The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters [NOOK Book]

Overview

Great copy is the heart and soul of the advertising business, whether it's for print, television, radio, or any other medium. In The Adweek Copywriting Handbook, legendary copywriter and ad man Joseph Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. Sugarman walks you step by step through the entire copywriting process-from getting prepared to researching products and markets to getting ideas down on paper and polishing ...
See more details below
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

Available on NOOK devices and apps  
  • NOOK Devices
  • NOOK HD/HD+ Tablet
  • NOOK
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK Study
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook)
$13.49
BN.com price
(Save 43%)$24.00 List Price
Note: This NOOK Book can be purchased in bulk. Please email us for more information.

Overview

Great copy is the heart and soul of the advertising business, whether it's for print, television, radio, or any other medium. In The Adweek Copywriting Handbook, legendary copywriter and ad man Joseph Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. Sugarman walks you step by step through the entire copywriting process-from getting prepared to researching products and markets to getting ideas down on paper and polishing them to a brilliant sheen. He explains the vital elements that make great copy and explores the emotional triggers that convince consumers to buy. Sugarman gives you all the tools and tactics you need to write the same kind of effective selling copy that has brought him fame and fortune.

For anyone who wants to break into the advertising business, or ad pros who just want to get better at what they do, this is the ultimate companion resource. Complete with real examples of high-quality copy for various media, this practical and authoritative guide will tell you everything you need to know to write great copy-and get ahead in the cutthroat world of advertising.

Read More Show Less

Product Details

  • ISBN-13: 9780470088807
  • Publisher: Wiley
  • Publication date: 3/9/2007
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 320
  • Sales rank: 630,516
  • File size: 3 MB

Meet the Author

Joseph Sugarman, author of the bestselling Success Forces, is known throughout the advertising world as a copywriting legend and role model. His ads have moved millions of customers to reach for their wallets, and his JS&A Catalog was once America's largest single direct mail catalog of space-age products. He has given copywriting seminars throughout the United States, Europe, Asia, and Australia.

Read More Show Less

Table of Contents


Foreword: The Sugarman Legacy   Ray Schultz     xv
Acknowledgments     xix
Introduction: The Origin of This Book     1
Understanding the Process
Preview     9
General Knowledge     11
Specific Knowledge     15
Practice, Practice, Practice     23
The Purpose of All the Graphic Elements of an Ad     27
The First Sentence     31
Creating the Perfect Buying Environment     35
Resonating with the Reader     39
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?     81
The Art of Personal Communication     87
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
Rating Your Writing Level     199
Seven Steps to Writing Great Copy     203
Proving the Points-Ad Examples
Preview     209
The Lazy Man's Way to Riches     211
A Fluke of Nature     219
Lingerie for Men     227
The More You Learn     233
A More Stimulating Way     237
Magic Baloney     239
Pet Plane     243
Mail Order Mansion     247
Hungarian Conspiracy     251
Vision Breakthrough     255
Gold Space Chains     259
Consumers Hero     263
Nautilus Spelling Sale     267
A Note: The Power of Your Pen     271
Utilizing Your Copywriting Skills
Preview     275
Writing for Different Media     277
Epilogue: Some Final Thoughts     313
Assumed Constraints, Continued     317
Seeds of Curiosity, Continued     319
Summary of Axioms and Major Points     321
Recommended Reading     325
Index     327
About the Author     337
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)