The Adweek Copywriting Handbook

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Praise forJoseph Sugarman’s Previous BooksYou have a real talent for promotion and writingadvertisements.Albert Gore, Former Vice PresidentUnited States of AmericaThere are a lot of great copywriters, but JoeSugarman is the best. He knows how to builda story and close the sale. Anyone who wantsto sell better will enjoy Advertising Secretsof the Written Word.Richard Thalheimer, FounderThe Sharper ImageI have been a fan of Joseph Sugarman’scopywriting and marketing ideas for yearsand have benefited greatly by imitating hislong-copy ads. Now he is letting us all in onhis secrets in a book that should cost $2,000because it contains so much detailedinformation. Thank you, Joe. I really likedthe book!Jack Canfield, Co-AuthorChicken Soup for the Soul
Every trade has its role models. And for me,there is no better model for ad copywritersor magazine editors than Joe Sugarman.Ray Schultz, EditorDIRECT MagazineJoseph Sugarman is brimming over with creativeideas. That isn’t so unusual; many of usare. But Joe’s ideas rocket into our marketingconsciousness like shooting stars with one triumphantdifference: His ideas invariably work.They motivate. They sell. So this isn’t a bookfor theoreticians. It’s aimed like an exquisitelypolished arrow into the heart of writing to sell.New to marketing? Read this book. Been in thebusiness for 30 years? Read this book.Herschell Gordon Lewis, ChairmanCommunicomp
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 15 and 16: CONTENTS20. Selling a Cure, Not Pre
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
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UNDERSTANDING THE PROCESSEach eleme
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UNDERSTANDING THE PROCESSmaybe with
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Creating the Perfect Buying Environ
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CREATING THE PERFECT BUYING ENVIRON
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Resonating with the Reader Chapter
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RESONATING WITH THE READERBuick and
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RESONATING WITH THE READERLook what
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The Slippery Slide Chapter 8By now
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THE SLIPPERY SLIDEinto,” I mean f
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THE SLIPPERY SLIDEI then went into
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THE SLIPPERY SLIDEI then finished t
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THE SLIPPERY SLIDEwhich may seem le
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UNDERSTANDING THE PROCESSSee if you
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UNDERSTANDING THE PROCESSAxiom 7You
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UNDERSTANDING THE PROCESS60our Cons
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UNDERSTANDING THE PROCESSentice me
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Copy as Emotion Chapter 11Up to now
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COPY AS EMOTIONpensive car. The car
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COPY AS EMOTIONthe technology but n
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Selling the Concept, Not the Produc
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SELLING THE CONCEPT, NOT THE PRODUC
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SELLING THE CONCEPT, NOT THE PRODUC
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UNDERSTANDING THE PROCESSOnce you
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UNDERSTANDING THE PROCESSIf managem
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UNDERSTANDING THE PROCESSOf course
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UNDERSTANDING THE PROCESS10 minutes
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The Art of Personal Communication C
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THE ART OF PERSONAL COMMUNICATIONLe
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THE ART OF PERSONAL COMMUNICATIONpe
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The Copy Sequence Chapter 16You are
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THE COPY SEQUENCEYou have probably
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THE COPY SEQUENCEvalue, but what if
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THE COPY SEQUENCEthey use a lot of
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UNDERSTANDING THE PROCESSYou wouldn
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UNDERSTANDING THE PROCESS104example
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UNDERSTANDING THE PROCESSExample 1:
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UNDERSTANDING THE PROCESSyour offer
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Understanding What Works PreviewNow
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UNDERSTANDING WHAT WORKS2. First Se
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UNDERSTANDING WHAT WORKSjust gettin
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UNDERSTANDING WHAT WORKSit. Or some
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UNDERSTANDING WHAT WORKSWas I reall
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UNDERSTANDING WHAT WORKSand the inc
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UNDERSTANDING WHAT WORKSservice pro
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UNDERSTANDING WHAT WORKScompare wit
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UNDERSTANDING WHAT WORKSeffective c
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UNDERSTANDING WHAT WORKSlearned 23
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UNDERSTANDING WHAT WORKSDirect resp
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UNDERSTANDING WHAT WORKSunusual pre
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UNDERSTANDING WHAT WORKS3. Integrit
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UNDERSTANDING WHAT WORKSname produc
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UNDERSTANDING WHAT WORKSDon’t hes
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UNDERSTANDING WHAT WORKSPeople Resp
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UNDERSTANDING WHAT WORKSback for a
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UNDERSTANDING WHAT WORKSover a two-
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UNDERSTANDING WHAT WORKS148big infu
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UNDERSTANDING WHAT WORKScan determi
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UNDERSTANDING WHAT WORKSWatergate G
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UNDERSTANDING WHAT WORKSthrowing aw
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UNDERSTANDING WHAT WORKSThis is als
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UNDERSTANDING WHAT WORKSpoised for
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UNDERSTANDING WHAT WORKS160So confi
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UNDERSTANDING WHAT WORKSvirtue of t
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UNDERSTANDING WHAT WORKSvarious air
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UNDERSTANDING WHAT WORKScommercial?
