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The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters Paperback – Dec 11 2006


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Product Details

  • Paperback: 360 pages
  • Publisher: Wiley; 1 edition (Dec 11 2006)
  • Language: English
  • ISBN-10: 0470051248
  • ISBN-13: 978-0470051245
  • Product Dimensions: 19 x 1.9 x 23.5 cm
  • Shipping Weight: 499 g
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: #137,371 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

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.

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Most helpful customer reviews

By R. Widdowson TOP 1000 REVIEWER on Oct. 5 2012
Format: Paperback
Hilarious. His anecdotes are always outrageous. But the man pioneered so many ways, he had to be bigger than life. Advocates the creative element very strongly. Makes copywriting sound exciting
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 66 reviews
79 of 81 people found the following review helpful
Phase II copywriting. May 5 2007
By Monty Rainey - Published on Amazon.com
Format: Paperback Verified Purchase
If you are interested in learning copywriting, I would only say do one thing before reading this book; read it only AFTER you have read something else to get you started. Either Bowerman's "Well-fed Writer", Bly's "Secrets of a Freelance Writer" Slaunwhite's "Start and Run a Copywriting Business" or Meanwell's "The Wealthy Writer." Any one of these books will give you a solid foundation to build upon.

THE ADWEEK COPYWRITING BOOK by Joe Sugarman is a "must read". I believe, however, you will gain more value from this incredible book if you use this as somewhat of a "second phase" of your copywriting education. That's not to say Sugarman's book is difficult to understand. It's not. There are just some other things you need to learn and understand first.

This book is brilliantly laid out in a step-by-step, easy to follow format with wide margins for lots of notes. Sugarman takes you through the process of actually writing copy from beginning to end. The emphasis here is on print advertising, but the relation and application to any other form of copywriting is easily discernable. The brief final section of the book even covers writing for other types of media.

Sugarman is a great teacher. This book pulls largely from the training seminar Sugarman taught for many years. Only you get the $2,000 seminar for the price of a book. What a deal!
56 of 64 people found the following review helpful
same as advertising secrets of the wriitten word by the same author Dec 11 2006
By specu-lator - Published on Amazon.com
Format: Paperback
This is word for word the same book as another of sugarmans books: Advertising secrets of the written word. That book is an excellent book on copywriting and marketing. Buy this book save a ton of money to aquire the same info.
65 of 83 people found the following review helpful
Outdated and Impractical for Web Advertising Feb. 6 2010
By Compay - Published on Amazon.com
Format: Paperback Verified Purchase
There is something very important that you should know before you buy this book. If you are interested in writing copy for sales, especially website copy, you will not find this book helpful.

Author Joseph Sugarman was a marketing guru during the 70's and 80's, I think everyone familiar with the products he promoted can agree to that. The problem is that all of his case studies, personal anecdotes, and print ad examples in the book are literally three to four decades old. This book focuses almost entirely on writing copy for direct marketing, ads that are thousands of words in length that have generally been a thing of the past since the 80's. Sugarman dedicates less than 15 pages of a more than 300-page book to a general discussion of the impact that the internet has on sales, with no real techniques for writing web copy.

What I found extremely unusual was the egotistical nature of the author. Sugarman makes numerous boasts about his work, and often namedrops his seminar attendants when it's entirely unimportant to readers looking to improve their writing skills. The most bizarre inclusion in the book is a story of a hot blonde in a miniskirt who saunters into his office, supposedly to offer sex in exchange for his copywriting help after her direct-mail campaign failed. Even if one could actually bring themselves to believe such a far-fetched yarn, it had no reason being in this book.

I write this review with the advance understanding that his seminar attendants will vote that my review was not helpful. I had hoped to learn a great deal from this book, it's unfortunate that it fell far below my expectations.
6 of 6 people found the following review helpful
How to write compelling copy Feb. 14 2008
By Rolf Dobelli - Published on Amazon.com
Format: Paperback
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.
5 of 5 people found the following review helpful
Proven Techniques, Well Written and Easy To Follow Nov. 8 2007
By Truthseeker - Published on Amazon.com
Format: Paperback
Absolutely the best book I've read on copywriting to date. Joe Sugarman presents the information in a thorough, yet exciting way that will keep you reading from beginning to end. Every chapter contains another nugget of gold that will help you master the skill of copywriting and get bigger results from your advertising. This book is a must have for business owners and anyone wishing to improve their copywriting skills.


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