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 86
Page
... a Preventive a Cure Chapter 21: Rating Your Writing Level Reaching a Mass Market Chapter 22: Seven Steps to Writing Great Copy You've Learned a Great Deal Section Three: Proving the Points—Ad Examples Preview Chapter 23: The.
... a Preventive a Cure Chapter 21: Rating Your Writing Level Reaching a Mass Market Chapter 22: Seven Steps to Writing Great Copy You've Learned a Great Deal Section Three: Proving the Points—Ad Examples Preview Chapter 23: The.
Page
... examples you provided to prove this philosophy will have the greatest payoff for us in the long run. Ed Scofield Garden Way Associates When you're afarmer you always worry about the crop. It's growing too slow—you worry. It's growing ...
... examples you provided to prove this philosophy will have the greatest payoff for us in the long run. Ed Scofield Garden Way Associates When you're afarmer you always worry about the crop. It's growing too slow—you worry. It's growing ...
Page
... examples that were more contemporary. Regardless of the media, however, one fact emerged. You should always first express whatever product or service you are selling in a print direct response ad. It is in this format that you can ...
... examples that were more contemporary. Regardless of the media, however, one fact emerged. You should always first express whatever product or service you are selling in a print direct response ad. It is in this format that you can ...
Page
... example, let us say I wanted to sell my airplane. Typically, I would run an ad and focus on just the airplane, its features and equipment. But in using the Think Tank for lateral thinking, I might draw three totally unrelated words ...
... example, let us say I wanted to sell my airplane. Typically, I would run an ad and focus on just the airplane, its features and equipment. But in using the Think Tank for lateral thinking, I might draw three totally unrelated words ...
Page
... example. Back when I first started JS&A in the basement of my home, I met Howard Franklin. Howard was an insurance salesman from Chicago who bought his first calculator from me from an ad I ran in the Wall Street Journal. He loved his ...
... example. Back when I first started JS&A in the basement of my home, I met Howard Franklin. Howard was an insurance salesman from Chicago who bought his first calculator from me from an ad I ran in the Wall Street Journal. He loved his ...
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