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UNDERSTANDING WHAT WORKSadvertising
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UNDERSTANDING WHAT WORKS23. Exclusi
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UNDERSTANDING WHAT WORKS24. Simplic
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UNDERSTANDING WHAT WORKSThese two a
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UNDERSTANDING WHAT WORKS25. Human R
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UNDERSTANDING WHAT WORKS26. Storyte
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UNDERSTANDING WHAT WORKShow you dis
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UNDERSTANDING WHAT WORKSit too obvi
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UNDERSTANDING WHAT WORKShaven’t r
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UNDERSTANDING WHAT WORKSand spend s
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UNDERSTANDING WHAT WORKSdo you find
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UNDERSTANDING WHAT WORKSgone,” he
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UNDERSTANDING WHAT WORKScustomers w
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UNDERSTANDING WHAT WORKSThe consume
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UNDERSTANDING WHAT WORKSgot a power
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Rating Your Writing Level Chapter 2
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RATING YOUR WRITING LEVELNow add th
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UNDERSTANDING WHAT WORKS204Step 5:
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Section Three
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PROVING THE POINTS—AD EXAMPLESSta
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PROVING THE POINTS—AD EXAMPLESyou
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PROVING THE POINTS—AD EXAMPLES214
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PROVING THE POINTS—AD EXAMPLESver
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PROVING THE POINTS—AD EXAMPLESHis
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PROVING THE POINTS—AD EXAMPLESsta
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PROVING THE POINTS—AD EXAMPLESFro
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PROVING THE POINTS—AD EXAMPLESThe
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PROVING THE POINTS—AD EXAMPLESTo
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The More You Learn Chapter 26This i
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THE MORE YOU LEARNwould never happe
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A More Stimulating Way Chapter 27Ev
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Magic Baloney Chapter 28This JS&A m
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MAGIC BALONEYcold outside and the n
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Pet Plane Chapter 29At JS&A we had
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PET PLANEOur Aerostar was a Ted Smi
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PROVING THE POINTS—AD EXAMPLESis
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PROVING THE POINTS—AD EXAMPLESof
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PROVING THE POINTS—AD EXAMPLESCap
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PROVING THE POINTS—AD EXAMPLESQui
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PROVING THE POINTS—AD EXAMPLESinc
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Gold Space Chains Chapter 33T his w
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GOLD SPACE CHAINS“Actually Bob, s
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PROVING THE POINTS—AD EXAMPLESA M
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PROVING THE POINTS—AD EXAMPLESYou
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PROVING THE POINTS—AD EXAMPLESRea
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PROVING THE POINTS—AD EXAMPLESuni
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Section Four
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Writing for Different Media Chapter
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WRITING FOR DIFFERENT MEDIAyears wi
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WRITING FOR DIFFERENT MEDIAyou can
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WRITING FOR DIFFERENT MEDIAturn add
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WRITING FOR DIFFERENT MEDIAAt its p
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WRITING FOR DIFFERENT MEDIAA billbo
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WRITING FOR DIFFERENT MEDIAIannotti
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WRITING FOR DIFFERENT MEDIAThe seco
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WRITING FOR DIFFERENT MEDIAthis rul
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WRITING FOR DIFFERENT MEDIAphenomen
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WRITING FOR DIFFERENT MEDIAdeluxe v
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WRITING FOR DIFFERENT MEDIAplaying
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WRITING FOR DIFFERENT MEDIAgraphs t
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WRITING FOR DIFFERENT MEDIAvices, t
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WRITING FOR DIFFERENT MEDIAutes. Bu
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WRITING FOR DIFFERENT MEDIAtion day
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WRITING FOR DIFFERENT MEDIAgame. Th
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WRITING FOR DIFFERENT MEDIAabout th
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EPILOGUE: SOME FINAL THOUGHTS314com
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Assumed Constraints, Continued Appe
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Seeds of Curiosity, Continued Appen
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Summary of Axioms and Major Points
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SUMMARY OF AXIOMS AND MAJOR POINTST
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Recommended ReadingAppendix DReadin
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Your Guide to Relevant Topics Index
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INDEXCures:fear and, 195preventives
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INDEXHuman element:relating product
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INDEXObligation, creating sense of,
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INDEXSnowmobiles, exclusivity and,1
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About the AuthorJoseph Sugarman is
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