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 50
Page
... Understanding the Process Preview Chapter 1: General Knowledge Experiences Create Ideas Lateral Thinking for Ideas The ... Understand a Product's Nature Scare Tactics Don't Usually Work The Product Was Not Unusual Chapter 3: Practice ...
... Understanding the Process Preview Chapter 1: General Knowledge Experiences Create Ideas Lateral Thinking for Ideas The ... Understand a Product's Nature Scare Tactics Don't Usually Work The Product Was Not Unusual Chapter 3: Practice ...
Page
... Understanding What Works Preview Chapter 18: Powerful Copy Elements Explained A Frank Discussion of Service Fancy Endorsement Chapter 19: The Psychological Triggers 1. Feeling of Involvement or Ownership 2. Honesty 3. Integrity 4 ...
... Understanding What Works Preview Chapter 18: Powerful Copy Elements Explained A Frank Discussion of Service Fancy Endorsement Chapter 19: The Psychological Triggers 1. Feeling of Involvement or Ownership 2. Honesty 3. Integrity 4 ...
Page
... understand,” Caples answered. “Learning the piano is tough. You can't sell that. But you can sell the idea of social success and overcoming whatever deficiencies you have in order to become popular.” Though he may never have met them ...
... understand,” Caples answered. “Learning the piano is tough. You can't sell that. But you can sell the idea of social success and overcoming whatever deficiencies you have in order to become popular.” Though he may never have met them ...
Page
... understand. I've even given the manuscript to my new reporters to read. I'm sad to report that Sugarman doesn't write as much copy as he used to—no more catalogs and very few space ads. He's followed the money into infomercials and home ...
... understand. I've even given the manuscript to my new reporters to read. I'm sad to report that Sugarman doesn't write as much copy as he used to—no more catalogs and very few space ads. He's followed the money into infomercials and home ...
Page
... understanding and support during the many seminars we held—always behind the scenes, but their presence was very important and always felt. Judy Sugarman, my sister and copyeditor for 25 years—always there to correct my spelling ...
... understanding and support during the many seminars we held—always behind the scenes, but their presence was very important and always felt. Judy Sugarman, my sister and copyeditor for 25 years—always there to correct my spelling ...
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