The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top CopywritersGreat 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. |
Contents
Acknowledgments xix | 1 |
Understanding the Process Preview | 9 |
General Knowledge | 11 |
Specific Knowledge | 15 |
Practice Practice Practice | 23 |
The Purpose of All the Graphic Elements of an Ad | 27 |
The First Sentence | 31 |
Creating the Perfect Buying Environment | 35 |
Copy as Emotion | 65 |
Selling the Concept Not the Product | 71 |
The Incubation Process | 77 |
How Much Copy Should You Write? | 81 |
The Art of Personal Communication | 87 |
The Copy Sequence | 93 |
The Editing Process | 101 |
Understanding What Works Preview | 111 |
Resonating with the Reader | 39 |
The Slippery Slide | 45 |
Assumed Constraints | 55 |
Seeds of Curiosity | 59 |
Powerful Copy Elements Explained | 113 |
The Psychological Triggers | 131 |
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The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful ... Joseph Sugarman No preview available - 2007 |
Common terms and phrases
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