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
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... Talking to Today's Cynical Consumer, by Jonathan Bond and Richard Kirshenbaum Truth, Lies and Advertising: The Art ofAccount Planning, by Jon Steel Hey, Whipple, Squeeze This: A Guide to Creating GreatAds, by Luke Sullivan Eating the ...
... Talking to Today's Cynical Consumer, by Jonathan Bond and Richard Kirshenbaum Truth, Lies and Advertising: The Art ofAccount Planning, by Jon Steel Hey, Whipple, Squeeze This: A Guide to Creating GreatAds, by Luke Sullivan Eating the ...
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... talked to clients, he promised a breakthrough—not as we have now, minuscule improvement.” Then there was John Caples, who entered American folklore by writing “They Laughed When I Sat Down at the Piano.” The late Larry Chait asked ...
... talked to clients, he promised a breakthrough—not as we have now, minuscule improvement.” Then there was John Caples, who entered American folklore by writing “They Laughed When I Sat Down at the Piano.” The late Larry Chait asked ...
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... talking about is reading the first sentence, aren't we? What does this tell you about the first sentence? Pretty important, isn't it? And if the first sentence is pretty important, what do you hope the person who looks at your ad does ...
... talking about is reading the first sentence, aren't we? What does this tell you about the first sentence? Pretty important, isn't it? And if the first sentence is pretty important, what do you hope the person who looks at your ad does ...
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... talking about product features or benefits, but if you lose sight of the fact that your sole purpose at the beginning of an ad is to hold that reader's attention at almost any cost, then you may lose your reader for lack of interest ...
... talking about product features or benefits, but if you lose sight of the fact that your sole purpose at the beginning of an ad is to hold that reader's attention at almost any cost, then you may lose your reader for lack of interest ...
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... talking and there was a short pause. As she looked straight into my eyes, she said, “Can you help me? I mean really help me? Like write the copy for the mailing piece, help me pick the proper list and guide me as my mentor?” Since I was ...
... talking and there was a short pause. As she looked straight into my eyes, she said, “Can you help me? I mean really help me? Like write the copy for the mailing piece, help me pick the proper list and guide me as my mentor?” Since I was ...
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