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 39
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... Sense of Urgency 21. Fear 22. Instant Gratification 23. Exclusivity, Rarity or Uniqueness 24. Simplicity 25. Human Relationships 26. Storytelling 27. Mental Engagement 28. Guilt 29. Specificity 30. Familiarity 31. Hope Chapter 20 ...
... Sense of Urgency 21. Fear 22. Instant Gratification 23. Exclusivity, Rarity or Uniqueness 24. Simplicity 25. Human Relationships 26. Storytelling 27. Mental Engagement 28. Guilt 29. Specificity 30. Familiarity 31. Hope Chapter 20 ...
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... Sense of International Advertising, by Simon Anholt Attention! How to Interrupt, Yell, Whisper and Touch Consumers, by Ken Sacharin The Peaceable Kingdom: Building a Company without Factionalism, Fiefdoms, Fear, and Other Staples ...
... Sense of International Advertising, by Simon Anholt Attention! How to Interrupt, Yell, Whisper and Touch Consumers, by Ken Sacharin The Peaceable Kingdom: Building a Company without Factionalism, Fiefdoms, Fear, and Other Staples ...
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... sense for my situation. The first thing I would insist on is that it worked. After all, the first time I really need my alarm to work may be the only time it would be called upon to work, and I'd want to make sure it worked flawlessly ...
... sense for my situation. The first thing I would insist on is that it worked. After all, the first time I really need my alarm to work may be the only time it would be called upon to work, and I'd want to make sure it worked flawlessly ...
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... sense and is related to the headline of a print ad. Once you have the prospect's attention, the next step is to introduce yourself and say something that will keep the attention of the prospect. This is similar to the subheadline and ...
... sense and is related to the headline of a print ad. Once you have the prospect's attention, the next step is to introduce yourself and say something that will keep the attention of the prospect. This is similar to the subheadline and ...
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... sense to me. I selected engineers, accountants and surveyors, for example. I selected wealthy people at their home addresses. I chose the mail order buyers from a certain catalog that sold similar products. But when it came to the last ...
... sense to me. I selected engineers, accountants and surveyors, for example. I selected wealthy people at their home addresses. I chose the mail order buyers from a certain catalog that sold similar products. But when it came to the last ...
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