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.
The Adweek Copywriting Handbook
and over one million other books are available for Amazon Kindle. Learn more
 |
| |||||||||||||||
Are you a finance, investing, economics or accounting professional? Find books, read blog posts, and discover new authors and thought-leaders in Money & Markets, a new home for finance industry professionals on Amazon.com. > Shop now |
Book Description
Frequently Bought Together
Editorial Reviews
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
About the Author
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.
Product Details
Would you like to update product info or give feedback on images? |
More About the Author
Discover books, learn about writers, read author blogs, and more.
Customer Reviews
Most Helpful Customer Reviews
63 of 65 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
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!
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!
47 of 54 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
Format:Paperback
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.
37 of 47 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
There is something very important that you should know before you buy this book. If you are interested in writing copy for sales, especially website copy, you will not find this book helpful.
Author Joseph Sugarman was a marketing guru during the 70's and 80's, I think everyone familiar with the products he promoted can agree to that. The problem is that all of his case studies, personal anecdotes, and print ad examples in the book are literally three to four decades old. This book focuses almost entirely on writing copy for direct marketing, ads that are thousands of words in length that have generally been a thing of the past since the 80's. Sugarman dedicates less than 15 pages of a more than 300-page book to a general discussion of the impact that the internet has on sales, with no real techniques for writing web copy.
What I found extremely unusual was the egotistical nature of the author. Sugarman makes numerous boasts about his work, and often namedrops his seminar attendants when it's entirely unimportant to readers looking to improve their writing skills. The most bizarre inclusion in the book is a story of a hot blonde in a miniskirt who saunters into his office, supposedly to offer sex in exchange for his copywriting help after her direct-mail campaign failed. Even if one could actually bring themselves to believe such a far-fetched yarn, it had no reason being in this book.
I write this review with the advance understanding that his seminar attendants will vote that my review was not helpful. I had hoped to learn a great deal from this book, it's unfortunate that it fell far below my expectations.
Author Joseph Sugarman was a marketing guru during the 70's and 80's, I think everyone familiar with the products he promoted can agree to that. The problem is that all of his case studies, personal anecdotes, and print ad examples in the book are literally three to four decades old. This book focuses almost entirely on writing copy for direct marketing, ads that are thousands of words in length that have generally been a thing of the past since the 80's. Sugarman dedicates less than 15 pages of a more than 300-page book to a general discussion of the impact that the internet has on sales, with no real techniques for writing web copy.
What I found extremely unusual was the egotistical nature of the author. Sugarman makes numerous boasts about his work, and often namedrops his seminar attendants when it's entirely unimportant to readers looking to improve their writing skills. The most bizarre inclusion in the book is a story of a hot blonde in a miniskirt who saunters into his office, supposedly to offer sex in exchange for his copywriting help after her direct-mail campaign failed. Even if one could actually bring themselves to believe such a far-fetched yarn, it had no reason being in this book.
I write this review with the advance understanding that his seminar attendants will vote that my review was not helpful. I had hoped to learn a great deal from this book, it's unfortunate that it fell far below my expectations.
Most Recent Customer Reviews
5.0 out of 5 stars
Great guide for print advertising
As author of Getting and Keeping Great Copywriting Clients - How to Generate Leads, Close Sales, and Pay Your Bills to Stay Profitable Right from the Start, this book helps me to... Read more
Published 8 days ago by Jason Luong
5.0 out of 5 stars
One of the best books on copyrighting I've read
Joseph Sugarman writes from experience which is important to me. I started using his copyrighting techniques and have significantly impacted my email marketing and direct mail... Read more
Published 2 months ago by Ruth Anne King, author The Courage to be Profitable
5.0 out of 5 stars
Simply brilliant.
I have this book. I love it. It's dog eared. This is one of the most prized of my possessions, because I never fail to get something important out of it when I read it. Read more
Published 3 months ago by Shannon Matteson
5.0 out of 5 stars
Migraine Compelling
I think my head might explode with the pain. Even migraine medicine does not ease the pressure of so much new insight. Read more
Published 3 months ago by Charlene Allfrey
5.0 out of 5 stars
A Must Read For Anyone Selling Anything
Packed full of unique insights, The Adweek Copywriting Handbook arms the reader with powerful techniques to lead the buyer step by step on a path to purchasing whatever you are... Read more
Published 3 months ago by Dan Glover
4.0 out of 5 stars
The man knows what he's talking about
A true expert with the success to prove it. It's a great book to understand Sugarman's copywriting techniques. Read more
Published 5 months ago by joseph
5.0 out of 5 stars
I Will Reread this Book Till the Day I Die
I just finished my second reading of it and will soon start on my third.
Tons of gems in the book. The chapter on Triggers he eventually expanded into its own book. Read more
Tons of gems in the book. The chapter on Triggers he eventually expanded into its own book. Read more
Published 8 months ago by David Markov
5.0 out of 5 stars
Anyone Who Writes Marketing Copy Needs This Book
The author, Joe Sugarman, is a legend in field of ad copywriting and this book is his masterpiece. As a former marketing consultant and current Internet marketing manager, I can... Read more
Published 8 months ago by Mark Harmon
4.0 out of 5 stars
Compelling copy is the cornerstone of every business advertising...
In this practicable premier, The Adweek Copywriting Handbook, renowned copywriter Joe Sugarman offers insights on how marketers can create captivating copy that will compel... Read more
Published 9 months ago by Gabriela Taylor
5.0 out of 5 stars
Hilarious
Hilarious. His anecdotes are always outrageous. But the man pioneered so many ways, he had to be bigger than life. Advocates the creative element very strongly. Read more
Published 14 months ago by R. Widdowson
Books on Related Topics
(learn more)
|
|
