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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... Concept Emotion in Advertising Mercedes Advertising Logic Often Doesn't Work The Emotional Approach What Comes after. Slippery Slide Examples Save Those Articles Elephants Never Forget You Never Really Know What Was Her Angle? I ...
... Concept Emotion in Advertising Mercedes Advertising Logic Often Doesn't Work The Emotional Approach What Comes after. Slippery Slide Examples Save Those Articles Elephants Never Forget You Never Really Know What Was Her Angle? I ...
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... Concept, Not the Product Combining Products into Concepts Soviet Intrigue Concept Selling Does Well Price Can Also Affect Concept Chapter 13: The Incubation Process Just Allow It to Happen Left Brain versus Right Brain Chapter 14: How ...
... Concept, Not the Product Combining Products into Concepts Soviet Intrigue Concept Selling Does Well Price Can Also Affect Concept Chapter 13: The Incubation Process Just Allow It to Happen Left Brain versus Right Brain Chapter 14: How ...
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... concepts in space advertising, but you planted some seeds that may well change our marketing program and perhaps even our way of doing business. Frederick J. Simon, President Omaha Steaks International I would recommend your seminars to ...
... concepts in space advertising, but you planted some seeds that may well change our marketing program and perhaps even our way of doing business. Frederick J. Simon, President Omaha Steaks International I would recommend your seminars to ...
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... concept or service in a novel and exciting way. You'll learn what really works and what doesn't and how to avoid many of the pitfalls that marketers fall into—and much more. I convey my unique approach to copy by demonstrating my ...
... concept or service in a novel and exciting way. You'll learn what really works and what doesn't and how to avoid many of the pitfalls that marketers fall into—and much more. I convey my unique approach to copy by demonstrating my ...
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... concepts that best reflect the strong selling points that I can use in any other media. With a print ad, you won't have the interactive nature of the Internet or the motion of TV images. You'll need to sell your product or service on a ...
... concepts that best reflect the strong selling points that I can use in any other media. With a print ad, you won't have the interactive nature of the Internet or the motion of TV images. You'll need to sell your product or service on a ...
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