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 60
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... once you have mastered the skills, you will have the ability to build a business from just the power of your pen and with very little capital. When Mike Valentine attended my seminar, he was operating his radar detector company out of ...
... once you have mastered the skills, you will have the ability to build a business from just the power of your pen and with very little capital. When Mike Valentine attended my seminar, he was operating his radar detector company out of ...
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... once you read the simple steps involved and learn about the thinking process you have to develop. I take the mystery out of the process and at the same time show you how you can create great copy even if you've never written any direct ...
... once you read the simple steps involved and learn about the thinking process you have to develop. I take the mystery out of the process and at the same time show you how you can create great copy even if you've never written any direct ...
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... Once again, the more data you have to work with from your life experiences and the more your mind can relate this data to a problem, the better you are going to be at coming up with that really great idea. Running. Your. Own. Company.
... Once again, the more data you have to work with from your life experiences and the more your mind can relate this data to a problem, the better you are going to be at coming up with that really great idea. Running. Your. Own. Company.
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... once in a while Howard would clip out an article on calculators from a local paper or an article from some magazine on some new gadget and send it to me with his card. And every once in a while, Howard stopped by and picked up a ...
... once in a while Howard would clip out an article on calculators from a local paper or an article from some magazine on some new gadget and send it to me with his card. And every once in a while, Howard stopped by and picked up a ...
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... Once I had a need for a burglar alarm, I would look for one that really made sense for my situation. The first thing I would insist on is that it worked. After all, the first time I really need my alarm to work may be the only time it ...
... Once I had a need for a burglar alarm, I would look for one that really made sense for my situation. The first thing I would insist on is that it worked. After all, the first time I really need my alarm to work may be the only time it ...
Contents
1 | |
11 | |
15 | |
23 | |
The Purpose of All the Graphic Elements of an Ad | 27 |
The First Sentence | 31 |
Creating the Perfect Buying Environment | 35 |
Resonating with the Reader | 39 |
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