The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top CopywritersJohn 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. |
From inside the book
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... concepts in space advertising, but you planted some seeds that may well change our marketing program and perhaps even our way of doing business. Frederick J. Simon, President Omaha Steaks International I would recommend your seminars to ...
... concepts in space advertising, but you planted some seeds that may well change our marketing program and perhaps even our way of doing business. Frederick J. Simon, President Omaha Steaks International I would recommend your seminars to ...
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... Concept, Not the Product 13. The Incubation Process 14. How Much Copy Should You Write? 15. The Art of Personal Communication 55 59 65 71 77 81 87 16. The Copy Sequence 93 17. The Editing Process 101 Section Two: Understanding What ...
... Concept, Not the Product 13. The Incubation Process 14. How Much Copy Should You Write? 15. The Art of Personal Communication 55 59 65 71 77 81 87 16. The Copy Sequence 93 17. The Editing Process 101 Section Two: Understanding What ...
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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 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 |
Other editions - View all
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful ... Joseph Sugarman No preview available - 2007 |
Common terms and phrases
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