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The Adweek Copywriting Handbook


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Table of Contents

Foreword: The Sugarman Legacy (Ray Schultz). Acknowledgments. Introduction: The Origin of This Book. SECTION ONE: UNDERSTANDING THE PROCESS. Preview. 1. General Knowledge. 2. Specific Knowledge. 3. Practice, Practice, Practice. 4. The Purpose of All the Graphic Elements of an Ad. 5. The First Sentence. 6. Creating the Perfect Buying Environment. 7. Resonating with the Reader. 8. The Slippery Slide. 9. Assumed Constraints. 10. Seeds of Curiosity. 11. Copy as Emotion. 12. Selling the Concept, Not the Product. 13. The Incubation Process. 14. How Much Copy Should You Write? 15. The Art of Personal Communication. 16. The Copy Sequence. 17. the Editing Process. SECTION TWO: UNDERSTANDING WHAT WORKS. Preview. 18. Powerful Copy Elements Explained. 19. The Psychological Triggers. 20. Selling a Cure, Not Prevention. 21. Rating Your Writing Level. 22. Seven Steps to Writing Great Copy. SECTION THREE: PROVING THE POINTS-AD EXAMPLES. Preview. 23. The Lazy Man's Way to Riches. 24. A Fluke of Nature. 25. Lingerie for Men. 26. The More You Learn. 27. A More Stimulating Way. 28. Magic Baloney. 29. Pet Plane. 30. Mail Order Mansion. 31. Hungarian Conspiracy. 32. Vision Breakthrough. 33. Gold Space Chains. 34. Consumers Hero. 35. Nautilus Spelling Sale. A Note: The Power of Your Pen. SECTION FOUR: UTILIZING YOUR COPYWRITING SKILLS. Preview. 36. Writing for Different Media. Epilogue: Some Final Thoughts. Appendix A: Assumed Constraints, Continued. Appendix B: Seeds of Curiosity, Continued. Appendix C: Summary of Axioms and Major Points. Appendix D: Recommended Reading. Index. About the Author.

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.

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