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 38
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... entire flock of imitators. Finally, I realized what people were willing to pay just to hear me as a speaker or talk to me as a consultant. Bernie Pargh, an entrepreneur and owner of B.A. Pargh, a business equipment sales company, flew ...
... entire flock of imitators. Finally, I realized what people were willing to pay just to hear me as a speaker or talk to me as a consultant. Bernie Pargh, an entrepreneur and owner of B.A. Pargh, a business equipment sales company, flew ...
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... entire property and even make a profit,” he suggested. The idea really appealed to me. It was a very unique setting. It was isolated and quiet, and the fresh northern Wisconsin air at Minocqua was stimulating and invigorating. I spent a ...
... entire property and even make a profit,” he suggested. The idea really appealed to me. It was a very unique setting. It was isolated and quiet, and the fresh northern Wisconsin air at Minocqua was stimulating and invigorating. I spent a ...
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... entire sentences, change the order of sentences or even paragraphs. It's all part of the copywriting process. I often pointed out to my students that if everybody in the class were given the assignment of writing a draft of an ad for a ...
... entire sentences, change the order of sentences or even paragraphs. It's all part of the copywriting process. I often pointed out to my students that if everybody in the class were given the assignment of writing a draft of an ad for a ...
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... entire ad myself if I felt I had a better overall concept. The first ad, by John Sauer, was written right after our major fuel crunch in 1973, when there were lines of cars at gas pumps that had little or no fuel to pump. The ad is ...
... entire ad myself if I felt I had a better overall concept. The first ad, by John Sauer, was written right after our major fuel crunch in 1973, when there were lines of cars at gas pumps that had little or no fuel to pump. The ad is ...
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... entire length of the slide including the side rails. Picture yourself now climbing up the ladder, sitting at the top of the slide and then letting gravity force you down the slide. As you start to slide down and build momentum, you try ...
... entire length of the slide including the side rails. Picture yourself now climbing up the ladder, sitting at the top of the slide and then letting gravity force you down the slide. As you start to slide down and build momentum, you try ...
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