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 38
Page
... sure that attending the seminar will pay dividends many times over in the years ahead. J. M. Robinson Atlantic Richfield Company I told you I'd summarize the 6 or 8 major things, new to me, that I got from the seminar. Going over the ...
... sure that attending the seminar will pay dividends many times over in the years ahead. J. M. Robinson Atlantic Richfield Company I told you I'd summarize the 6 or 8 major things, new to me, that I got from the seminar. Going over the ...
Page
... sure each day that the copy I was writing and the marketing decisions I was making were going to be accepted by the marketplace. Second, it was during a time when my success was reaching a peak. Our mail order ads were appearing ...
... sure each day that the copy I was writing and the marketing decisions I was making were going to be accepted by the marketplace. Second, it was during a time when my success was reaching a peak. Our mail order ads were appearing ...
Page
... sure you understand who your customer is and what motivates him or her. You. Must. Understand. a. Product's. Nature. And even if you understand your customer and understand your product, you must realize one more thing. There is a specific ...
... sure you understand who your customer is and what motivates him or her. You. Must. Understand. a. Product's. Nature. And even if you understand your customer and understand your product, you must realize one more thing. There is a specific ...
Page
... sure it worked flawlessly. The second thing that would be important to me is the ease of installation. It would have to be so easy to install that it wouldn't require any outside person stringing wires all over my house. So when I wrote ...
... sure it worked flawlessly. The second thing that would be important to me is the ease of installation. It would have to be so easy to install that it wouldn't require any outside person stringing wires all over my house. So when I wrote ...
Page
... sure that the prospect does not disagree with something you're saying. If for example the salesman said, “Could you use a new Buick?” and the customer said “No,” the sale would have taken a bad turn right there and the harmony would ...
... sure that the prospect does not disagree with something you're saying. If for example the salesman said, “Could you use a new Buick?” and the customer said “No,” the sale would have taken a bad turn right there and the harmony would ...
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