The Adweek Copywriting Handbook

Recommendations

Info

ContentsForeword: The Sugarman Legacy Ray Schultz xvAcknowledgmentsxixIntroduction: The Origin of This Book 1Section One: Understanding the ProcessPreview 91. General Knowledge 112. Specific Knowledge 153. Practice, Practice, Practice 234. The Purpose of All the Graphic Elements of an Ad 275. The First Sentence 316. Creating the Perfect Buying Environment 357. Resonating with the Reader 398. The Slippery Slide 459. Assumed Constraints 5510. Seeds of Curiosity 5911. Copy as Emotion 6512. Selling the Concept, Not the Product 7113. The Incubation Process 7714. How Much Copy Should You Write? 8115. The Art of Personal Communication 8716. The Copy Sequence 9317. The Editing Process 101Section Two: Understanding What WorksPreview 11118. Powerful Copy Elements Explained 11319. The Psychological Triggers 131xiii
CONTENTS20. Selling a Cure, Not Prevention 19321. Rating Your Writing Level 19922. Seven Steps to Writing Great Copy 203Section Three: Proving the Points—Ad ExamplesPreview 20923. The Lazy Man’s Way to Riches 21124. A Fluke of Nature 21925. Lingerie for Men 22726. The More You Learn 23327. A More Stimulating Way 23728. Magic Baloney 23929. Pet Plane 24330. Mail Order Mansion 24731. Hungarian Conspiracy 25132. Vision Breakthrough 25533. Gold Space Chains 25934. Consumers Hero 26335. Nautilus Spelling Sale 267A Note: The Power of Your Pen 271Section Four: Utilizing Your Copywriting SkillsPreview 27536. Writing for Different Media 277Epilogue Some Final Thoughts 313Appendix A Assumed Constraints, Continued 317Appendix B Seeds of Curiosity, Continued 319Appendix C Summary of Axioms and Major Points 321Appendix D Recommended Reading 325Index 327About the Author 337xiv
Page 2 and 3: Praise forJoseph Sugarman’s Previ
Page 4 and 5: From Seminar Participants Who Learn
Page 6 and 7: The depth of knowledge and the skil
Page 8 and 9: TheAdweekCopywritingHandbook
Page 10 and 11: TheAdweekCopywritingHandbookThe Ult
Page 12: To Mary Stanke, whose support throu
Page 17 and 18: FOREWORD: THE SUGARMAN LEGACYSchwar
Page 20: AcknowledgmentsMany people have con
Page 24 and 25: The Origins of This Book Introducti
Page 26 and 27: INTRODUCTION: THE ORIGINS OF THIS B
Page 28 and 29: INTRODUCTION: THE ORIGINS OF THIS B
Page 30: Section One
Page 33 and 34: UNDERSTANDING THE PROCESSyou read t
Page 35 and 36: UNDERSTANDING THE PROCESSwrote abou
Page 37 and 38: UNDERSTANDING THE PROCESSmind can r
Page 39 and 40: UNDERSTANDING THE PROCESSterial in
Page 41 and 42: UNDERSTANDING THE PROCESSIt took an
Page 43 and 44: UNDERSTANDING THE PROCESSexpert on
Page 46 and 47: Practice, Practice, Practice Chapte
Page 48: PRACTICE, PRACTICE, PRACTICEAnd in
Page 51 and 52: 28UNDERSTANDING THE PROCESS
Page 53 and 54: UNDERSTANDING THE PROCESSEach eleme
Page 55 and 56: UNDERSTANDING THE PROCESSmaybe with
Page 58 and 59: Creating the Perfect Buying Environ
Page 60 and 61: CREATING THE PERFECT BUYING ENVIRON
Page 62 and 63: Resonating with the Reader Chapter
Page 64 and 65:
RESONATING WITH THE READERBuick and
Page 66 and 67:
RESONATING WITH THE READERLook what
Page 68 and 69:
The Slippery Slide Chapter 8By now
Page 70 and 71:
THE SLIPPERY SLIDEinto,” I mean f
Page 72 and 73:
THE SLIPPERY SLIDEI then went into
Page 74 and 75:
THE SLIPPERY SLIDEI then finished t
Page 76:
THE SLIPPERY SLIDEwhich may seem le
Page 79 and 80:
UNDERSTANDING THE PROCESSSee if you
Page 81 and 82:
