{"product_id":"the-adweek-copywriting-handbook-the-ultimate-guide-to-writing-powerful-advertising-and-marketing-copy-from-one-of-americas-top-copywriters-paperback-softback-9780470051245","title":"The Adweek Copywriting Handbook; The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters (Paperback \/ softback) 9780470051245","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Adweek Copywriting Handbook\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThe Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eJoseph Sugarman (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470051245, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 2 January 2007\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e368 pages\u003cbr\u003e23.1 x 18.5 x 1.9 cm, 0.658 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eGreat copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword: The Sugarman Legacy \u003ci\u003eRay Schultz \u003c\/i\u003exv\u003c\/p\u003e \u003cp\u003eAcknowledgments xix\u003c\/p\u003e \u003cp\u003eIntroduction: The Origin of This Book 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection One: Understanding the Process\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 9\u003c\/p\u003e \u003cp\u003e1. General Knowledge 11\u003c\/p\u003e \u003cp\u003e2. Specific Knowledge 15\u003c\/p\u003e \u003cp\u003e3. Practice, Practice, Practice 23\u003c\/p\u003e \u003cp\u003e4. The Purpose of All the Graphic Elements of an Ad 27\u003c\/p\u003e \u003cp\u003e5. The First Sentence 31\u003c\/p\u003e \u003cp\u003e6. Creating the Perfect Buying Environment 35\u003c\/p\u003e \u003cp\u003e7. Resonating with the Reader 39\u003c\/p\u003e \u003cp\u003e8. The Slippery Slide 45\u003c\/p\u003e \u003cp\u003e9. Assumed Constraints 55\u003c\/p\u003e \u003cp\u003e10. Seeds of Curiosity 59\u003c\/p\u003e \u003cp\u003e11. Copy as Emotion 65\u003c\/p\u003e \u003cp\u003e12. Selling the Concept, Not the Product 71\u003c\/p\u003e \u003cp\u003e13. The Incubation Process 77\u003c\/p\u003e \u003cp\u003e14. How Much Copy Should You Write? 81\u003c\/p\u003e \u003cp\u003e15. The Art of Personal Communication 87\u003c\/p\u003e \u003cp\u003e16. The Copy Sequence 93\u003c\/p\u003e \u003cp\u003e17. The Editing Process 101\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Two: Understanding What Works\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 111\u003c\/p\u003e \u003cp\u003e18. Powerful Copy Elements Explained 113\u003c\/p\u003e \u003cp\u003e19. The Psychological Triggers 131\u003c\/p\u003e \u003cp\u003e20. Selling a Cure, Not Prevention 193\u003c\/p\u003e \u003cp\u003e21. Rating Your Writing Level 199\u003c\/p\u003e \u003cp\u003e22. Seven Steps to Writing Great Copy 203\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Three: Proving the Points—Ad Examples\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 209\u003c\/p\u003e \u003cp\u003e23. The Lazy Man’s Way to Riches 211\u003c\/p\u003e \u003cp\u003e24. A Fluke of Nature 219\u003c\/p\u003e \u003cp\u003e25. Lingerie for Men 227\u003c\/p\u003e \u003cp\u003e26. The More You Learn 233\u003c\/p\u003e \u003cp\u003e27. A More Stimulating Way 237\u003c\/p\u003e \u003cp\u003e28. Magic Baloney 239\u003c\/p\u003e \u003cp\u003e29. Pet Plane 243\u003c\/p\u003e \u003cp\u003e30. Mail Order Mansion 247\u003c\/p\u003e \u003cp\u003e31. Hungarian Conspiracy 251\u003c\/p\u003e \u003cp\u003e32. Vision Breakthrough 255\u003c\/p\u003e \u003cp\u003e33. Gold Space Chains 259\u003c\/p\u003e \u003cp\u003e34. Consumers Hero 263\u003c\/p\u003e \u003cp\u003e35. Nautilus Spelling Sale 267\u003c\/p\u003e \u003cp\u003eA Note: The Power of Your Pen 271\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Four: Utilizing Your Copywriting Skills\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreview 275\u003c\/p\u003e \u003cp\u003e36. Writing for Different Media 277\u003c\/p\u003e \u003cp\u003eEpilogue Some Final Thoughts 313\u003c\/p\u003e \u003cp\u003eAppendix A Assumed Constraints, Continued 317\u003c\/p\u003e \u003cp\u003eAppendix B Seeds of Curiosity, Continued 319\u003c\/p\u003e \u003cp\u003eAppendix C Summary of Axioms and Major Points 321\u003c\/p\u003e \u003cp\u003eAppendix D Recommended Reading 325\u003c\/p\u003e \u003cp\u003eIndex 327\u003c\/p\u003e \u003cp\u003eAbout the Author 337\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52174484439320,"sku":"9780470051245","price":15.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470051245.jpg?v=1781174420","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-adweek-copywriting-handbook-the-ultimate-guide-to-writing-powerful-advertising-and-marketing-copy-from-one-of-americas-top-copywriters-paperback-softback-9780470051245","provider":"Freshly Printed Books","version":"1.0","type":"link"}