The Adweek copywriting handbook : the ultimate guide to writing powerful advertising and marketing copy from one of America's top copywriters /
Sugarman, Joseph, 1938-
The Adweek copywriting handbook : the ultimate guide to writing powerful advertising and marketing copy from one of America's top copywriters / Copywriting handbook Joseph Sugarman. - xix, 338 pages : illustrations ; 24 cm
"An Adweek book"--Cover.
Includes bibliographical references (pages 325-326) and index.
Introduction : the origin of this book -- General knowledge -- Specific knowledge -- Practice, practice, practice -- The purpose of all the graphic elements of an ad -- The first sentence -- Creating the perfect buying environment -- Resonating with the reader -- The slippery slide -- Assumed constraints -- Seeds of curiosity -- Copy as emotion -- Selling the concept, not the product -- The incubation process -- How much copy should you write? -- The art of personal communication -- The copy sequence -- The editing process -- Powerful copy elements explained -- The psychological triggers -- Selling a cure, not prevention -- Rating your writing level -- Seven steps to writing great copy -- The lazy man's way to riches -- A fluke of nature -- Lingerie for men -- The more you learn -- A more stimulating way -- Magic baloney -- Pet plane -- Mail order mansion -- Hungarian conspiracy -- Vision breakthrough -- Gold space chains -- Consumers hero -- Nautilus spelling sale -- Writing for different media -- Assumed constraints, continued -- Seeds of curiosity, continued -- Summary of axioms and major points. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. App. A. App. B. App. C.
"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."--BOOK JACKET.
0470051248 9780470051245
2007274136
Advertising copy--Handbooks, manuals, etc.
HF5825 / .S878 2007
659.1
The Adweek copywriting handbook : the ultimate guide to writing powerful advertising and marketing copy from one of America's top copywriters / Copywriting handbook Joseph Sugarman. - xix, 338 pages : illustrations ; 24 cm
"An Adweek book"--Cover.
Includes bibliographical references (pages 325-326) and index.
Introduction : the origin of this book -- General knowledge -- Specific knowledge -- Practice, practice, practice -- The purpose of all the graphic elements of an ad -- The first sentence -- Creating the perfect buying environment -- Resonating with the reader -- The slippery slide -- Assumed constraints -- Seeds of curiosity -- Copy as emotion -- Selling the concept, not the product -- The incubation process -- How much copy should you write? -- The art of personal communication -- The copy sequence -- The editing process -- Powerful copy elements explained -- The psychological triggers -- Selling a cure, not prevention -- Rating your writing level -- Seven steps to writing great copy -- The lazy man's way to riches -- A fluke of nature -- Lingerie for men -- The more you learn -- A more stimulating way -- Magic baloney -- Pet plane -- Mail order mansion -- Hungarian conspiracy -- Vision breakthrough -- Gold space chains -- Consumers hero -- Nautilus spelling sale -- Writing for different media -- Assumed constraints, continued -- Seeds of curiosity, continued -- Summary of axioms and major points. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. App. A. App. B. App. C.
"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."--BOOK JACKET.
0470051248 9780470051245
2007274136
Advertising copy--Handbooks, manuals, etc.
HF5825 / .S878 2007
659.1