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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... What Comes after. Slippery Slide Examples Save Those Articles Elephants Never Forget You Never Really Know What Was Her Angle? I Explained the Problems A Shock I Never Expected Chapter 11: Copy as Emotion Your Mind Is Always Working.
... What Comes after. Slippery Slide Examples Save Those Articles Elephants Never Forget You Never Really Know What Was Her Angle? I Explained the Problems A Shock I Never Expected Chapter 11: Copy as Emotion Your Mind Is Always Working.
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... Reader April Becomes a Real Nuisance Logical Progression of Flowchart Flowing in a Logical Sequence Prepare That Big Idea Try Patterning Your Ad Chapter 17: Your Mind Is Always Working Dave is a Farmer Dave Gets the Word Advanced Avionics.
... Reader April Becomes a Real Nuisance Logical Progression of Flowchart Flowing in a Logical Sequence Prepare That Big Idea Try Patterning Your Ad Chapter 17: Your Mind Is Always Working Dave is a Farmer Dave Gets the Word Advanced Avionics.
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... Mind to Greater Creative Thinking, by Tom Monahan Beyond Disruption: Changing the Rules in the Marketplace, by Jean-Marie Dru AndNow a Few Laughsfrom Our Sponsor: The Best ofFifty Years ofRadio Commercials, by Larry Oakner Sixty Trends ...
... Mind to Greater Creative Thinking, by Tom Monahan Beyond Disruption: Changing the Rules in the Marketplace, by Jean-Marie Dru AndNow a Few Laughsfrom Our Sponsor: The Best ofFifty Years ofRadio Commercials, by Larry Oakner Sixty Trends ...
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... a great deal from them. Finally, I wish to thank, with humility and gratitude, all who have exchanged their hard-earned money for this book. May you, too, learn and prosper. Introduction The Origins of This Book The truly creative mind.
... a great deal from them. Finally, I wish to thank, with humility and gratitude, all who have exchanged their hard-earned money for this book. May you, too, learn and prosper. Introduction The Origins of This Book The truly creative mind.
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... mind in any field is no more than . . . a cruelly delicate organism with the overpowering necessity to create, create, create—so that without the creating of music or poetry or books or buildings or something of meaning, his very breath ...
... mind in any field is no more than . . . a cruelly delicate organism with the overpowering necessity to create, create, create—so that without the creating of music or poetry or books or buildings or something of meaning, his very breath ...
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