The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

Front Cover
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.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

The Origin of This Book
1
Understanding the Process Preview 9
11
Specific Knowledge
15
Practice Practice Practice
23
The Purpose of All the Graphic Elements of an Ad
27
The First Sentence
31
Creating the Perfect Buying Environment
35
Resonating with the Reader
39
The Art of Personal Communication
87
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

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?
81
Lingerie for Men
227
Pet Plane
243
Gold Space Chains
259
Utilizing Your Copywriting Skills
275
Epilogue Some Final Thoughts
313
Index
327
Copyright

Other editions - View all

Common terms and phrases

About the author (2006)

JOSEPH SUGARMAN, author of the bestselling Success Forces, is known throughout the advertising world as a copywriting legend and role model. His ads have moved millions of customers to reach for their wallets, and his JS&A Catalog was once America's largest single direct mail catalog of space-age products. He has given copywriting seminars throughout the United States, Europe, Asia, and Australia.

Bibliographic information