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 58
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... fact, I have yet to find anybody who has experienced the number of failures I experienced during the early stages of my career. But it was through these failures that I received a very costly education that to this day has guided me ...
... fact, I have yet to find anybody who has experienced the number of failures I experienced during the early stages of my career. But it was through these failures that I received a very costly education that to this day has guided me ...
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... facts and figures that had changed over time or to cite a few 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 ...
... facts and figures that had changed over time or to cite a few 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 ...
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... fact that many of the electronic products of the time were obsolete just a few months after they were introduced, we managed to run our ad for over three years before sales slowed down. I have one other example on the importance of ...
... fact that many of the electronic products of the time were obsolete just a few months after they were introduced, we managed to run our ad for over three years before sales slowed down. I have one other example on the importance of ...
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... facts and emotions. It is a mental process. Some copywriters will tell you that many of their greatest works were well thought out in their minds even ... fact to realize Chapter 3 Practice, Practice, Practice It's All a Mental Process.
... facts and emotions. It is a mental process. Some copywriters will tell you that many of their greatest works were well thought out in their minds even ... fact to realize Chapter 3 Practice, Practice, Practice It's All a Mental Process.
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... fact to realize about writing copy is that the first draft of an ad is often terrible and the real skill in copywriting is taking that rough draft and polishing it. You might add words, delete entire sentences, change the order of ...
... fact to realize about writing copy is that the first draft of an ad is often terrible and the real skill in copywriting is taking that rough draft and polishing it. You might add words, delete entire sentences, change the order of ...
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