UNDERSTANDING THE PROCESSAxiom 7You
Page 83 and 84:
UNDERSTANDING THE PROCESS60our Cons
Page 85 and 86:
UNDERSTANDING THE PROCESSentice me
Page 88 and 89:
Copy as Emotion Chapter 11Up to now
Page 90 and 91:
COPY AS EMOTIONpensive car. The car
Page 92 and 93:
COPY AS EMOTIONthe technology but n
Page 94 and 95:
Selling the Concept, Not the Produc
Page 96 and 97:
SELLING THE CONCEPT, NOT THE PRODUC
Page 98:
SELLING THE CONCEPT, NOT THE PRODUC
Page 101 and 102:
UNDERSTANDING THE PROCESSOnce you
Page 103 and 104:
UNDERSTANDING THE PROCESSIf managem
Page 105 and 106:
UNDERSTANDING THE PROCESSOf course
Page 107 and 108:
UNDERSTANDING THE PROCESS10 minutes
Page 110 and 111:
The Art of Personal Communication C
Page 112 and 113:
THE ART OF PERSONAL COMMUNICATIONLe
Page 114 and 115:
THE ART OF PERSONAL COMMUNICATIONpe
Page 116 and 117:
The Copy Sequence Chapter 16You are
Page 118 and 119:
THE COPY SEQUENCEYou have probably
Page 120 and 121:
THE COPY SEQUENCEvalue, but what if
Page 122:
THE COPY SEQUENCEthey use a lot of
Page 125 and 126:
UNDERSTANDING THE PROCESSYou wouldn
Page 127 and 128:
UNDERSTANDING THE PROCESS104example
Page 129 and 130:
UNDERSTANDING THE PROCESSExample 1:
Page 131 and 132:
UNDERSTANDING THE PROCESSyour offer
Page 134:
Understanding What Works PreviewNow
Page 137 and 138:
UNDERSTANDING WHAT WORKS2. First Se
Page 139 and 140:
UNDERSTANDING WHAT WORKSjust gettin
Page 141 and 142:
UNDERSTANDING WHAT WORKSit. Or some
Page 143 and 144:
UNDERSTANDING WHAT WORKSWas I reall
Page 145 and 146:
UNDERSTANDING WHAT WORKSand the inc
Page 147 and 148:
UNDERSTANDING WHAT WORKSservice pro
Page 149 and 150:
UNDERSTANDING WHAT WORKScompare wit
Page 151 and 152:
UNDERSTANDING WHAT WORKSeffective c
Page 153 and 154:
UNDERSTANDING WHAT WORKSlearned 23
Page 155 and 156:
UNDERSTANDING WHAT WORKSDirect resp
Page 157 and 158:
UNDERSTANDING WHAT WORKSunusual pre
Page 159 and 160:
UNDERSTANDING WHAT WORKS3. Integrit
Page 161 and 162:
UNDERSTANDING WHAT WORKSname produc
Page 163 and 164:
UNDERSTANDING WHAT WORKSDon’t hes
Page 165 and 166:
UNDERSTANDING WHAT WORKSPeople Resp
Page 167 and 168:
UNDERSTANDING WHAT WORKSback for a
Page 169 and 170:
UNDERSTANDING WHAT WORKSover a two-
Page 171 and 172:
UNDERSTANDING WHAT WORKS148big infu
Page 173 and 174:
UNDERSTANDING WHAT WORKScan determi
Page 175 and 176:
UNDERSTANDING WHAT WORKSWatergate G
Page 177 and 178:
UNDERSTANDING WHAT WORKSthrowing aw
Page 179 and 180:
UNDERSTANDING WHAT WORKSThis is als
Page 181 and 182:
UNDERSTANDING WHAT WORKSpoised for
Page 183 and 184:
UNDERSTANDING WHAT WORKS160So confi
Page 185 and 186:
UNDERSTANDING WHAT WORKSvirtue of t
Page 187 and 188:
UNDERSTANDING WHAT WORKSvarious air
Page 189 and 190:
UNDERSTANDING WHAT WORKScommercial?
Page 191 and 192:
UNDERSTANDING WHAT WORKSadvertising
Page 193 and 194:
UNDERSTANDING WHAT WORKS23. Exclusi
Page 195 and 196:
UNDERSTANDING WHAT WORKS24. Simplic
Page 197 and 198:
UNDERSTANDING WHAT WORKSThese two a
Page 199 and 200:
UNDERSTANDING WHAT WORKS25. Human R
Page 201 and 202:
UNDERSTANDING WHAT WORKS26. Storyte
Page 203 and 204:
UNDERSTANDING WHAT WORKShow you dis
Page 205 and 206:
UNDERSTANDING WHAT WORKSit too obvi
Page 207 and 208:
UNDERSTANDING WHAT WORKShaven’t r
Page 209 and 210:
UNDERSTANDING WHAT WORKSand spend s
Page 211 and 212:
UNDERSTANDING WHAT WORKSdo you find
Page 213 and 214:
UNDERSTANDING WHAT WORKSgone,” he
Page 215 and 216:
UNDERSTANDING WHAT WORKScustomers w
