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 44
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... successful. Although I've been in mail orderfor more than 15 years Isoonfound, as a result of your 5-day seminar, that there was more I didn't know than I did know. Ed Axel Energy Group of America, Inc. You did two things right. First ...
... successful. Although I've been in mail orderfor more than 15 years Isoonfound, as a result of your 5-day seminar, that there was more I didn't know than I did know. Ed Axel Energy Group of America, Inc. You did two things right. First ...
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... I now have a much clearer picture of why our successful promotions succeeded and our failures failed. Richard J. Guilfoyle Limited Editions Collectors Society Adweek and Brandweek Books are designed to present interesting, insightful.
... I now have a much clearer picture of why our successful promotions succeeded and our failures failed. Richard J. Guilfoyle Limited Editions Collectors Society Adweek and Brandweek Books are designed to present interesting, insightful.
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... successful businesses—all through the power of their pens. I learned a great deal from them. Finally, I wish to thank, with humility and gratitude, all who have exchanged their hard-earned money for this book. May you, too, learn and ...
... successful businesses—all through the power of their pens. I learned a great deal from them. Finally, I wish to thank, with humility and gratitude, all who have exchanged their hard-earned money for this book. May you, too, learn and ...
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... successful career in advertising and direct marketing. To the public, I was a big success. Babe Ruth is remembered for his home run record and not for the fact that he also held the record for the most strikeouts. And so it was with me ...
... successful career in advertising and direct marketing. To the public, I was a big success. Babe Ruth is remembered for his home run record and not for the fact that he also held the record for the most strikeouts. And so it was with me ...
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... successful. Others, who were already successful, couldn't wait to get back to work and implement their new knowledge. And they too grew in the process. You too will understand how to relate what you've learned about copywriting to other ...
... successful. Others, who were already successful, couldn't wait to get back to work and implement their new knowledge. And they too grew in the process. You too will understand how to relate what you've learned about copywriting to other ...
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