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

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More About This Book

Overview

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.

Product Details

  • ISBN-13: 9780470051245
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 12/11/2006
  • Edition number: 1
  • Pages: 360
  • Sales rank: 274,528
  • Product dimensions: 7.50 (w) x 9.37 (h) x 0.68 (d)

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.

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

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