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

Name: Adweek Copywriting Handbook The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
Availability: InStock
ISBN: 9780470051245

ISBN-10: 0470051248

ISBN-13: 9780470051245

Edition: 2007

Authors: Joseph Sugarman

List price: $28.00

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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.

Book details

List price: $28.00
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/11/2006
Binding: Paperback
Pages: 368
Size: 7.30" wide x 9.10" long x 0.90" 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