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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. 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
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
I found this book to be a lot better than previous reads, though. It contains a lot of the same information, and OK, it's a little outdated now perhaps but there were one of two interesting points in there that I certainly have brought into my own writing; which I have to say is a first from any book on writing I've read - at least for a long time anyway.
The book describes and demonstrates Sugarmans style of writing and the thinking behind it very well - and even though the style of copywriting he uses isn't applicable in every situation, there are still principles that you could use in any piece you pen.
If you're buying a book on how to write copy as a novice I'd say this is a very good place to start - if you already know your stuff, you'll probably find more tools to add to your kit in here than in other books of a similar ilk.
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