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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
 
 
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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 (Paperback)

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Key Phrases: copywriting process, courteous refund, mispelled words, Magic Stat, Consumers Hero, Wall Street Journal (more...)
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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 + The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells + Words that Sell, Revised and Expanded Edition: The Thesaurus to Help You Promote Your Products, Services, and Ideas
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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

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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 (35 customer reviews)
  • Amazon.com Sales Rank: #43,394 in Books (See Bestsellers in Books)

    Popular in this category: (What's this?)

    #92 in  Books > Business & Investing > Marketing & Sales > Advertising

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More About the Author

Joseph Sugarman
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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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Inside This Book (learn more)
Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
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
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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
75% buy the item featured on this page:
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Customer Reviews

35 Reviews
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 (22)
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 (4)
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 (2)
2 star:
 (3)
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Average Customer Review
4.1 out of 5 stars (35 customer reviews)
 
 
 
 
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38 of 39 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 1000 REVIEWER)    (REAL NAME)      
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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!
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36 of 42 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.
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20 of 27 people found the following review helpful:
5.0 out of 5 stars Great!, December 6, 2006
Amazon Verified Purchase(What's this?)
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.
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Most Recent Customer Reviews

2.0 out of 5 stars Outdated and Impractical for Web Advertising
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... Read more
Published 3 days ago by Compay

5.0 out of 5 stars 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 8 months ago by Mark Deaton

1.0 out of 5 stars 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 8 months ago by Kirk McElhearn

2.0 out of 5 stars 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 9 months ago by S. Charan

4.0 out of 5 stars Another valuable source of information
There were such great reviews about this book that while I was purchasing Words That Sell, Phrases That Sell, and Letting Go of the Words... Read more
Published 11 months ago by Faye L. Bowring

5.0 out of 5 stars Writing copy made fun!
This is a great book if you write ad copy for a website selling products. sometimes it's very hard to break a mental block while trying to describe a product to a customer you... Read more
Published 14 months ago by Gary Richardson

4.0 out of 5 stars Great Ideas
A book from a person who has been there, done that, very little theory. Almost all his ideas can be transfered to today's electronic media. Read more
Published 15 months ago by alanroxieB.com

4.0 out of 5 stars The Adweek Book Delivers
Although I have not had time to delve deeply into the book, I have been pleasantly surprised. The author is articulate, professional and uses stories to make his points. Read more
Published 16 months ago by Nathan Jones Jr.

5.0 out of 5 stars Increase Your Income - Be a Success - Buy This Book
Pound for Pound, this is the one. Wanted to buy "Advertising Secrets for the Written Word", but it slipped away. Read more
Published 20 months ago by Anonymous Reviewer

5.0 out of 5 stars Ran out of ink
I feel like I've written another book just from the notes I've taken from Sugarman's work.

If you are involved in the marketing industry where the pen is your tool,... Read more
Published 21 months ago by A. Ryan

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