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

ISBN: 978-1-118-42879-5
360 pages
June 2012
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America
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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Foreword: The Sugarman Legacy (Ray Schultz).

Acknowledgments.

Introduction: The Origin of This Book.

SECTION ONE: UNDERSTANDING THE PROCESS.

Preview.

1. General Knowledge.

2. Specific Knowledge.

3. Practice, Practice, Practice.

4. The Purpose of All the Graphic Elements of an Ad.

5. The First Sentence.

6. Creating the Perfect Buying Environment.

7. Resonating with the Reader.

8. The Slippery Slide.

9. Assumed Constraints.

10. Seeds of Curiosity.

11. Copy as Emotion.

12. Selling the Concept, Not the Product.

13. The Incubation Process.

14. How Much Copy Should You Write?

15. The Art of Personal Communication.

16. The Copy Sequence.

17. the Editing Process.

SECTION TWO: UNDERSTANDING WHAT WORKS.

Preview.

18. Powerful Copy Elements Explained.

19. The Psychological Triggers.

20. Selling a Cure, Not Prevention.

21. Rating Your Writing Level.

22. Seven Steps to Writing Great Copy.

SECTION THREE: PROVING THE POINTS-AD EXAMPLES.

Preview.

23. The Lazy Man's Way to Riches.

24. A Fluke of Nature.

25. Lingerie for Men.

26. The More You Learn.

27. A More Stimulating Way.

28. Magic Baloney.

29. Pet Plane.

30. Mail Order Mansion.

31. Hungarian Conspiracy.

32. Vision Breakthrough.

33. Gold Space Chains.

34. Consumers Hero.

35. Nautilus Spelling Sale.

A Note: The Power of Your Pen.

SECTION FOUR: UTILIZING YOUR COPYWRITING SKILLS.

Preview.

36. Writing for Different Media.

Epilogue: Some Final Thoughts.

Appendix A: Assumed Constraints, Continued.

Appendix B: Seeds of Curiosity, Continued.

Appendix C: Summary of Axioms and Major Points.

Appendix D: Recommended Reading.

Index.

About the Author.

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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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  • Adweek endorsed.
  • Starting at the very beginning of the process, the book shows students how to get prepared to write on a product before moving on to the act of writing itself.
  • Students will learn how to use various elements like type style, sentence length, and comprehension to best effect, as well as employ the psychological triggers that influence and persuade people to buy.
  • Other topics covered include press releases, brochure copy, and copywriting for the Internet.
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