The Adweek Copywriting Handbook
The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
John Wiley & Sons, Inc., 2006
Category:
Sales & Marketing
Get the summary
Subscribe today and dramatically increase your business knowledge in your own time and at an affordable rate. Our summaries will update your skills, jump-start your career and put you ahead of the pack. Learn how to thrive in every aspect of your professional life.
getAbstract rating
| Overall |
|
(8)Applicability |
|
Innovation |
|
Style |
|
(9)
(6)
(7)| Level of Expertise |
|
(2)In this summary you will learn
- How to write effective advertising copy – from researching your product to composing your ad
- How to use every element of an ad to convey your message
- How to use emotions to motivate people to make purchases
Why you should read The Adweek Copywriting Handbook
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.
About the author
Joseph Sugarman wrote a popular catalog in the ’70s and ’80s. He taught copywriting seminars in the U.S., Europe, Asia and Australia. Most recently, he was editor and publisher of the Maui Weekly newspaper. His six books include Success Forces.
If you wish to purchase 20 or more copies of this title (not the summary, but the actual book), please contact us at info@getAbstract.com. Make sure you include the title of the book and your phone number.
getAbstract makes it easy for you to access the summary of The Adweek Copywriting Handbook any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles!