The Adweek Copywriting Handbook The Ultimate

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.

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.

Foreword: The Sugarman Legacy

xv

Ray Schultz

Acknowledgments

xix

Introduction: The Origin of This Book

1

(8)

Section One: Understanding the Process

Preview

9

(2)

General Knowledge

11

(4)

Specific Knowledge

15

(8)

Practice, Practice, Practice

23

(4)

The Purpose of All the Graphic Elements of an Ad

27

(4)

The First Sentence

31

(4)

Creating the Perfect Buying Environment

35

(4)

Resonating with the Reader

39

(6)

The Slippery Slide

45

(10)

Assumed Constraints

55

(4)

Seeds of Curiosity

59

(6)

Copy as Emotion

65

(6)

Selling the Concept, Not the Product

71

(6)

The Incubation Process

77

(4)

How Much Copy Should You Write?

81

(6)

The Art of Personal Communication

87

(6)

The Copy Sequence

93

(8)

The Editing Process

101

(12)

Section Two: Understanding What Works

Preview

111

(2)

Powerful Copy Elements Explained

113

(18)

The Psychological Triggers

131

(62)

Selling a Cure. Not Prevention

193

(6)

Rating Your Writing Level

199

(4)

Seven Steps to Writing Great Copy

203

(8)

Section Three: Proving the Points---Ad Examples

Preview

209

(2)

The Lazy Man's Way to Riches

211

(8)

A Fluke of Nature

219

(8)

Lingerie for Men

227

(6)

The More You Learn

233

(4)

A More Stimulating Way

237

(2)

Magic Baloney

239

(4)

Pet Plane

243

(4)

Mail Order Mansion

247

(4)

Hungarian Conspiracy

251

(4)

Vision Breakthrough

255

(4)

Gold Space Chains

259

(4)

Consumers Hero

263

(4)

Nautilus Spelling Sale

267

(10)

A Note: The Power of Your Pen

271

(4)

Section Four: Utilizing Your Copywriting Skills

Preview

275

(2)

Writing for Different Media

277

(36)

Epilogue Some Final Thoughts

313

(4)

Appendix A Assumed Constraints, Continued

317

(2)

Appendix B Seeds of Curiosity, Continued

319

(2)

Appendix C Summary of Axioms and Major Points

321

(4)

Appendix D Recommended Reading

325

(2)

Index

327

(10)

About the Author

337

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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

Summary

Author Biography

Table of Contents

Supplemental Materials