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.
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; and
- How to use emotions to motivate people to make purchases.
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.