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 53
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... effective mail order advertising. I am sure that attending the seminar will pay dividends many times over in the years ahead. J. M. Robinson Atlantic Richfield Company I told you I'd summarize the 6 or 8 major things, new to me, that I ...
... effective mail order advertising. I am sure that attending the seminar will pay dividends many times over in the years ahead. J. M. Robinson Atlantic Richfield Company I told you I'd summarize the 6 or 8 major things, new to me, that I ...
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... effective copy, and how to present your product, 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 ...
... effective copy, and how to present your product, 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 ...
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... effective. Becoming an expert means learning enough about a product to obtain enough specific knowledge so you can ... effectively communicate this product to the consumer.” That's what we mean by “specific knowledge.” This doesn't mean ...
... effective. Becoming an expert means learning enough about a product to obtain enough specific knowledge so you can ... effectively communicate this product to the consumer.” That's what we mean by “specific knowledge.” This doesn't mean ...
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... effective way to sell a whole series of products. Howard succeeded because he had planted enough seeds in my mind for me to realize what insurance was for, who should sell it to me and who was a good friend and customer. When it came ...
... effective way to sell a whole series of products. Howard succeeded because he had planted enough seeds in my mind for me to realize what insurance was for, who should sell it to me and who was a good friend and customer. When it came ...
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... , usually near the end of the ad. 10. Overall Layout: To provide the overall appearance for the ad, by using effective graphic design for the other elements. After they clearly understood each of the elements that comprise.
... , usually near the end of the ad. 10. Overall Layout: To provide the overall appearance for the ad, by using effective graphic design for the other elements. After they clearly understood each of the elements that comprise.
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