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 55
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... Experiences 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 ...
... Experiences 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 ...
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... 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” Chapter 9: Assumed ...
... 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” Chapter 9: Assumed ...
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... experienced the direct consequences of my successes and failures. Failures. Outnumbered. Successes. My failures far ... experience made an enormous difference in their lives. My seminar was different. First, I was an actual practitioner ...
... experienced the direct consequences of my successes and failures. Failures. Outnumbered. Successes. My failures far ... experience made an enormous difference in their lives. My seminar was different. First, I was an actual practitioner ...
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... experience for many who went on to become quite successful. Others, who were already successful, couldn't wait to get back to work and implement their new knowledge. And they too grew in the process. You too will understand how to ...
... experience for many who went on to become quite successful. Others, who were already successful, couldn't wait to get back to work and implement their new knowledge. And they too grew in the process. You too will understand how to ...
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... experience since then in the visual medium of TV—infomercials, TV spots and home shopping. Regardless of your current educational level or knowledge of marketing, this book will give you fresh insights into the world of copywriting ...
... experience since then in the visual medium of TV—infomercials, TV spots and home shopping. Regardless of your current educational level or knowledge of marketing, this book will give you fresh insights into the world of copywriting ...
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