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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... and Marketing Copy from One of America's Top Copywriters Joseph Sugarman. To Mary Stanke, whose support through three-and-a-halfdecades has been instrumental to my success. From Seminar Participants Who Learned What You Are About to.
... and Marketing Copy from One of America's Top Copywriters Joseph Sugarman. To Mary Stanke, whose support through three-and-a-halfdecades has been instrumental to my success. From Seminar Participants Who Learned What You Are About to.
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... seminar, and I learned a lot. I am more determined than ever to start and succeed at running a mail order business. Lee R. Herrington III, President Herrington's Catalog Your seminar has really opened my eyes to a realization of what ...
... seminar, and I learned a lot. I am more determined than ever to start and succeed at running a mail order business. Lee R. Herrington III, President Herrington's Catalog Your seminar has really opened my eyes to a realization of what ...
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... seminar material, which is ofinestimable valuefor me, and which was also in the bags. Herman Van Hove Brussels, Belgium It has given me afresh perspective and the insightI had sought when Ifirst decided to attend your seminar. I now ...
... seminar material, which is ofinestimable valuefor me, and which was also in the bags. Herman Van Hove Brussels, Belgium It has given me afresh perspective and the insightI had sought when Ifirst decided to attend your seminar. I now ...
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... seminars we held—always behind the scenes, but their presence was very important and always felt. Judy Sugarman, my ... seminar participants who learned from me and went on to create or build successful businesses—all through the power ...
... seminars we held—always behind the scenes, but their presence was very important and always felt. Judy Sugarman, my ... seminar participants who learned from me and went on to create or build successful businesses—all through the power ...
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... seminar courses and I'm glad I made the decision to do them. And many of my participants are glad, too—people whose seminar experience made an enormous difference in their lives. My seminar was different. First, I was an actual ...
... seminar courses and I'm glad I made the decision to do them. And many of my participants are glad, too—people whose seminar experience made an enormous difference in their lives. My seminar was different. First, I was an actual ...
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