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 19
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... Radio Television The Infomercial Back-End Sales After-Sale Opportunities Home Shopping The Internet Epilogue Some Final Thoughts Appendix A: Assumed Constraints, Continued Appendix B: Seeds of Curiosity, Continued Appendix C: Summary of ...
... Radio Television The Infomercial Back-End Sales After-Sale Opportunities Home Shopping The Internet Epilogue Some Final Thoughts Appendix A: Assumed Constraints, Continued Appendix B: Seeds of Curiosity, Continued Appendix C: Summary of ...
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... radio or on a computer screen. For most of what I teach in this book I use a print ad as a reference point. Print ads are among the most difficult of all forms of direct marketing. On a single page, in two dimensions, located in a ...
... radio or on a computer screen. For most of what I teach in this book I use a print ad as a reference point. Print ads are among the most difficult of all forms of direct marketing. On a single page, in two dimensions, located in a ...
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... radio operator, and a professional photographer; I love computers, music, reading, movies, travel, art and design. I've done the complete catalog for my company including everything from setting the type to doing the layout. I've done ...
... radio operator, and a professional photographer; I love computers, music, reading, movies, travel, art and design. I've done the complete catalog for my company including everything from setting the type to doing the layout. I've done ...
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... radio operator and photographer. I already had not only vast knowledge of the gadgets I would sell in my business, but knowledge of my customer, as well. I myself was my typical customer. I was the type of individual I had to sell ...
... radio operator and photographer. I already had not only vast knowledge of the gadgets I would sell in my business, but knowledge of my customer, as well. I myself was my typical customer. I was the type of individual I had to sell ...
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... radio operator, I knew of the fun in radio communications and the advantages of having a unit in my car. This was my general knowledge. So I wanted to experience the fad and I decided to get a CB radio. I then became somewhat of an ...
... radio operator, I knew of the fun in radio communications and the advantages of having a unit in my car. This was my general knowledge. So I wanted to experience the fad and I decided to get a CB radio. I then became somewhat of an ...
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