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 54
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... Give Up Enter Bob's Cousin Chapter 34: Consumers Hero A Modern Day Robin Hood The Uncle Henry Problem Consumers Protected Already Enter Consumers Hero Now the Best Part But There's More Easy to Join Chapter 35: Nautilus Spelling Sale ...
... Give Up Enter Bob's Cousin Chapter 34: Consumers Hero A Modern Day Robin Hood The Uncle Henry Problem Consumers Protected Already Enter Consumers Hero Now the Best Part But There's More Easy to Join Chapter 35: Nautilus Spelling Sale ...
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... give away their “secrets” as you did! C. L. Schaldenbrand Word Processing Exchange At times the seminar combined high drama, “made for TV” movie serialization, and mail order technique in an unbeatable blend of education and excitement ...
... give away their “secrets” as you did! C. L. Schaldenbrand Word Processing Exchange At times the seminar combined high drama, “made for TV” movie serialization, and mail order technique in an unbeatable blend of education and excitement ...
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... give me very candid feedback. I also wish to acknowledge the thousands of customers who gave me a tremendous education and for whom I have an unwavering respect. I wish to acknowledge my many competitors, too. I hated it when they ...
... give me very candid feedback. I also wish to acknowledge the thousands of customers who gave me a tremendous education and for whom I have an unwavering respect. I wish to acknowledge my many competitors, too. I hated it when they ...
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... give you fresh insights into the world of copywriting, marketing, human behavior, the Internet, public relations and other lessons taught at my seminar. Even if you are not interested in writing copy, you'll have a better appreciation ...
... give you fresh insights into the world of copywriting, marketing, human behavior, the Internet, public relations and other lessons taught at my seminar. Even if you are not interested in writing copy, you'll have a better appreciation ...
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... give you the skills and insights you need to successfully write copy. I've already personally taken the most expensive course ever. If you would add up my failures and their cost to me, add the insights I received mostly from my ...
... give you the skills and insights you need to successfully write copy. I've already personally taken the most expensive course ever. If you would add up my failures and their cost to me, add the insights I received mostly from my ...
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