Page 217 and 218:
UNDERSTANDING WHAT WORKSThe consume
Page 219 and 220:
UNDERSTANDING WHAT WORKSgot a power
Page 222 and 223:
Rating Your Writing Level Chapter 2
Page 224:
RATING YOUR WRITING LEVELNow add th
Page 227 and 228:
UNDERSTANDING WHAT WORKS204Step 5:
Page 230:
Section Three
Page 233 and 234:
PROVING THE POINTS—AD EXAMPLESSta
Page 235 and 236:
PROVING THE POINTS—AD EXAMPLESyou
Page 237 and 238:
PROVING THE POINTS—AD EXAMPLES214
Page 239 and 240:
PROVING THE POINTS—AD EXAMPLESver
Page 241 and 242:
PROVING THE POINTS—AD EXAMPLESHis
Page 243 and 244:
PROVING THE POINTS—AD EXAMPLESsta
Page 245 and 246:
Page 247 and 248:
Page 249 and 250:
PROVING THE POINTS—AD EXAMPLESFro
Page 251 and 252:
PROVING THE POINTS—AD EXAMPLESThe
Page 253 and 254:
PROVING THE POINTS—AD EXAMPLESTo
Page 256 and 257:
The More You Learn Chapter 26This i
Page 258 and 259:
THE MORE YOU LEARNwould never happe
Page 260 and 261:
A More Stimulating Way Chapter 27Ev
Page 262 and 263:
Magic Baloney Chapter 28This JS&A m
Page 264 and 265:
MAGIC BALONEYcold outside and the n
Page 266 and 267:
Pet Plane Chapter 29At JS&A we had
Page 268:
PET PLANEOur Aerostar was a Ted Smi
Page 271 and 272:
PROVING THE POINTS—AD EXAMPLESis
Page 273 and 274:
PROVING THE POINTS—AD EXAMPLESof
Page 275 and 276:
PROVING THE POINTS—AD EXAMPLESCap
Page 277 and 278:
PROVING THE POINTS—AD EXAMPLESQui
Page 279 and 280:
PROVING THE POINTS—AD EXAMPLESinc
Page 282 and 283:
Gold Space Chains Chapter 33T his w
Page 284:
GOLD SPACE CHAINS“Actually Bob, s
Page 287 and 288:
PROVING THE POINTS—AD EXAMPLESA M
Page 289 and 290:
PROVING THE POINTS—AD EXAMPLESYou
Page 291 and 292:
PROVING THE POINTS—AD EXAMPLESRea
Page 293 and 294:
PROVING THE POINTS—AD EXAMPLESuni
Page 296:
Section Four
Page 300 and 301:
Writing for Different Media Chapter
Page 302 and 303:
WRITING FOR DIFFERENT MEDIAyears wi
Page 304 and 305:
WRITING FOR DIFFERENT MEDIAyou can
Page 306 and 307:
WRITING FOR DIFFERENT MEDIAturn add
Page 308 and 309:
WRITING FOR DIFFERENT MEDIAAt its p
Page 310 and 311:
WRITING FOR DIFFERENT MEDIAA billbo
Page 312 and 313:
WRITING FOR DIFFERENT MEDIAIannotti
Page 314 and 315:
WRITING FOR DIFFERENT MEDIAThe seco
Page 316 and 317:
WRITING FOR DIFFERENT MEDIAthis rul
Page 318 and 319:
WRITING FOR DIFFERENT MEDIAphenomen
Page 320 and 321:
WRITING FOR DIFFERENT MEDIAdeluxe v
Page 322 and 323:
WRITING FOR DIFFERENT MEDIAplaying
Page 324 and 325:
WRITING FOR DIFFERENT MEDIAgraphs t
Page 326 and 327:
WRITING FOR DIFFERENT MEDIAvices, t
Page 328 and 329:
WRITING FOR DIFFERENT MEDIAutes. Bu
Page 330 and 331:
WRITING FOR DIFFERENT MEDIAtion day
Page 332 and 333:
WRITING FOR DIFFERENT MEDIAgame. Th
Page 334:
WRITING FOR DIFFERENT MEDIAabout th
Page 337 and 338:
EPILOGUE: SOME FINAL THOUGHTS314com
Page 340 and 341:
Assumed Constraints, Continued Appe
Page 342 and 343:
Seeds of Curiosity, Continued Appen
Page 344 and 345:
Summary of Axioms and Major Points
Page 346 and 347:
SUMMARY OF AXIOMS AND MAJOR POINTST
Page 348 and 349:
Recommended ReadingAppendix DReadin
Page 350 and 351:
Your Guide to Relevant Topics Index
Page 352 and 353:
INDEXCures:fear and, 195preventives
Page 354 and 355:
INDEXHuman element:relating product
Page 356 and 357:
INDEXObligation, creating sense of,
Page 358 and 359:
INDEXSnowmobiles, exclusivity and,1
Page 360 and 361:
About the AuthorJoseph Sugarman is
show all

The Adweek Copywriting Handbook

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?