications and the advantages of having a unit in my car. This was my general knowledge. So I wanted to experience ...
... communicate with each other. The truck drivers would travel in caravans and truckers ahead of the caravan would ... communications and the advantages of having a unit in my car. This was my general knowledge. So I wanted to experience ...
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... is to know your product and know your customer. It is this specific knowledge that will make a dramatic difference in your ability to communicate your thoughts in copy. Chapter 3 Practice, Practice, Practice One of the first things.
... is to know your product and know your customer. It is this specific knowledge that will make a dramatic difference in your ability to communicate your thoughts in copy. Chapter 3 Practice, Practice, Practice One of the first things.
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