Product Description

Great 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.

Product Details

• Amazon Sales Rank: #226247 in Books
• Published on: 2007-01-02
• Original language: English
• Number of items: 1
• Binding: Paperback
• 360 pages

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.

Customer Reviews

How to write compelling copy
Seldom does a how-to book so thoroughly accomplish its goal. Read this text and you'll learn how to compose great copy. Information in: skill out. Copywriter extraordinaire Joseph Sugarman explains what it takes to write copy that sells as he covers the basic elements of a print ad. He then delves into the writing process by revealing his methods, such as letting your thoughts flow unhindered onto the paper and giving your ideas time to incubate. Then he switches his focus to explaining which emotions motivate people to make purchases and how to incorporate these "psychological triggers" into your advertising. Although Sugarman confesses up front that his lessons focus primarily on print mail-order advertising, he provides a chapter on copywriting for various media. However, it is obvious that his strength lies in mail order. The emphasis on print ads notwithstanding, getAbstract urges anyone who wants to communicate effectively to pick up this thorough, lively copywriting guide.

Learn From a Master
This is based on a seminar that Joe Sugarman used to charge people @ $5,000 to attend.All the information is presented in an easy to read, entertaining style.Nothing is held back, and he also breaks ads down to show you how to craft your own copywriting efforts.Anyone who needs to communicate effectively (everyone?) should read this classic.At this price it's a steal.