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
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