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 33
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... started reading his JS&A catalog in 1985. He was totally out of the box. He cracked me up with the sheer exuberance of his copy approach. He offered readers $10 for every spelling error they found in his copy. (“Please don't correct my ...
... started reading his JS&A catalog in 1985. He was totally out of the box. He cracked me up with the sheer exuberance of his copy approach. He offered readers $10 for every spelling error they found in his copy. (“Please don't correct my ...
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... started JS&A in the basement of my home, I met Howard Franklin. Howard was an insurance salesman from Chicago who bought his first calculator from me from an ad I ran in the Wall Street Journal. He loved his calculator and stopped by ...
... started JS&A in the basement of my home, I met Howard Franklin. Howard was an insurance salesman from Chicago who bought his first calculator from me from an ad I ran in the Wall Street Journal. He loved his calculator and stopped by ...
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... started buying them and a whole new fad emerged in the United States—a fad so big that songs, movies and a variety of products were created to capitalize on it. The CB units themselves were in such demand that you couldn't even get one ...
... started buying them and a whole new fad emerged in the United States—a fad so big that songs, movies and a variety of products were created to capitalize on it. The CB units themselves were in such demand that you couldn't even get one ...
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... started writing for my high school paper. It gave me experience and confidence. Write letters, write postcards—just plain write every opportunity you can. I look over my very first JS&A direct response ads and can't believe I wrote them ...
... started writing for my high school paper. It gave me experience and confidence. Write letters, write postcards—just plain write every opportunity you can. I look over my very first JS&A direct response ads and can't believe I wrote them ...
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... started reading your ad, I wasted five minutes of my valuable time reading the entire thing and I was so upset at the complete waste of my time, that I wanted to write you and complain.” As a copywriter, I couldn't have gotten a more ...
... started reading your ad, I wasted five minutes of my valuable time reading the entire thing and I was so upset at the complete waste of my time, that I wanted to write you and complain.” As a copywriter, I couldn't have gotten a more ...
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