- 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: 4.6 out of 5 stars See all reviews (103 customer reviews)
- Amazon Best Sellers Rank: #21,956 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
Chief among them:
- his take On Selling the concept above all else
- creating the right selling environment for your offering
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!
And I use his "slippery slide" technique in EVERYTHING I write.