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 31
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... Specific Knowledge New Technology Required Powerful Presentation You Must Become an Expert You Must Know Your Customer, Too You Must Understand a Product's Nature Scare Tactics Don't Usually Work The Product Was Not Unusual Chapter 3 ...
... Specific Knowledge New Technology Required Powerful Presentation You Must Become an Expert You Must Know Your Customer, Too You Must Understand a Product's Nature Scare Tactics Don't Usually Work The Product Was Not Unusual Chapter 3 ...
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... specific or targeted knowledge. Let me explain. The best copywriters in the world are those who are curious about life, read a great deal, have many hobbies, like to travel, have a variety of interests, often master many skills, get ...
... specific or targeted knowledge. Let me explain. The best copywriters in the world are those who are curious about life, read a great deal, have many hobbies, like to travel, have a variety of interests, often master many skills, get ...
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... more than just having a lot of experience in life. What you will learn in the next chapter is just as important. Chapter 2 Specific Knowledge I was sitting in the laboratory The Dictionary as a Tool Running Your Own Company.
... more than just having a lot of experience in life. What you will learn in the next chapter is just as important. Chapter 2 Specific Knowledge I was sitting in the laboratory The Dictionary as a Tool Running Your Own Company.
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... Specific. Knowledge. I was sitting in the laboratory of the Sensor Watch Company in Dallas, Texas, looking through a ... specific knowledge. You Must Become an Expert You need to become an Chapter 2 Specific Knowledge New Technology ...
... Specific. Knowledge. I was sitting in the laboratory of the Sensor Watch Company in Dallas, Texas, looking through a ... specific knowledge. You Must Become an Expert You need to become an Chapter 2 Specific Knowledge New Technology ...
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... specific knowledge so you can communicate the real nature of what you are trying to sell. Say to yourself, “I am an expert or have learned enough to be able to effectively communicate this product to the consumer.” That's what we mean ...
... specific knowledge so you can communicate the real nature of what you are trying to sell. Say to yourself, “I am an expert or have learned enough to be able to effectively communicate this product to the consumer.” That's what we mean ...
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