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 42
Page 16
... trying to sell. Say to yourself, “I am an expert or have learned enough to be able to effectively communicate this product to the consumer.” That's what we mean by “specific knowledge.” This doesn't mean that you have to learn ...
... trying to sell. Say to yourself, “I am an expert or have learned enough to be able to effectively communicate this product to the consumer.” That's what we mean by “specific knowledge.” This doesn't mean that you have to learn ...
Page 24
... trying to convey about your product or service. Don't worry about how it reads. Just get it down onto something you can work with like a computer screen or a piece of paper and then go from there. To define exactly what copywriting is ...
... trying to convey about your product or service. Don't worry about how it reads. Just get it down onto something you can work with like a computer screen or a piece of paper and then go from there. To define exactly what copywriting is ...
Page 33
... tried putting the sales message at the beginning of an ad. I've tried using every trick in the book to prove my theory wrong and have failed at each attempt. Just remember that the sole purpose of all the elements of an ad is to get you ...
... tried putting the sales message at the beginning of an ad. I've tried using every trick in the book to prove my theory wrong and have failed at each attempt. Just remember that the sole purpose of all the elements of an ad is to get you ...
Page 35
... trying to accomplish in the first paragraphs of an advertisement and that is to create a buying environment. Let me cite an example. Picture this. You're a salesperson and you need to sell a prospect. You've been given a choice of five ...
... trying to accomplish in the first paragraphs of an advertisement and that is to create a buying environment. Let me cite an example. Picture this. You're a salesperson and you need to sell a prospect. You've been given a choice of five ...
Page 42
... trying to do at the beginning of an ad. First we want the reader to read the copy. Remember, that's the objective of all copy. Without the prospect reading the ad, you have nothing. Then we create the type of environment through copy ...
... trying to do at the beginning of an ad. First we want the reader to read the copy. Remember, that's the objective of all copy. Without the prospect reading the ad, you have nothing. Then we create the type of environment through copy ...
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