Buy The Adweek Copywriting Handbook by Joseph Sugarman
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Home > Business and Economics > Business and Management > Sales and marketing > Advertising > The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

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


     0     
5
4
3
2
1



Out of Stock


Notify me when this book is in stock
X
About the Book

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.

Table of Contents:
Foreword: The Sugarman Legacy Ray Schultz xv Acknowledgments xix Introduction: The Origin of This Book 1 Section One: Understanding the Process Preview 9 1. General Knowledge 11 2. Specific Knowledge 15 3. Practice, Practice, Practice 23 4. The Purpose of All the Graphic Elements of an Ad 27 5. The First Sentence 31 6. Creating the Perfect Buying Environment 35 7. Resonating with the Reader 39 8. The Slippery Slide 45 9. Assumed Constraints 55 10. Seeds of Curiosity 59 11. Copy as Emotion 65 12. Selling the Concept, Not the Product 71 13. The Incubation Process 77 14. How Much Copy Should You Write? 81 15. The Art of Personal Communication 87 16. The Copy Sequence 93 17. The Editing Process 101 Section Two: Understanding What Works Preview 111 18. Powerful Copy Elements Explained 113 19. The Psychological Triggers 131 20. Selling a Cure, Not Prevention 193 21. Rating Your Writing Level 199 22. Seven Steps to Writing Great Copy 203 Section Three: Proving the Points—Ad Examples Preview 209 23. The Lazy Man’s Way to Riches 211 24. A Fluke of Nature 219 25. Lingerie for Men 227 26. The More You Learn 233 27. A More Stimulating Way 237 28. Magic Baloney 239 29. Pet Plane 243 30. Mail Order Mansion 247 31. Hungarian Conspiracy 251 32. Vision Breakthrough 255 33. Gold Space Chains 259 34. Consumers Hero 263 35. Nautilus Spelling Sale 267 A Note: The Power of Your Pen 271 Section Four: Utilizing Your Copywriting Skills Preview 275 36. Writing for Different Media 277 Epilogue Some Final Thoughts 313 Appendix A Assumed Constraints, Continued 317 Appendix B Seeds of Curiosity, Continued 319 Appendix C Summary of Axioms and Major Points 321 Appendix D Recommended Reading 325 Index 327 About the Author 337

About 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.


Best Sellers


Product Details
  • ISBN-13: 9780470441312
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: John Wiley & Sons Inc
  • Language: English
  • Sub Title: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
  • ISBN-10: 0470441313
  • Publisher Date: 18 May 2009
  • Binding: Digital (delivered electronically)
  • No of Pages: 368


Similar Products

Add Photo
Add Photo

Customer Reviews

REVIEWS      0     
Click Here To Be The First to Review this Product
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
John Wiley & Sons Inc -
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

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

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    Fresh on the Shelf


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!