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 56
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... start, without question, is to start. That's right. Pick up a piece of paper and a pen, and start. Do enough of it over a long enough period of time and I guarantee you, you'll improve each year. Write articles for a local newspaper. I ...
... start, without question, is to start. That's right. Pick up a piece of paper and a pen, and start. Do enough of it over a long enough period of time and I guarantee you, you'll improve each year. Write articles for a local newspaper. I ...
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... start to learn the techniques I use to write copy. You already understand the importance of having a broad general knowledge. This takes time and is a lifelong quest. And you understand the importance of obtaining specific knowledge on ...
... start to learn the techniques I use to write copy. You already understand the importance of having a broad general knowledge. This takes time and is a lifelong quest. And you understand the importance of obtaining specific knowledge on ...
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... start reading the copy. But one of the most important axioms you will learn for becoming a great copywriter is my second axiom. Here it is: Axiom 2 All the elements in an advertisement are primarily designed to do one thing and one ...
... start reading the copy. But one of the most important axioms you will learn for becoming a great copywriter is my second axiom. Here it is: Axiom 2 All the elements in an advertisement are primarily designed to do one thing and one ...
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... starts to read your copy almost as if being sucked into it. Think about the analogy of a locomotive. When the locomotive starts to chug from a standing start, it really works hard. The amount of commitment and energy that the train must ...
... starts to read your copy almost as if being sucked into it. Think about the analogy of a locomotive. When the locomotive starts to chug from a standing start, it really works hard. The amount of commitment and energy that the train must ...
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... start talking about product features or benefits, but if you lose sight of the fact that your sole purpose at the beginning of an ad is to hold that reader's attention at almost any cost, then you may lose your reader for lack of ...
... start talking about product features or benefits, but if you lose sight of the fact that your sole purpose at the beginning of an ad is to hold that reader's attention at almost any cost, then you may lose your reader for lack of ...
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