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

ISBN-10: 0470051248

ISBN-13: 9780470051245

Edition: 2007

Authors: Joseph Sugarman

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Description:

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.
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Book details

List price: $24.00
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/11/2006
Binding: Paperback
Pages: 360
Size: 7.25" wide x 9.25" long x 0.75" tall
Weight: 1.320
Language: English

Foreword: The Sugarman Legacy
Acknowledgments
Introduction: The Origin of This Book
Understanding the Process
Preview
General Knowledge
Specific Knowledge
Practice, Practice, Practice
The Purpose of All the Graphic Elements of an Ad
The First Sentence
Creating the Perfect Buying Environment
Resonating with the Reader
The Slippery Slide
Assumed Constraints
Seeds of Curiosity
Copy as Emotion
Selling the Concept, Not the Product
The Incubation Process
How Much Copy Should You Write?
The Art of Personal Communication
The Copy Sequence
The Editing Process
Understanding What Works
Preview
Powerful Copy Elements Explained
The Psychological Triggers
Selling a Cure, Not Prevention
Rating Your Writing Level
Seven Steps to Writing Great Copy
Proving the Points-Ad Examples
Preview
The Lazy Man's Way to Riches
A Fluke of Nature
Lingerie for Men
The More You Learn
A More Stimulating Way
Magic Baloney
Pet Plane
Mail Order Mansion
Hungarian Conspiracy
Vision Breakthrough
Gold Space Chains
Consumers Hero
Nautilus Spelling Sale
A Note: The Power of Your Pen
Utilizing Your Copywriting Skills
Preview
Writing for Different Media
Epilogue: Some Final Thoughts
Assumed Constraints, Continued
Seeds of Curiosity, Continued
Summary of Axioms and Major Points
Recommended Reading
Index
About the Author
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