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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 – Illustrated, December 11, 2006
Joseph Sugarman (Author) Find all the books, read about the author, and more. See search results for this author |
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Enhance your purchase
- Print length368 pages
- LanguageEnglish
- PublisherWiley
- Publication dateDecember 11, 2006
- Dimensions7.4 x 0.8 x 9.2 inches
- ISBN-100470051248
- ISBN-13978-0470051245
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Editorial Reviews
From the Inside Flap
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 processfrom 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 copyand 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
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 processfrom 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 copyand 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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Product details
- Publisher : Wiley; 1st edition (December 11, 2006)
- Language : English
- Paperback : 368 pages
- ISBN-10 : 0470051248
- ISBN-13 : 978-0470051245
- Item Weight : 1.58 pounds
- Dimensions : 7.4 x 0.8 x 9.2 inches
- Best Sellers Rank: #12,839 in Books (See Top 100 in Books)
- #4 in Market Research Business (Books)
- #15 in Direct Marketing (Books)
- #17 in Advertising (Books)
- Customer Reviews:
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There’s a lot of vary valuable advice here, but it will take some time to get through it all. Take that time. You won’t regret it.
For example, Peter Bowman's "Well Fed Writer" book took my ability to understand freelance writing and what people need to a whole new level. It immediately led to my Permaculture Magazine article, which in turn taught me that I don't really want to write magazine articles for a living, along with a lot of other useful ideas. Kelly Enger's book "Writer for Hire: 101 Secrets for Freelance Success" was another such book, and led to some great contracts and a reputation that gets better with each new client.
Sales, however, has always been my weak point. I couldn't sell pocket warmers to Eskimos. I've had to rely on my portfolio and testimonials to secure clients, as well as a solid web presence that no one much reads, but which validates me to prospective clients. But selling myself? I've never been able to do it well. However, I recently stumbled across a book that had a profound effect on me. In the first five chapters, something just gelled in my mind. I was suddenly flooded with ideas, and excited about possibilities, the way only a handful of books have done before.
THIS is that book. At almost $13 for the Kindle edition, you can bet I did a lot of reading up on it before I bought it. I had it in my Wish List for a few months, and would look at it on Amazon every week or so, debating it. I bought it a while back when I was a bit flush, but I didn't read it right away. I was in-progress on two other professional books and a fiction trilogy, so it took a while to get to it.
And when I did finally get around to reading it, by the start of the 5th chapter I knew I should have read this thing a long time ago. What a difference it could have made when I attempted long-form sales sites! Or when I put my old freelancing web site together (now long dead).
If you have any need for direct response sales, even peripherally like I do, I can't say it enough: "Buy this book."
And if you're trying to learn how to write copy, buy this book RIGHT NOW. Or go "get" the PDF for free - I don't care.
The point is, this is the best book on the subject, period.
How can I say that, if I'm not an expert? Because IT'S THAT GOOD.
If this book is the only place you learn about copy in your life, but you master all the principles, you will be an amazing copywriter.
I have taken many professional copywriting courses and read most of the books by the copywriting legends. Nothing compares to this.
One could almost disregard the online materials and coursework that are available and use this as your only guide.
This book sums it all up in a methodical way. It will change my writing going forward.
Chief among them:
- his take On Selling the concept above all else
- creating the right selling environment for your offering
Teaches a lot in a fun way, engaging reading.
Really takes you to the slippery side and teaches you how to do the same thing.
Top reviews from other countries

Some copywriters, like Joe Sugarman, made their reputations by going out and finding interesting products to sell, writing their own copy and buying advertising space. These copywriters had the opportunity to win big but also to lose. The lessons they learn can be brutal but they strike home quickly.
This is a great book. It is based around an expensive course ($2,000 in 1977) that Sugarman gave to the people who wanted to understand how he did what he did to make a fortune and develop a cult following for JS&A space age products. Once he even sold an aeroplane from a magazine advertisement when he decided to flog off the third corporate jet that he used least often.
At its core is copywriting for display advertisements in newspapers, magazines and catalogues. A headline, sub-heading, photograph, copy and the JS&A symbol people learnt to look for. Towards the end of the book, he explains how the ideas can be transferred to other types of marketing including the Internet.
It's strange to think of a business book as charming but this one is packed with Sugarman's panache. The book is based around his 15 axioms, 3 emotion principles, 10 graphic elements, 23 copy elements and 31 psychological triggers. 30 of those triggers are covered well here but are explored more extensively in Triggers: 30 Sales Tools You Can Use to Control the Mind of Your Prospect to Motivate, Influence, and Persuade. These factors are all neatly summarised at the back of the book when you want a quick reminder.
What makes this book even better is that Sugarman picks some advertisements written by other people and analyses them with you, explaining exactly what the copywriter is doing and why. He also includes the full text of some of his own advertisements including that plane he sold.
I read a lot of business books but this is one of the few that I have as a physical book and as a Kindle book. That way, I can carry it around with me. It really is that good. Note to self, re-read the best of the best more often.
Paul Simister, a business coach who helps business owners who are stuck with disappointing marketing, to get unstuck.

This book is truly amazing! I cannot recommend it enough. Joseph Sugarman touches on everything you need to know to write amazing copy. I was really mindblown by this book.
I will definitely reread it in the future.


