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

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John Wiley & Sons, 2006 M12 11 - 368 pages
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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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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

The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful ...
Joseph Sugarman
Limited preview - 2012
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 answer appeared believe called catalog chapter concept consumer continued copy copywriting create credibility 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 specific start started story subheadline successful sure talking tell thing thought trying turn understand unit watch write wrote

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

QR code for The Adweek Copywriting Handbook
TitleThe Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
Adweek Books
AuthorJoseph Sugarman
Editionillustrated
PublisherJohn Wiley & Sons, 2006
ISBN0470051248, 9780470051245
Length368 pages
  
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