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

Front Cover
John Wiley & Sons, Jun 19, 2012 - Business & Economics - 368 pages
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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Contents

14 Linking
15 Consistency
17 Desire to Belong
18 Desire to Collect
19 Curiosity
20 Sense of Urgency
21 Fear
22 Instant Gratification

The Dictionary as a Tool
Chapter 2
You Must Become an Expert
Scare Tactics Dont Usually Work
The Product Was Not Unusual
Chapter 3
Dont Worry about the First Draft
Chapter 4
Chapter 5
The Purpose of the Next Sentence
Chapter 6
Painting Looked Incredible
You Control the Environment
Chapter 7
Harmony Is the Key
Chapter 8
The Force of Reading Gravity
Save Those Articles
Chapter 9
You Never Really Know
Chapter 10
An Invitation I Couldnt Refuse
What Was Her Angle?
Chapter 11
Mercedes Advertising
The Emotional Approach
Words Have Strong Emotions Attached
Chapter 12
Soviet Intrigue
Concept Selling Does Well
Chapter 13
Your Mind Is Always Working
Left Brain versus Right Brain
Chapter 14
Long Enough but Short Enough
The LongCopy Approach
Chapter 15
Emotional Process in Communication
Use of a Byline
Chapter 16
April Becomes a Real Nuisance
Flowing in a Logical Sequence
Prepare That Big Idea
Chapter 17
Copy Has Space Restrictions
Some Principles of Editing
Read the Periodicals
Computers Are a Great Help
Section Two
Preview
Chapter 18
A FRANK DISCUSSION OF SERVICE
FANCY ENDORSEMENT
Chapter 19
2 Honesty
3 Integrity
5 Value and Proof of Value
7 Greed
9 Satisfaction Conviction
10 Nature of Product
11 Prospect Nature
12 Current Fads
13 Timing
24 Simplicity
25 Human Relationships
26 Storytelling
27 Mental Engagement
28 Guilt
30 Familiarity
31 Hope
Chapter 20
Many Products Make Powerful Cures
Make a Preventive a Cure
Chapter 21
Chapter 22
Section Three
Preview
Chapter 23
Chapter 24
YOU CAN IMAGINE THE EXCITEMENT
Chapter 25
Chapter 26
Chapter 27
Chapter 28
REAL LOSER
SIMPLE TO SET
Chapter 29
DAVE IS A FARMER
Chapter 30
VERY FAMOUS GUESTS
FINAL REFUSAL
Chapter 31
MASSIVE CONSPIRACY
AUTO PARTS DEALER
Chapter 32
COULDNT BELIEVE EYES
DRAMATIC DIFFERENCE
Chapter 33
SUGGESTION REJECTED
Chapter 34
A MODERN DAY ROBIN HOOD
NOW THE BEST PART
EASY TO JOIN
Chapter 35
TOO COSTLY
DESIGNED FOR THE LOWER BACK
A Note
Section Four
Preview
Chapter 36
Insert Stuffers Bounce Backs and Broadsides
Direct Mail
Newspapers
Billboards
Radio
Television
The Infomercial
BackEnd Sales
AfterSale Opportunities
The Internet
Assumed Constraint Examples
Axioms
Emotion Principles
The Psychological Triggers
Copyright

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About the author (2012)

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.

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