The Adweek Copywriting Handbook The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
by Sugarman, JosephEdition: 1st
Format: Paperback
Pub. Date: 2006-12-11
Publisher(s): Wiley
Other versions by this Author
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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 | ||||
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| Acknowledgments | xix | ||||
| Introduction: The Origin of This Book | 1 | (8) | |||
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9 | (2) | |||
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11 | (4) | |||
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15 | (8) | |||
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23 | (4) | |||
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27 | (4) | |||
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31 | (4) | |||
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35 | (4) | |||
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39 | (6) | |||
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45 | (10) | |||
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55 | (4) | |||
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59 | (6) | |||
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65 | (6) | |||
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71 | (6) | |||
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77 | (4) | |||
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81 | (6) | |||
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87 | (6) | |||
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93 | (8) | |||
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101 | (12) | |||
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111 | (2) | |||
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113 | (18) | |||
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131 | (62) | |||
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193 | (6) | |||
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199 | (4) | |||
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203 | (8) | |||
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209 | (2) | |||
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211 | (8) | |||
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219 | (8) | |||
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227 | (6) | |||
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233 | (4) | |||
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237 | (2) | |||
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239 | (4) | |||
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243 | (4) | |||
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247 | (4) | |||
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251 | (4) | |||
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255 | (4) | |||
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259 | (4) | |||
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263 | (4) | |||
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267 | (10) | |||
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271 | (4) | |||
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275 | (2) | |||
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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 |
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