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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... Service Fancy Endorsement Chapter 19: The Psychological Triggers 1. Feeling of Involvement or Ownership 2. Honesty 3 ... Product 11. Prospect Nature 12. Current Fads 13. Timing 14. Linking.
... Service Fancy Endorsement Chapter 19: The Psychological Triggers 1. Feeling of Involvement or Ownership 2. Honesty 3 ... Product 11. Prospect Nature 12. Current Fads 13. Timing 14. Linking.
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... service guarantee. He offered a $6 million home for sale in the airline magazines, accepting American Express, Visa ... product reflect the quirks of the owner. And Joe has a lot of imitators who have personalized their catalogs using ...
... service guarantee. He offered a $6 million home for sale in the airline magazines, accepting American Express, Visa ... product reflect the quirks of the owner. And Joe has a lot of imitators who have personalized their catalogs using ...
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... product or service.” It's really as simple as that. Direct marketing is truly the tool of this century. Using it, you can move millions of people to reach into their pockets for millions of dollars—all from the power of your pen or the ...
... product or service.” It's really as simple as that. Direct marketing is truly the tool of this century. Using it, you can move millions of people to reach into their pockets for millions of dollars—all from the power of your pen or the ...
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... product or service you are selling in a print direct response ad. It is in this format that you can develop the real essence of your product or service. That's exactly what I do. If I have to sell something on the Internet, in a catalog ...
... product or service you are selling in a print direct response ad. It is in this format that you can develop the real essence of your product or service. That's exactly what I do. If I have to sell something on the Internet, in a catalog ...
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... product, service or anything you write about to really be effective. Becoming an expert means learning enough about a product to obtain enough specific knowledge so you can communicate the real nature of what you are trying to sell. Say ...
... product, service or anything you write about to really be effective. Becoming an expert means learning enough about a product to obtain enough specific knowledge so you can communicate the real nature of what you are trying to sell. Say ...
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