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Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America's Top Copywriters and Mail Order Entrepreneurs Hardcover – June 1, 1998
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Every trade has its role models. And for me, there is no better model for ad copywriters or maazine editors... -- Ray Schultz, Editor, DIRECT Magazine
I have been a fan of Joseph Sugarman's copywriting and marketing ideas for years and have benefited greatly... -- Jack Canfield, Co-author, Chicken Soup for the Soul
There are a lot of great copywriters, but Joe Sugarman is the best. He knows how to build a story... -- Richard Thalheimer, President, The Sharper Image
About the Author
Joseph Sugarman has been highly recognized for his effective advertising copy and the innovations he's brought to the direct marketing field. He won many awards to include Direct Marketing Man of the Year and the distinguished Maxwell Sackheim Award for his career contributions to direct marketing. He's become a role model for many in sales, marketing and direct marketing. He has authored five books and has successful run several business--all created from the power of his pen.
Top customer reviews
I haven't even finished the whole thing but sheesh… studying the psychological triggers alone will give you so much freaking insight into ALL advertising!! You will be a nerd and lose 80% of your friends with how annoyingly observant you'll be.
The book is also chock full of REAL examples.
I'd say my favorite thing about Mr. Sugarman's writing is his really humble personality that comes through. He shares his experiences. He just tell you (so you can learn) where he went wrong in the past—where his ideas and campaigns made him "lose his shirt."
I've learned a ton from this book. Add it to your copywriting library.
Sugarman never did much writing for other people.
He wrote to cover his payroll and build his own
business - risking Millions of dollars a year,
OF HIS OWN MONEY, to test his ideas.
He confesses he lost more often than he won but
when he wrote a winner he sometimes won big. Along
the way he learned harsh truths about business.
He's not only a gifted and original copywriter,
he's a shrewd business strategist - Sugarman
promoted electronic gimmicks and gadgets that
would get severely devalued as new technology came
along, sometimes in a matter of months - so he's
particularly relevant to writers and marketers
in the "internet marketing" niches today, where the
novel and hypey often carries the day.
I read Sugraman's ads when I was a kid and also
Drew Kaplan's (when will that Masked Man write
a book?) and was transfixed. Still later in I
discovered J. Peterman's catalogs.
I got started writing copy for my woodworking business
before I lost interest in the long hours and physical
grind of production. Writing copy later became the
keystone to my success online - and Sugarman was the
first copywriting "bible" I acquired.
I wouldn't actually recommend this book as the first one
you read - it's about marketing and the mail order business
as much as it is about psychology and copywriting... so
it doesn't cover salesletter structure in a way that will
be useful to everybody just starting out... unless you
sell gadgets like Sugarman did. I'm not saying he is not
a master because he clearly is - just that there are other
books you might want to read first like Victor Schwab's
I've read and reviewed a few books on writing, from Stephen King's nonfiction work on writing fiction to books on writing nonfiction. This work stands up there with the best of them, and I'd recommend this work to writers of all types. Joseph Sugarman explains the purpose of the headline. It's to get the second line read. The purpose of the second line, well, that's to get the third line read. If fiction writers followed this formula, they'd sell more books. I can't count how many books, both nonfiction and fiction, I put down after a short time because I just find no reason to go on.
But this book isn't about writing fiction or nonfiction, it's about writing great copy. The reason I bring up other types of writing is that they all have the same strengths or weaknesses' going for them that get them read or ignored.
A copy writer has a short time to get the reader to either send money or request more information or act in some way. The fiction writer has to grab the readers attention and I mean now. See my review for Noah Lukeman's "The First Five Pages", basically he's got the same advice for fiction writers, you better grab the readers attention, and you better be flawless, because you have about the first five pages to win or lose the game. Often less.
In copy writing you have the first five words. Often less. Same idea.
I highly recommend this work to writers of all types. If you're in advertising, even if just for your own small business, you'd be foolish to pass on this one.
I was was showing this book (ok I lent it out) to a young business student last week. When it occurred to me what Claude Hopkins said almost 100 years ago; "advertising is salesmanship in print". You can have all the fancy java & activex web sites for your BtoB, BtoC, banding, CRM, mo...use, Mickey Mouse (sory I digress). What Joe Sugarman has distilled in print what Claude Hopkins did and wrote about about. Your customer is not a moron,("she's your wife" David Ogilvy) but very intellegent and will leave you in a New York nano-second if you treat them that way. With the explosion of the internet; only compounds the problem. You need to gain customers not one shot sales. Joe shows you how to understand them. You have to give the coustomer a compelling reason to buy from you again & again. If you as a direct marketer loose your focus on your customer you will end up like our retail brethren (Chapter 11 or a distant memory.so!" Yes Joe's book is simple. But haven't we all learned that simplicity works! Think About it.