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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... look out at the lake, relax and enjoy the clean north-woods air. It was an idyllic setting in a remote part of America—a place where my students would learn a form of copywriting and marketing that they could not learn anyplace else ...
... look out at the lake, relax and enjoy the clean north-woods air. It was an idyllic setting in a remote part of America—a place where my students would learn a form of copywriting and marketing that they could not learn anyplace else ...
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... look for other skills to master. They hunger for experience and knowledge and find other people interesting. They are very good listeners. Look at my background. I'm an instrument-rated multi-engine commercial pilot, an amateur radio ...
... look for other skills to master. They hunger for experience and knowledge and find other people interesting. They are very good listeners. Look at my background. I'm an instrument-rated multi-engine commercial pilot, an amateur radio ...
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... look at every problem as a nail.” The more tools you have to work on a problem in the form of experiences or knowledge, the more new ways you can figure out how to solve it. Lateral. Thinking. for. Ideas. Edward de Bono, one of the great ...
... look at every problem as a nail.” The more tools you have to work on a problem in the form of experiences or knowledge, the more new ways you can figure out how to solve it. Lateral. Thinking. for. Ideas. Edward de Bono, one of the great ...
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... look back at my advertising, I see a learning curve that would not have been possible had it not been for that immense wealth of broad experience. You're going to read about many of those experiences throughout this book. You'll be able ...
... look back at my advertising, I see a learning curve that would not have been possible had it not been for that immense wealth of broad experience. You're going to read about many of those experiences throughout this book. You'll be able ...
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... look for one that really made sense for my situation. The first thing I would insist on is that it worked. After all, the first time I really need my alarm to work may be the only time it would be called upon to work, and I'd want to ...
... look for one that really made sense for my situation. The first thing I would insist on is that it worked. After all, the first time I really need my alarm to work may be the only time it would be called upon to work, and I'd want to ...
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