From the Back Cover
Great copy is the heart and soul of the advertising business,whether it's for print, television, radio, or any other medium. InThe Adweek Copywriting Handbook, legendary copywriter and adman Joseph Sugarman provides proven guidelines and expert advice onwhat it takes to write copy that will entice, motivate, and movecustomers to buy.
Sugarman walks you step by step through the entire copywritingprocess—from getting prepared to researching products andmarkets to getting ideas down on paper and polishing them to abrilliant sheen. He explains the vital elements that make greatcopy and explores the emotional triggers that convince consumers tobuy. Sugarman gives you all the tools and tactics you need to writethe same kind of effective selling copy that has brought him fameand fortune.
For anyone who wants to break into the advertising business, orad pros who just want to get better at what they do, this is theultimate companion resource. Complete with real examples ofhigh-quality copy for various media, this practical andauthoritative guide will tell you everything you need to know towrite great copy—and get ahead in the cutthroat world ofadvertising.
"Sugarman is a living legend and by-God genius at writing copythat sells. This book is his masterpiece. It reveals all of hishard-earned secrets. The writing is riveting and the wisdom isworth gold. This is the best book on copywriting in the entirehistory of marketing."
—Joe Vitale, author, There's a Customer Born EveryMinute
"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 writingadvertisements."
—Albert Gore, former Vice President of the United States