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

by Sugarman, Joseph

• ISBN13: 9780470051245
• ISBN10: 0470051248
• Edition: 1st
• Format: Paperback
• Copyright: 2006-12-11
• Publisher: Wiley

Summary

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.

Author Biography

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.

Table of Contents

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