Product Description

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.

Product Details

• Amazon Sales Rank: #11783 in Books
• Published on: 2006-12-11
• Number of items: 1
• Binding: Paperback
• 360 pages

From the Back Cover
A fun and authoritative guide to writing masterful copy

Great copy is the heart and soul of the advertising business, whether it's for print, television, radio, or any other medium. In The Adweek Copywriting Handbook, legendary copywriter and ad man Joseph Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy.

Sugarman walks you step by step through the entire copywriting process—from getting prepared to researching products and markets to getting ideas down on paper and polishing them to a brilliant sheen. He explains the vital elements that make great copy and explores the emotional triggers that convince consumers to buy. Sugarman gives you all the tools and tactics you need to write the same kind of effective selling copy that has brought him fame and fortune.

For anyone who wants to break into the advertising business, or ad pros who just want to get better at what they do, this is the ultimate companion resource. Complete with real examples of high-quality copy for various media, this practical and authoritative guide will tell you everything you need to know to write great copy—and get ahead in the cutthroat world of advertising.

"Sugarman is a living legend and by-God genius at writing copy that sells. This book is his masterpiece. It reveals all of his hard-earned secrets. The writing is riveting and the wisdom is worth gold. This is the best book on copywriting in the entire history of marketing."
—Joe Vitale, author, There's a Customer Born Every Minute

"There are a lot of great copywriters, but Sugarman is the best. He knows how to build a story and close a sale."
—Richard Thalheimer, President, The Sharper Image

"[Sugarman has] a real talent for promotion and writing advertisements."
—Albert Gore, former Vice President of the United States

About the Author
Joseph Sugarman, author of the bestselling Success Forces, is known throughout the advertising world as a copywriting legend and role model. His ads have moved millions of customers to reach for their wallets, and his JS&A Catalog was once America's largest single direct mail catalog of space-age products. He has given copywriting seminars throughout the United States, Europe, Asia, and Australia.

Customer Reviews

Increase Your Income - Be a Success - Buy This Book
Pound for Pound, this is the one. Wanted to buy "Advertising Secrets for the Written Word", but it slipped away. At $14, Sugarman's Ad Week Handbook is a terrific summary and you won't beat it. You need it in your copywriter's library, even if you never read it. The dust on it will help you write better copy. If you do read it...and you will, your writing will improve, you'll cover the cost of the book, grow hair on your chest and make big bucks in your spare time, raising bullfrogs in your backyard. Not for the faint at heart.

Ran out of ink
I feel like I've written another book just from the notes I've taken from Sugarman's work.

If you are involved in the marketing industry where the pen is your tool, you are way behind if you don't have this book.

If I lost this book I would panic. I feel that this could've been one of those $60 marketing reference books you see on the bookshelfs.

Great Work

Sugarman is King of Copy
I went to the Wharton School of the University of Pennsylvania and I studied under the best. Joseph Sugarman's 338-page book will teach you much more about effective marketing than any class at Business School. Sugarman's book is a must read for anyone who wants to make money with his words.

Andrew Nissenbaum