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 56
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... 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 makes effective mail order advertising. I am sure that attending ...
... 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 makes effective mail order advertising. I am sure that attending ...
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... starting in the 1970s during a time when I was actively involved in both writing copy and marketing a range of products that included everything from electronics to collectibles—from Bone Fones to Picasso tiles. I was a prolific writer ...
... starting in the 1970s during a time when I was actively involved in both writing copy and marketing a range of products that included everything from electronics to collectibles—from Bone Fones to Picasso tiles. I was a prolific writer ...
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... start reading your ad, convey the complete story of your product or service and then convince the person to reach for the phone and order. To understand this process and to effectively implement it requires a lot of experience and skill ...
... start reading your ad, convey the complete story of your product or service and then convince the person to reach for the phone and order. To understand this process and to effectively implement it requires a lot of experience and skill ...
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... start a mental process and movement that will take you to where you would like to be. But being a great copywriter is more than just having a lot of experience in life. What you will learn in the next chapter is just as important ...
... start a mental process and movement that will take you to where you would like to be. But being a great copywriter is more than just having a lot of experience in life. What you will learn in the next chapter is just as important ...
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... start of the citizens band (CB) radio boom in the United States. Back then, the U.S. government had imposed a reduced nationwide speed limit of 55 miles per hour to conserve fuel. The lower speed limits really affected those 18-wheel ...
... start of the citizens band (CB) radio boom in the United States. Back then, the U.S. government had imposed a reduced nationwide speed limit of 55 miles per hour to conserve fuel. The lower speed limits really affected those 18-wheel ...
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