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 40
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... Comes after. Slippery Slide Examples Save Those Articles Elephants 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.
... Comes after. Slippery Slide Examples Save Those Articles Elephants 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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... Problem Consumers Protected Already Enter Consumers Hero Now the Best Part But There's More Easy to Join Chapter 35: Nautilus Spelling Sale Too Costly The Rules Designed for the Lower Back A Note: The Power of Your Pen Section Four ...
... Problem Consumers Protected Already Enter Consumers Hero Now the Best Part But There's More Easy to Join Chapter 35: Nautilus Spelling Sale Too Costly The Rules Designed for the Lower Back A Note: The Power of Your Pen Section Four ...
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... problems and would want to fly to visit me in the Chicago suburb of Northbrook, where our company was based, just to sit and talk to me for 15 minutes. The. Fateful. Visit. But the seminar would never have taken place had it not been for a ...
... problems and would want to fly to visit me in the Chicago suburb of Northbrook, where our company was based, just to sit and talk to me for 15 minutes. The. Fateful. Visit. But the seminar would never have taken place had it not been for a ...
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... problem. Often, by relating the problem to something that has nothing to do with the problem, a new idea emerges. De Bono created a product that he called his “Think Tank,” which encouraged people to think more laterally and ...
... problem. Often, by relating the problem to something that has nothing to do with the problem, a new idea emerges. De Bono created a product that he called his “Think Tank,” which encouraged people to think more laterally and ...
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... problem, the better you are going to be at coming up with that really great idea. Running. Your. Own. Company. Another factor that makes a great copywriter is the experience of running your own company and being responsible for every word ...
... problem, the better you are going to be at coming up with that really great idea. Running. Your. Own. Company. Another factor that makes a great copywriter is the experience of running your own company and being responsible for every word ...
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