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

by Joseph Sugarman (Author)
Key Phrases: copywriting process, courteous refund, mispelled words, Magic Stat, Consumers Hero, Wall Street Journal (more...)

Editorial Reviews

Product Description
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.

From the Back Cover
A fun and authoritative guide to writing masterful copy

Great copy is the heart and soul of the advertising business, whether it's for print, television, radio, or any other medium. In The Adweek Copywriting Handbook, legendary copywriter and ad man Joseph Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy.

Sugarman walks you step by step through the entire copywriting process—from getting prepared to researching products and markets to getting ideas down on paper and polishing them to a brilliant sheen. He explains the vital elements that make great copy and explores the emotional triggers that convince consumers to buy. Sugarman gives you all the tools and tactics you need to write the same kind of effective selling copy that has brought him fame and fortune.

For anyone who wants to break into the advertising business, or ad pros who just want to get better at what they do, this is the ultimate companion resource. Complete with real examples of high-quality copy for various media, this practical and authoritative guide will tell you everything you need to know to write great copy—and get ahead in the cutthroat world of advertising.

"Sugarman is a living legend and by-God genius at writing copy that sells. This book is his masterpiece. It reveals all of his hard-earned secrets. The writing is riveting and the wisdom is worth gold. This is the best book on copywriting in the entire history of marketing."
—Joe Vitale, author, There's a Customer Born Every Minute

"There are a lot of great copywriters, but Sugarman is the best. He knows how to build a story and close a sale."
—Richard Thalheimer, President, The Sharper Image

"[Sugarman has] a real talent for promotion and writing advertisements."
—Albert Gore, former Vice President of the United States

See all Editorial Reviews

Product Details

• Paperback: 360 pages
• Publisher: Wiley; 1 edition (December 11, 2006)
• Language: English
• ISBN-10: 0470051248
• ISBN-13: 978-0470051245
• Product Dimensions: 9.1 x 7.5 x 0.5 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.1 out of 5 stars See all reviews (34 customer reviews)
• Amazon.com Sales Rank: #8,580 in Books (See Bestsellers in Books)

  Popular in these categories: (What's this?)

  #27 in	Books > Business & Investing > Marketing & Sales > Advertising
  #33 in	Books > Professional & Technical > Accounting & Finance > Accounting
  #83 in	Books > Business & Investing > Marketing & Sales > Marketing

Customer Reviews

Most Helpful Customer Reviews

35 of 35 people found the following review helpful:

5.0 out of 5 stars Phase II copywriting., May 5, 2007

By	Monty Rainey (New Braunfels, TX) - See all my reviews (TOP 500 REVIEWER)    (REAL NAME)

If you are interested in learning copywriting, I would only say do one thing before reading this book; read it only AFTER you have read something else to get you started. Either Bowerman's "Well-fed Writer", Bly's "Secrets of a Freelance Writer" Slaunwhite's "Start and Run a Copywriting Business" or Meanwell's "The Wealthy Writer." Any one of these books will give you a solid foundation to build upon.

THE ADWEEK COPYWRITING BOOK by Joe Sugarman is a "must read". I believe, however, you will gain more value from this incredible book if you use this as somewhat of a "second phase" of your copywriting education. That's not to say Sugarman's book is difficult to understand. It's not. There are just some other things you need to learn and understand first.

This book is brilliantly laid out in a step-by-step, easy to follow format with wide margins for lots of notes. Sugarman takes you through the process of actually writing copy from beginning to end. The emphasis here is on print advertising, but the relation and application to any other form of copywriting is easily discernable. The brief final section of the book even covers writing for other types of media.

Sugarman is a great teacher. This book pulls largely from the training seminar Sugarman taught for many years. Only you get the $2,000 seminar for the price of a book. What a deal!

33 of 38 people found the following review helpful:

5.0 out of 5 stars same as advertising secrets of the wriitten word by the same author, December 11, 2006

By	specu-lator "baldymack" (Atlanta, Ga United States) - See all my reviews

This is word for word the same book as another of sugarmans books: Advertising secrets of the written word. That book is an excellent book on copywriting and marketing. Buy this book save a ton of money to aquire the same info.

19 of 25 people found the following review helpful:

5.0 out of 5 stars Great!, December 6, 2006

By	Susanna Hutcheson "Copywriting for the Discri... (Midwest U.S.A.) - See all my reviews (TOP 500 REVIEWER)    (REAL NAME)

This is one of the best books on copywriting I've read in a very long time. As someone with four decades of copywriting experience I can tell you with full confidence that if you're interested in copywriting on any level, you need this book.

I don't need to say more. Just buy this book. You won't be sorry. In fact, read it and look to it often. It is money in your pocket.