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 6-10 of 74
Page
... Consumer, by Jonathan Bond and Richard Kirshenbaum Truth, Lies and Advertising: The Art ofAccount Planning, by Jon ... Consumers, by Ken Sacharin The Peaceable Kingdom: Building a Company without Factionalism, Fiefdoms, Fear, and Other ...
... Consumer, by Jonathan Bond and Richard Kirshenbaum Truth, Lies and Advertising: The Art ofAccount Planning, by Jon ... Consumers, by Ken Sacharin The Peaceable Kingdom: Building a Company without Factionalism, Fiefdoms, Fear, and Other ...
Page xiv
... Consumers Hero 263 35. Nautilus Spelling Sale 267 A Note: The Power of Your Pen 271 Section Four: Utilizing Your Copywriting Skills Preview 275 36. Writing for Different Media 277 Epilogue Some Final Thoughts 313 Appendix A Assumed ...
... Consumers Hero 263 35. Nautilus Spelling Sale 267 A Note: The Power of Your Pen 271 Section Four: Utilizing Your Copywriting Skills Preview 275 36. Writing for Different Media 277 Epilogue Some Final Thoughts 313 Appendix A Assumed ...
Page 16
... consumer.” That's what we mean by “specific knowledge.” This doesn't mean that you have to learn everything there is to know about a subject every time. There have been times when I simply looked at a product or service and came up with ...
... consumer.” That's what we mean by “specific knowledge.” This doesn't mean that you have to learn everything there is to know about a subject every time. There have been times when I simply looked at a product or service and came up with ...
Page 17
... consumer. Let me cite a good example. Back when I first started JS&A in the basement of my home, I met Howard Franklin. Howard was an insurance salesman from Chicago who bought his first calculator from me from an ad I ran in the Wall ...
... consumer. Let me cite a good example. Back when I first started JS&A in the basement of my home, I met Howard Franklin. Howard was an insurance salesman from Chicago who bought his first calculator from me from an ad I ran in the Wall ...
Page 19
... consumer and then wait until the consumer saw the ad enough times or was threatened close enough to home before he or she bought. We received many orders from people who had cut out the ad and put it in a file. When indeed they were ...
... consumer and then wait until the consumer saw the ad enough times or was threatened close enough to home before he or she bought. We received many orders from people who had cut out the ad and put it in a file. When indeed they were ...
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