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 37
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... tell you how much I regret the loss ofthe seminar material, which is ofinestimable valuefor me, and which was also in the bags. Herman Van Hove Brussels, Belgium It has given me afresh perspective and the insightI had sought when Ifirst ...
... tell you how much I regret the loss ofthe seminar material, which is ofinestimable valuefor me, and which was also in the bags. Herman Van Hove Brussels, Belgium It has given me afresh perspective and the insightI had sought when Ifirst ...
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... tell the time—even at night—without pressing any buttons. But I felt that there had to be a powerful way of presenting the product and I still wasn't comfortable with what I had. The Sensor 770 was very expensive to make and sell. So I ...
... tell the time—even at night—without pressing any buttons. But I felt that there had to be a powerful way of presenting the product and I still wasn't comfortable with what I had. The Sensor 770 was very expensive to make and sell. So I ...
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... tell you that many of their greatest works were well thought out in their minds even before they put them on paper. Joe Karbo wrote one of the most successful income opportunity ads ever written for his book, The Lazy Man's Way to ...
... tell you that many of their greatest works were well thought out in their minds even before they put them on paper. Joe Karbo wrote one of the most successful income opportunity ads ever written for his book, The Lazy Man's Way to ...
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... tell you, you will eventually realize that what I am saying is correct. Most importantly, though, when you realize this and start writing with this in the back of your mind, you'll be amazed at the change in your results—whether your ...
... tell you, you will eventually realize that what I am saying is correct. Most importantly, though, when you realize this and start writing with this in the back of your mind, you'll be amazed at the change in your results—whether your ...
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... 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? Read it, of course. If the reader doesn't read your very first sentence ...
... 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? Read it, of course. If the reader doesn't read your very first sentence ...
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