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
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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.
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Customer Reviews
Most Helpful Customer Reviews
56 of 58 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!
42 of 49 people found the following review helpful
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.
23 of 27 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
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 2 months ago by R. Widdowson
A Must Have
Sugarman's guide to copywriting was everything I hoped it would be. It's a must have for any good copywriter's library. Read more
Published 2 months ago by Clifford M. Hall
Laid out for you!
Joseph Sugarman leads you through the step-by-step process of writing good copy. His wit and personal style are refreshing and his proof with his own products is compelling. Read more
Published 4 months ago by Tania Dakka
Sugarman is Gold
Joe Sugarman is not a great writer. He doesn't need to be. He understands what motivates people to buy. That quality makes him a great copywriter. Read more
Published 11 months ago by Kennith Caudill
Awesome book -- gives you ready to use techniques quickly!
Unlike a lot of how-to books on this subject, there's not a lot of 'fluff' to sift through here! This book delivers immediately usable tools and techniques -- an entire cohesive... Read more
Published 13 months ago by Shawn
Joe Sugarman's Adweek Hits Mark!
The Adweek Copywriting Handbook, Joseph Sugarman,meets criteria in understanding profession I'm entering. Sugarman is entertaining in his method to teach copywriting advertising. Read more
Published 15 months ago by wordrunner35
Great and reliable service!
Great book, great price! Received it in a timely manner. I am very satisfied with my purchase.
Published on February 16, 2010 by Richard S.
Definately one of my favorites
As I began to read this book, I realized something very significant.. I already had the book on my shelf collecting dust. Read more
Published on May 28, 2009 by Mark Deaton
Not for today's copywriting world
First of all, Sugarman is not a good writer. His prose is clunky and, at times, non-grammatical. The way the book is written does not inspire confidence in Sugarman's advice. Read more
Published on May 26, 2009 by Kirk McElhearn
There a better books on copywriting out there
I was very disappointed in this book as I was expecting more from it. Though it has good information in it, it is a very primary book on copywriting, plus the author spends a... Read more
Published on April 20, 2009 by S. Charan
Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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copywriting process, courteous refund, mispelled words, satisfaction conviction, food crunch, reading your copy, great copywriter, buying environment, copywriting skills, mail order ads, slippery slide, assumed constraints, incubation process, effective copy, psychological triggers, paragraph headings, buying mood, mailing piece Key Phrases - Capitalized Phrases (CAPs): (learn more)
Magic Stat, Consumers Hero, Wall Street Journal, United States, Royal Ruby Reds, New York, Joe Karbo, Victoria's Secret, Hong Kong, Los Angeles, Section Three, Uncle Henry, Fog Index, Frank Schultz, Gold Space Chains, The Pill, Bobby Darin, Cashin Electric Company, Franklin Mint, Ron Popeil, American Express, Bob Ross, Consolidated International, Emotion Principle, Joe Vitale New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
copywriting process, courteous refund, mispelled words, satisfaction conviction, food crunch, reading your copy, great copywriter, buying environment, copywriting skills, mail order ads, slippery slide, assumed constraints, incubation process, effective copy, psychological triggers, paragraph headings, buying mood, mailing piece Key Phrases - Capitalized Phrases (CAPs): (learn more)
Magic Stat, Consumers Hero, Wall Street Journal, United States, Royal Ruby Reds, New York, Joe Karbo, Victoria's Secret, Hong Kong, Los Angeles, Section Three, Uncle Henry, Fog Index, Frank Schultz, Gold Space Chains, The Pill, Bobby Darin, Cashin Electric Company, Franklin Mint, Ron Popeil, American Express, Bob Ross, Consolidated International, Emotion Principle, Joe Vitale New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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