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 asale."
--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
General
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