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 65
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... offered readers $10 for every spelling error they found in his copy. (“Please don't correct my grammar.”) He offered “loaner” watches to customers as part of a service guarantee. He offered a $6 million home for sale in the airline ...
... offered readers $10 for every spelling error they found in his copy. (“Please don't correct my grammar.”) He offered “loaner” watches to customers as part of a service guarantee. He offered a $6 million home for sale in the airline ...
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... offer seminar courses and I'm glad I made the decision to do them. And many of my participants are glad, too—people whose seminar experience made an enormous difference in their lives. My seminar was different. First, I was an actual ...
... offer seminar courses and I'm glad I made the decision to do them. And many of my participants are glad, too—people whose seminar experience made an enormous difference in their lives. My seminar was different. First, I was an actual ...
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... offer, but I don't really believe in insurance,” was my standard reply. But Howard was a good salesman. Every once in a while Howard would clip out an article on calculators from a local paper or an article from some magazine on some ...
... offer, but I don't really believe in insurance,” was my standard reply. But Howard was a good salesman. Every once in a while Howard would clip out an article on calculators from a local paper or an article from some magazine on some ...
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... offered dehydrated survival food. On occasion, when one of my students wrote a good ad that did not succeed, I would help ... offer would nod his or her head in the affirmative. The sentences were both interesting and true and caused the ...
... offered dehydrated survival food. On occasion, when one of my students wrote a good ad that did not succeed, I would help ... offer would nod his or her head in the affirmative. The sentences were both interesting and true and caused the ...
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... offering the products. One of the paragraphs near the end of the ad summed it up beautifully: So that's our concept ... offered you. I took you into my private room and.
... offering the products. One of the paragraphs near the end of the ad summed it up beautifully: So that's our concept ... offered you. I took you into my private room and.
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