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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... received a very costly education that to this day has guided me through a successful career in advertising and direct marketing. To the public, I was a big success. Babe Ruth is remembered for his home run record and not for the fact ...
... received a very costly education that to this day has guided me through a successful career in advertising and direct marketing. To the public, I was a big success. Babe Ruth is remembered for his home run record and not for the fact ...
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... received many orders from people who had cut out the ad and put it in a file. When indeed they were threatened, they then called and placed their orders. Fortunately, there were enough people who wanted a unit when they saw the ad to ...
... received many orders from people who had cut out the ad and put it in a file. When indeed they were threatened, they then called and placed their orders. Fortunately, there were enough people who wanted a unit when they saw the ad to ...
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... received mostly from my failures, and then add the experiences I've had in copywriting and marketing, you would see that it has indeed been an expensive education. And you're about to share in it. Chapter 4 The Purpose of All the ...
... received mostly from my failures, and then add the experiences I've had in copywriting and marketing, you would see that it has indeed been an expensive education. And you're about to share in it. Chapter 4 The Purpose of All the ...
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... received a letter from a reader of Scientific American magazine in response to one of our ads on thermostats. The lady who sent me the typewritten letter told me that she had no need for a thermostat, was not interested in the subject ...
... received a letter from a reader of Scientific American magazine in response to one of our ads on thermostats. The lady who sent me the typewritten letter told me that she had no need for a thermostat, was not interested in the subject ...
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... received from teachers or friends are still in our subconscious, and whether we want to admit it or not, they really do affect us. If you understand the hurt and you understand some of the constraints we put upon ourselves, then you are ...
... received from teachers or friends are still in our subconscious, and whether we want to admit it or not, they really do affect us. If you understand the hurt and you understand some of the constraints we put upon ourselves, then you are ...
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