- Paperback: 360 pages
- Publisher: Wiley; 1 edition (December 11, 2006)
- Language: English
- ISBN-10: 0470051248
- ISBN-13: 978-0470051245
- Product Dimensions: 7.6 x 0.8 x 9.3 inches
- Shipping Weight: 1.4 pounds (View shipping rates and policies)
- Average Customer Review: 112 customer reviews
- Amazon Best Sellers Rank: #17,924 in Books (See Top 100 in Books)
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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 1st Edition
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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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Top customer reviews
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I sent my ad letter out to 10 local companies yesterday and am waiting to see how effective it is with potential customers!
Chief among them:
- his take On Selling the concept above all else
- creating the right selling environment for your offering
I'm not sure how.
This book is written from the point of view that all ads will be full-page print ads in magazines, newspapers, and mail order catalogs. There's nothing about writing for the web. There's certainly nothing about writing effective ad copy in 140 or 300 characters, common limitations on social media and websites.
I learned to recognize these lengthy come-on ads years ago. Maybe decades ago. Catchy headline, a subhead, and paragraphs where teasers abound, coaxing you to read the whole thing before finally getting to something useful. Like the price. Or the time commitment. Now when I start reading an ad in this style, I immediately skip down to the last sentence to see if it's worth reading the rest of the ad. Usually, it's not.
These kinds of ads may still work on late night infomercials, but I don't they have any effect on younger people or people who read. No one has time for this anymore.
And I use his "slippery slide" technique in EVERYTHING I write.