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 29
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... I now have a much clearer picture of why our successful promotions succeeded and our failures failed. Richard J. Guilfoyle Limited Editions Collectors Society Adweek and Brandweek Books are designed to present interesting, insightful.
... I now have a much clearer picture of why our successful promotions succeeded and our failures failed. Richard J. Guilfoyle Limited Editions Collectors Society Adweek and Brandweek Books are designed to present interesting, insightful.
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... interesting, insightful books for the general business reader and for professionals in the worlds of media, marketing, and advertising. These are innovative, creative books that address the challenges and opportunities of these ...
... interesting, insightful books for the general business reader and for professionals in the worlds of media, marketing, and advertising. These are innovative, creative books that address the challenges and opportunities of these ...
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... interesting. They are very good listeners. Look at my background. I'm an instrument-rated multi-engine commercial pilot, an amateur radio operator, and a professional photographer; I love computers, music, reading, movies, travel, art ...
... interesting. They are very good listeners. Look at my background. I'm an instrument-rated multi-engine commercial pilot, an amateur radio operator, and a professional photographer; I love computers, music, reading, movies, travel, art ...
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... interesting after Mike explained its features. It was so small that it could easily slip into a shirt pocket. “What frequencies can you broadcast on and what is the power?” I asked, calling on my knowledge of ham radio. “The unit has ...
... interesting after Mike explained its features. It was so small that it could easily slip into a shirt pocket. “What frequencies can you broadcast on and what is the power?” I asked, calling on my knowledge of ham radio. “The unit has ...
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... interesting that your readers—every one of them—will read it in its entirety? The answer: Make it short. If you look at many typical JS&A ads, you'll notice that all of my first sentences are so short they almost aren't sentences. Some ...
... interesting that your readers—every one of them—will read it in its entirety? The answer: Make it short. If you look at many typical JS&A ads, you'll notice that all of my first sentences are so short they almost aren't sentences. Some ...
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