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 42
Page
... subheadline and the photos and captions. Then comes the sales pitch or the copy in a print ad. During this activity, the seller has two thoughts in mind. The first is that the buyer must like and develop confidence in the seller. The ...
... subheadline and the photos and captions. Then comes the sales pitch or the copy in a print ad. During this activity, the seller has two thoughts in mind. The first is that the buyer must like and develop confidence in the seller. The ...
Page 27
... sub- headline. 2. Subheadline: To give you more information and further ex- plain the attention-getting headline. 3. Photo or Drawing: To get your attention and to illustrate the product more fully. 4. Caption: To describe the photo or ...
... sub- headline. 2. Subheadline: To give you more information and further ex- plain the attention-getting headline. 3. Photo or Drawing: To get your attention and to illustrate the product more fully. 4. Caption: To describe the photo or ...
Page 28
... Subheadline Paragraph Heading Photos & Drawings Captions Copy Price Logo Response Device THE PURPOSE OF ALL THE GRAPHIC ELEMENTS OF AN AD. Pocket CB New integrated circuit technology and a major electronic breakthrough brings you the ...
... Subheadline Paragraph Heading Photos & Drawings Captions Copy Price Logo Response Device THE PURPOSE OF ALL THE GRAPHIC ELEMENTS OF AN AD. Pocket CB New integrated circuit technology and a major electronic breakthrough brings you the ...
Page 29
... subheadline and then glanced down to the name of the company selling the prod- uct. You may have read the captions to both the pictures and the sketches and you may have noticed the toll-free number indicat- ing that you could order the ...
... subheadline and then glanced down to the name of the company selling the prod- uct. You may have read the captions to both the pictures and the sketches and you may have noticed the toll-free number indicat- ing that you could order the ...
Page 30
... subheadline in the ad?” don't answer, “A subheadline is designed to give you more information and to further explain the attention-getting headline.” Neither of the above reasons is as important as the fact that the subheadline is ...
... subheadline in the ad?” don't answer, “A subheadline is designed to give you more information and to further explain the attention-getting headline.” Neither of the above reasons is as important as the fact that the subheadline is ...
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