The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
John Wiley & Sons, 2006 M12 11 - 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.
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The Origin of This Book
Understanding the Process Preview 9
Practice Practice Practice
The Purpose of All the Graphic Elements of an Ad
The First Sentence
Creating the Perfect Buying Environment
Resonating with the Reader
The Art of Personal Communication
The Copy Sequence
The Editing Process
Understanding What Works Preview
Powerful Copy Elements Explained
The Psychological Triggers
Selling a Cure Not Prevention
Proving the PointsAd Examples
The Slippery Slide
Seeds of Curiosity
Copy as Emotion
Selling the Concept Not the Product
The Incubation Process
How Much Copy Should You Write?
Other editions - View all
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful ...
No preview available - 2007
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