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 45
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... headline that I wrote for the new Sensor digital watch was, “Laser Beam Digital Watch.” The story told of how the watch was made possible thanks to a laser beam and how its new technology benefited the consumer. That single concept ...
... headline that I wrote for the new Sensor digital watch was, “Laser Beam Digital Watch.” The story told of how the watch was made possible thanks to a laser beam and how its new technology benefited the consumer. That single concept ...
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... to define the purpose of each of the 10 elements in an advertisement. The following is what we finally decided: 1. Headline: To get your attention and draw you to Chapter 4 The Purpose of All the Graphic Elements of an Ad.
... to define the purpose of each of the 10 elements in an advertisement. The following is what we finally decided: 1. Headline: To get your attention and draw you to Chapter 4 The Purpose of All the Graphic Elements of an Ad.
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... Headline: To get your attention and draw you to the subheadline. 2. Subheadline: To give you more information and further explain the attention-getting headline. 3. Photo or Drawing: To get your attention and to illustrate the product ...
... Headline: To get your attention and draw you to the subheadline. 2. Subheadline: To give you more information and further explain the attention-getting headline. 3. Photo or Drawing: To get your attention and to illustrate the product ...
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... headline, read the subheadline and then glanced down to the name of the company selling the product. You may have read the captions to both the pictures and the sketches and you may have noticed the tollfree number indicating that you ...
... headline, read the subheadline and then glanced down to the name of the company selling the product. You may have read the captions to both the pictures and the sketches and you may have noticed the tollfree number indicating that you ...
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... headline, photos, logo, etc.) and then you've got to get the person to read the first sentence by making it so simple and so compelling that the reader cannot help but read it. And the next sentence and then the next. And while the ...
... headline, photos, logo, etc.) and then you've got to get the person to read the first sentence by making it so simple and so compelling that the reader cannot help but read it. And the next sentence and then the next. And while 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