The Adweek Copywriting Handbook

The Adweek Copywriting Handbook covers every aspect of the copywriting process in simple and easy to understand steps for young advertising professionals and old pros alike. Starting at the very beginning of the process, the book shows copywriters how to get prepared to write on a product before moving on to the act of writing itself.

Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.

Foreword: The Sugarman Legacy Ray Schultz xv
Acknowledgments xix
Introduction: The Origin of This Book 1
Section One: Understanding the Process
Preview 9
1. General Knowledge 11
2. Specific Knowledge 15
3. Practice, Practice, Practice 23
4. The Purpose of All the Graphic Elements of an Ad 27
5. The First Sentence 31
6. Creating the Perfect Buying Environment 35
7. Resonating with the Reader 39
8. The Slippery Slide 45
9. Assumed Constraints 55
10. Seeds of Curiosity 59
11. Copy as Emotion 65
12. Selling the Concept, Not the Product 71
13. The Incubation Process 77
14. How Much Copy Should You Write? 81
15. The Art of Personal Communication 87
16. The Copy Sequence 93
17. The Editing Process 101
Section Two: Understanding What Works
Preview 111
18. Powerful Copy Elements Explained 113
19. The Psychological Triggers 131
20. Selling a Cure, Not Prevention 193
21. Rating Your Writing Level 199
22. Seven Steps to Writing Great Copy 203
Section Three: Proving the Points-Ad Examples
Preview 209
23. The Lazy Man's Way to Riches 211
24. A Fluke of Nature 219
25. Lingerie for Men 227
26. The More You Learn 233
27. A More Stimulating Way 237
28. Magic Baloney 239
29. Pet Plane 243
30. Mail Order Mansion 247
31. Hungarian Conspiracy 251
32. Vision Breakthrough 255
33. Gold Space Chains 259
34. Consumers Hero 263
35. Nautilus Spelling Sale 267
A Note: The Power of Your Pen 271
Section Four: Utilizing Your Copywriting Skills
Preview 275
36. Writing for Different Media 277
Epilogue Some Final Thoughts 313
Appendix A Assumed Constraints, Continued 317
Appendix B Seeds of Curiosity, Continued 319
Appendix C Summary of Axioms and Major Points 321
Appendix D Recommended Reading 325
Index 327
About the Author 337