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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... Create Ideas Lateral Thinking for Ideas The Dictionary as a Tool Running Your Own Company Chapter 2: Specific Knowledge New Technology Required Powerful Presentation You Must Become an Expert You Must Know Your Customer, Too You Must ...
... Create Ideas Lateral Thinking for Ideas The Dictionary as a Tool Running Your Own Company Chapter 2: Specific Knowledge New Technology Required Powerful Presentation You Must Become an Expert You Must Know Your Customer, Too You Must ...
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... Creating the Perfect Buying Environment The Honolulu Experience Painting Looked Incredible You Control the Environment Chapter 7: Resonating with the Reader Wonderful Sales Technique Harmony Is the Key Chapter 8: The Slippery Slide The ...
... Creating the Perfect Buying Environment The Honolulu Experience Painting Looked Incredible You Control the Environment Chapter 7: Resonating with the Reader Wonderful Sales Technique Harmony Is the Key Chapter 8: The Slippery Slide The ...
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... created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher ...
... created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher ...
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... Creating GreatAds, by Luke Sullivan Eating the Big Fish: How Challenger Brands Can Compete against BrandLeaders, by ... Create Demand, by Marian Salzman, Ira Matathia, and Ann O'Reilly Casting for Big Ideas: A New Manifesto forAgency ...
... Creating GreatAds, by Luke Sullivan Eating the Big Fish: How Challenger Brands Can Compete against BrandLeaders, by ... Create Demand, by Marian Salzman, Ira Matathia, and Ann O'Reilly Casting for Big Ideas: A New Manifesto forAgency ...
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... create or build successful businesses—all through the power of their pens. I learned a great deal from them. Finally, I wish to thank, with humility and gratitude, all who have exchanged their hard-earned money for this book. May you ...
... create or build successful businesses—all through the power of their pens. I learned a great deal from them. Finally, I wish to thank, with humility and gratitude, all who have exchanged their hard-earned money for this book. May you ...
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