{"product_id":"the-adweek-copywriting-handbook-isbn-9780470051245","title":"The Adweek Copywriting Handbook","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. \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  \u003cp\u003e\u003cb\u003eJOSEPH SUGARMAN,\u003c\/b\u003e author of the bestselling\u003ci\u003e Success Forces\u003c\/i\u003e, 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 \u003ci\u003eJS\u0026amp;A Catalog\u003c\/i\u003e 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.    \u003c\/p\u003e\u003cp\u003e\u003cb\u003eA fun and authoritative guide to writing masterful copy\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003eGreat copy is the heart and soul of the advertising business, whether it's for print, television, radio, or any other medium. In\u003ci\u003e The Adweek Copywriting Handbook\u003c\/i\u003e, 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.  \u003c\/p\u003e\u003cp\u003eSugarman 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.  \u003c\/p\u003e\u003cp\u003eFor 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. \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e—Joe Vitale, author,\u003c\/b\u003e There's a Customer Born Every Minute  \u003c\/p\u003e\u003cp\u003e\"There are a lot of great copywriters, but Sugarman is the best. He knows how to build a story and close a sale.\"\u003cbr\u003e \u003cb\u003e—Richard Thalheimer, President, The Sharper Image\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"[Sugarman has] a real talent for promotion and writing advertisements.\"\u003cbr\u003e \u003cb\u003e—Albert Gore, former Vice President of the United States\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990153412837,"sku":"NP9780470051245","price":28.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470051245.jpg?v=1761786706","url":"https:\/\/k12savings.com\/es\/products\/the-adweek-copywriting-handbook-isbn-9780470051245","provider":"K12savings","version":"1.0","type":"link"}