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
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... Knowledge Experiences Create Ideas Lateral Thinking for Ideas The Dictionary as a Tool Running Your Own Company Chapter 2: Specific Knowledge New Technology Required Powerful Presentation You Must Become an Expert You Must Know Your ...
... Knowledge Experiences Create Ideas Lateral Thinking for Ideas The Dictionary as a Tool Running Your Own Company Chapter 2: Specific Knowledge New Technology Required Powerful Presentation You Must Become an Expert You Must Know Your ...
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... knowledge and the skill with which you organized and presented it was far above what I anticipated whenIsigned upfor the seminar. But the realpayoffwas what the course covered that was not in the outline. Ifeel that the content relating ...
... knowledge and the skill with which you organized and presented it was far above what I anticipated whenIsigned upfor the seminar. But the realpayoffwas what the course covered that was not in the outline. Ifeel that the content relating ...
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... knowledge of their craft and a desire to enlighten others. We hope readers will find these books as helpful and inspiring as Adweek, Brandweek, and Mediaweek magazines. Published Disruption: Overturning Conventions and Shaking Up the ...
... knowledge of their craft and a desire to enlighten others. We hope readers will find these books as helpful and inspiring as Adweek, Brandweek, and Mediaweek magazines. Published Disruption: Overturning Conventions and Shaking Up the ...
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... knowledge. And they too grew in the process. You too will understand how to relate what you've learned about copywriting to other forms of marketing and you'll see how many of the same principles apply. The. Goal. of. Copy. Throughout this ...
... knowledge. And they too grew in the process. You too will understand how to relate what you've learned about copywriting to other forms of marketing and you'll see how many of the same principles apply. The. Goal. of. Copy. Throughout this ...
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... knowledge that helped them continue to grow and prosper. 17. Seminars. Given. I had 312 students attending 17 seminars—from the first one in the summer of 1977 to the last one given in Maui, Hawaii, in the spring of 2000. The rest of my ...
... knowledge that helped them continue to grow and prosper. 17. Seminars. Given. I had 312 students attending 17 seminars—from the first one in the summer of 1977 to the last one given in Maui, Hawaii, in the spring of 2000. The rest of 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