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 37
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... 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 Force of “Reading Gravity ...
... 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 Force of “Reading Gravity ...
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... Environment. Besides holding the reader's attention, there is another important function we are trying to accomplish in the first paragraphs of an advertisement and that is to create a buying environment. Let me cite an example. Picture ...
... Environment. Besides holding the reader's attention, there is another important function we are trying to accomplish in the first paragraphs of an advertisement and that is to create a buying environment. Let me cite an example. Picture ...
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... environment, you'll know that it must be done in the early stages of an advertisement. When you establish the reading momentum at the start of an ad, you also want to start establishing the buying environment as well. The saleslady ...
... environment, you'll know that it must be done in the early stages of an advertisement. When you establish the reading momentum at the start of an ad, you also want to start establishing the buying environment as well. The saleslady ...
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... environment. The environment you choose is created in both the graphic elements and the copy, but especially the copy—by the way you phrase your words, the choice of words and the level of integrity you convey. Unlike a store where you ...
... environment. The environment you choose is created in both the graphic elements and the copy, but especially the copy—by the way you phrase your words, the choice of words and the level of integrity you convey. Unlike a store where you ...
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... environment. Whether it be a private room in a gallery or a car dealer's showroom, you configure the physical environment to be your selling environment. Next, you have to get the attention of the prospect. That certainly makes sense ...
... environment. Whether it be a private room in a gallery or a car dealer's showroom, you configure the physical environment to be your selling environment. Next, you have to get the attention of the prospect. That certainly makes sense ...
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