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 56
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... Feeling of Involvement or Ownership 2. Honesty 3. Integrity 4. Credibility 5. Value and Proof of Value 6. Justify the Purchase 7. Greed 8. Establish Authority 9. Satisfaction Conviction 10. Nature of Product 11. Prospect Nature 12 ...
... Feeling of Involvement or Ownership 2. Honesty 3. Integrity 4. Credibility 5. Value and Proof of Value 6. Justify the Purchase 7. Greed 8. Establish Authority 9. Satisfaction Conviction 10. Nature of Product 11. Prospect Nature 12 ...
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... feel for, then you have a great deal of studying to do to make sure you understand who your customer is and what motivates him or her. You. Must. Understand. a. Product's. Nature. And even if you understand your customer and understand your ...
... feel for, then you have a great deal of studying to do to make sure you understand who your customer is and what motivates him or her. You. Must. Understand. a. Product's. Nature. And even if you understand your customer and understand your ...
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... feel for my approach to copywriting and I asked you what the purpose of the second sentence is and you answered, “To get you to read the third sentence,” you would be absolutely correct. And for those of you who missed that last answer ...
... feel for my approach to copywriting and I asked you what the purpose of the second sentence is and you answered, “To get you to read the third sentence,” you would be absolutely correct. And for those of you who missed that last answer ...
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... feeling I experienced from hearing the classical music put me in such a buying mood that I was ready to reach into my pocket and pull out my credit card and buy the $2,000 painting. That lady and that gallery had put me in such a ...
... feeling I experienced from hearing the classical music put me in such a buying mood that I was ready to reach into my pocket and pull out my credit card and buy the $2,000 painting. That lady and that gallery had put me in such a ...
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... feel comfortable and be in a buying mood in that environment, let's take time out for a little lesson on personal sales ability in general, in the next chapter. Chapter 7 Resonating with the Reader When I was only. You Control the ...
... feel comfortable and be in a buying mood in that environment, let's take time out for a little lesson on personal sales ability in general, in the next chapter. Chapter 7 Resonating with the Reader When I was only. You Control the ...
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