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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... trying to outwit them my copywriting skills grew even stronger. There are hundreds of other people I could mention—too numerous to list here—who have played a vital role in my success and growth. A special acknowledgment to all my ...
... trying to outwit them my copywriting skills grew even stronger. There are hundreds of other people I could mention—too numerous to list here—who have played a vital role in my success and growth. A special acknowledgment to all my ...
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... tried many sports—golf, tennis, football, baseball, basketball, scuba diving, skiing, and snowmobiling. I've traveled to every continent on the globe with the exception of the Antarctic and I know I'll eventually get there. I've ...
... tried many sports—golf, tennis, football, baseball, basketball, scuba diving, skiing, and snowmobiling. I've traveled to every continent on the globe with the exception of the Antarctic and I know I'll eventually get there. I've ...
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... tried very hard to accomplish. I'd often say to myself, “No big loss—it's in my back pocket. One of these days I'll use what I've just experienced simply by reaching into my back pocket, and presto, I will have the answer just when I ...
... tried very hard to accomplish. I'd often say to myself, “No big loss—it's in my back pocket. One of these days I'll use what I've just experienced simply by reaching into my back pocket, and presto, I will have the answer just when I ...
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... trying to sell. Say to yourself, “I am an expert or have learned enough to be able to effectively communicate this product to the consumer.” That's what we mean by “specific knowledge.” This doesn't mean that you have to learn ...
... trying to sell. Say to yourself, “I am an expert or have learned enough to be able to effectively communicate this product to the consumer.” That's what we mean by “specific knowledge.” This doesn't mean that you have to learn ...
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... trying to convey about your product or service. Don't worry about how it reads. Just get it down onto something you can work with like a computer screen or a piece of paper and then go from there. To define exactly what copywriting is ...
... trying to convey about your product or service. Don't worry about how it reads. Just get it down onto something you can work with like a computer screen or a piece of paper and then go from there. To define exactly what copywriting 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