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 28
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... Nature Scare Tactics Don't Usually Work The Product Was Not Unusual Chapter 3: Practice, Practice, Practice It's All a Mental Process Don't Worry about the First Draft Chapter 4: The Purpose of All the Graphic Elements of an Ad Chapter ...
... Nature Scare Tactics Don't Usually Work The Product Was Not Unusual Chapter 3: Practice, Practice, Practice It's All a Mental Process Don't Worry about the First Draft Chapter 4: The Purpose of All the Graphic Elements of an Ad Chapter ...
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... . Integrity 4. Credibility 5. Value and Proof of Value 6. Justify the Purchase 7. Greed 8. Establish Authority 9. Satisfaction Conviction 10. Nature of Product 11. Prospect Nature 12. Current Fads 13. Timing 14. Linking.
... . Integrity 4. Credibility 5. Value and Proof of Value 6. Justify the Purchase 7. Greed 8. Establish Authority 9. Satisfaction Conviction 10. Nature of Product 11. Prospect Nature 12. Current Fads 13. Timing 14. Linking.
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... Nature 12. Current Fads 13. Timing 14. Linking 15. Consistency 16. Harmonize 17. Desire to Belong 18. Desire to Collect 19. Curiosity 20. Sense of Urgency 21. Fear 22. Instant Gratification 23. Exclusivity, Rarity or Uniqueness 24 ...
... Nature 12. Current Fads 13. Timing 14. Linking 15. Consistency 16. Harmonize 17. Desire to Belong 18. Desire to Collect 19. Curiosity 20. Sense of Urgency 21. Fear 22. Instant Gratification 23. Exclusivity, Rarity or Uniqueness 24 ...
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... Nature You Can Imagine the Excitement Chapter 25: Lingerie for Men Chapter 26: The More You Learn Chapter 27: A More Stimulating Way Chapter 28: Magic Baloney Real Loser Ok, Let's Test it Simple to Set Realize Savings Chapter 29: Pet ...
... Nature You Can Imagine the Excitement Chapter 25: Lingerie for Men Chapter 26: The More You Learn Chapter 27: A More Stimulating Way Chapter 28: Magic Baloney Real Loser Ok, Let's Test it Simple to Set Realize Savings Chapter 29: Pet ...
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... Nature's Response.” The. Most. Expensive. Seminar. Back in 1977, I was charging $2,000 for five days—a price that made it, at the time, the most expensive seminar in the direct marketing business. For my seminars 10 years later, I charged ...
... Nature's Response.” The. Most. Expensive. Seminar. Back in 1977, I was charging $2,000 for five days—a price that made it, at the time, the most expensive seminar in the direct marketing business. For my seminars 10 years later, I charged ...
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