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 33
... sentence. Make that first sentence so easy to read that your reader is almost compelled to read it. If you grasp this, you've got an awfully good start and a great under- standing of copywriting and the persuasive process. Axiom. 3.
... sentence. Make that first sentence so easy to read that your reader is almost compelled to read it. If you grasp this, you've got an awfully good start and a great under- standing of copywriting and the persuasive process. Axiom. 3.
Page 38
... sentence by making it so simple and so compelling that the reader cannot help but read it. And the next sentence and then the next. And while the reader is reading, you are creating an envi- ronment just as surely as that art gallery ...
... sentence by making it so simple and so compelling that the reader cannot help but read it. And the next sentence and then the next. And while the reader is reading, you are creating an envi- ronment just as surely as that art gallery ...
Page 42
... sentence. The first sentence was short and the typical American who could afford this offer would nod his or her head in the affirmative. The sen- tences were both interesting and true and caused the reader to start nodding his or her ...
... sentence. The first sentence was short and the typical American who could afford this offer would nod his or her head in the affirmative. The sen- tences were both interesting and true and caused the reader to start nodding his or her ...
Page 43
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Page 45
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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