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 | |
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