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
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Page ii
... DIRECT Magazine Joseph Sugarman is brimming over with cre- ative ideas. That isn't so unusual; many of us are. But Joe's ideas rocket into our marketing consciousness like shooting stars with one tri- umphant difference: His ideas ...
... DIRECT Magazine Joseph Sugarman is brimming over with cre- ative ideas. That isn't so unusual; many of us are. But Joe's ideas rocket into our marketing consciousness like shooting stars with one tri- umphant difference: His ideas ...
Page
... with a Bold Mix of Alternatives to Traditional Advertising, by Joseph Jaffe Pick Me: Breaking into Advertising and Staying There, by Nancy Vonk and Janet Kestin Foreword The Sugarman Legacy By Ray Schultz, Editor, DIRECT Magazine.
... with a Bold Mix of Alternatives to Traditional Advertising, by Joseph Jaffe Pick Me: Breaking into Advertising and Staying There, by Nancy Vonk and Janet Kestin Foreword The Sugarman Legacy By Ray Schultz, Editor, DIRECT Magazine.
Page xiv
... Appendix B Seeds of Curiosity, Continued 319 Appendix C Summary of Axioms and Major Points 321 Appendix D Recommended Reading 325 Index 327 About the Author 337 By Ray Schultz, Editor, DIRECT Magazine Every trade has its xiv CONTENTS.
... Appendix B Seeds of Curiosity, Continued 319 Appendix C Summary of Axioms and Major Points 321 Appendix D Recommended Reading 325 Index 327 About the Author 337 By Ray Schultz, Editor, DIRECT Magazine Every trade has its xiv CONTENTS.
Page xv
... DIRECT Magazine. Every. trade has its role models. And for me, there is no bet- ter model for ad copywriters or magazine editors than Joe Sugarman. Bandleader Artie Shaw had a standard question for musi- cians who wanted to join his band ...
... DIRECT Magazine. Every. trade has its role models. And for me, there is no bet- ter model for ad copywriters or magazine editors than Joe Sugarman. Bandleader Artie Shaw had a standard question for musi- cians who wanted to join his band ...
Page xvii
... direct marketing industry and editor of DIRECT magazine, a Cowles Business Media publication. Many people have contributed to my copywriting skills and to xvii FOREWORD : THE SUGARMAN LEGACY.
... direct marketing industry and editor of DIRECT magazine, a Cowles Business Media publication. Many people have contributed to my copywriting skills and to xvii FOREWORD : THE SUGARMAN LEGACY.
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