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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... 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.
... 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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... never have met them, Sugarman knows on a gut level what these guys knew. And that's important, because he's one of the last of a breed. Now for the good news. He's passed the tradition down in this handbook, the best book ever done on ...
... never have met them, Sugarman knows on a gut level what these guys knew. And that's important, because he's one of the last of a breed. Now for the good news. He's passed the tradition down in this handbook, the best book ever done on ...
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... never had to make a major marketing gamble or cover a payroll. I was out there on the firing line, making sure each day that the copy I was writing and the marketing decisions I was making were going to be accepted by the marketplace ...
... never had to make a major marketing gamble or cover a payroll. I was out there on the firing line, making sure each day that the copy I was writing and the marketing decisions I was making were going to be accepted by the marketplace ...
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... never have taken place had it not been for a small vacation I took up to northern Wisconsin to visit my sister and her family. It was during that trip that I discovered the beauty of the north woods and made the decision, with my family ...
... never have taken place had it not been for a small vacation I took up to northern Wisconsin to visit my sister and her family. It was during that trip that I discovered the beauty of the north woods and made the decision, with my family ...
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... never written any direct response copy before. In fact, the most often heard comment I've gotten from those who read my book is simply “I now realize how easy it is to write great copy.” I have built several businesses from the power of ...
... never written any direct response copy before. In fact, the most often heard comment I've gotten from those who read my book is simply “I now realize how easy it is to write great copy.” I have built several businesses from the power of ...
Contents
14 Linking | |
15 Consistency | |
17 Desire to Belong | |
18 Desire to Collect | |
19 Curiosity | |
20 Sense of Urgency | |
21 Fear | |
22 Instant Gratification | |
Harmony Is the Key | |
Chapter 8 | |
The Force of Reading Gravity | |
Save Those Articles | |
Chapter 9 | |
You Never Really Know | |
Chapter 10 | |
An Invitation I Couldnt Refuse | |
What Was Her Angle? | |
Chapter 11 | |
Mercedes Advertising | |
The Emotional Approach | |
Words Have Strong Emotions Attached | |
Chapter 12 | |
Soviet Intrigue | |
Concept Selling Does Well | |
Chapter 13 | |
Your Mind Is Always Working | |
Left Brain versus Right Brain | |
Chapter 14 | |
Long Enough but Short Enough | |
The LongCopy Approach | |
Chapter 15 | |
Emotional Process in Communication | |
Use of a Byline | |
Chapter 16 | |
April Becomes a Real Nuisance | |
Flowing in a Logical Sequence | |
Prepare That Big Idea | |
Chapter 17 | |
Copy Has Space Restrictions | |
Some Principles of Editing | |
Read the Periodicals | |
Computers Are a Great Help | |
Section Two | |
Preview | |
Chapter 18 | |
A FRANK DISCUSSION OF SERVICE | |
FANCY ENDORSEMENT | |
Chapter 19 | |
2 Honesty | |
3 Integrity | |
5 Value and Proof of Value | |
7 Greed | |
9 Satisfaction Conviction | |
10 Nature of Product | |
11 Prospect Nature | |
12 Current Fads | |
13 Timing | |
24 Simplicity | |
25 Human Relationships | |
26 Storytelling | |
27 Mental Engagement | |
28 Guilt | |
30 Familiarity | |
31 Hope | |
Chapter 20 | |
Many Products Make Powerful Cures | |
Make a Preventive a Cure | |
Chapter 21 | |
Chapter 22 | |
Section Three | |
Preview | |
Chapter 23 | |
Chapter 24 | |
YOU CAN IMAGINE THE EXCITEMENT | |
Chapter 25 | |
Chapter 26 | |
Chapter 27 | |
Chapter 28 | |
REAL LOSER | |
SIMPLE TO SET | |
Chapter 29 | |
DAVE IS A FARMER | |
Chapter 30 | |
VERY FAMOUS GUESTS | |
FINAL REFUSAL | |
Chapter 31 | |
MASSIVE CONSPIRACY | |
AUTO PARTS DEALER | |
Chapter 32 | |
COULDNT BELIEVE EYES | |
DRAMATIC DIFFERENCE | |
Chapter 33 | |
SUGGESTION REJECTED | |
Chapter 34 | |
A MODERN DAY ROBIN HOOD | |
NOW THE BEST PART | |
EASY TO JOIN | |
Chapter 35 | |
TOO COSTLY | |
DESIGNED FOR THE LOWER BACK | |
A Note | |
Section Four | |
Preview | |
Chapter 36 | |
Insert Stuffers Bounce Backs and Broadsides | |
Direct Mail | |
Newspapers | |
Billboards | |
Radio | |
Television | |
The Infomercial | |
BackEnd Sales | |
AfterSale Opportunities | |
The Internet | |
Assumed Constraint Examples | |
Axioms | |
Emotion Principles | |
The Psychological Triggers | |
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 answer appeared become believe called catalog Chapter communication concept consumer continue copy copywriting create credibility curiosity customers direct easy editing effective elements emotional entire environment example experience explain fact feel finally give going headline idea important interesting It’s keep knowledge later learned letter look marketing mind nature never offer once paragraph powerful presented principles problem product or service prospect purchase question radio reader realize received remember response selling seminar sense sentence short simple slide sold specific start started story subheadline successful sure talking tell thing thought trying understand unit watch write wrote