Free PDF The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
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The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
Free PDF The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
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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
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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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Product details
Paperback: 360 pages
Publisher: Wiley; 1 edition (December 11, 2006)
Language: English
ISBN-10: 0470051248
ISBN-13: 978-0470051245
Product Dimensions:
7.5 x 1 x 9.1 inches
Shipping Weight: 1.3 pounds (View shipping rates and policies)
Average Customer Review:
4.5 out of 5 stars
124 customer reviews
Amazon Best Sellers Rank:
#24,058 in Books (See Top 100 in Books)
Packed full of unique insights, The Adweek Copywriting Handbook arms the reader with powerful techniques to lead the buyer step by step on a path to purchasing whatever you are selling. Being an author, I had the mistaken impression once my books were published the sheer brilliance of my writings would shine forth and everyone would just have to have a copy.Nothing could be further from the truth. I quickly learned I would have to become not only an author but an expert salesperson as well. The Adweek Copywriting Handbook was recommended to me by one of my Twitter followers. After reading and following the advice of Joe Sugarman I saw an immediate increase in sales. I am not a bestselling author, yet. But thanks to this book, I am working at it.
Make no mistake, this is a dense book, packed with information. You don’t want to read this book quickly or skim it. Take time. Read a chapter a day if you must. But read it. I admit, there were days I opened the book, looked at the percentage I’d read so far, and sighed. But about halfway through, the concepts started really coming together. By the time I reached the 70% mark, I didn’t want to put the book down.There’s a lot of vary valuable advice here, but it will take some time to get through it all. Take that time. You won’t regret it.
It isn't very often that a non-fiction book excites me. Each month I read at least one book on the profession of writing or related topics, and they're all useful - even the bad ones. But every once in a while I read a book that gets my adrenaline going and my mind racing. A book that provides me with that "Ah ha!" moment. One that changes the way I think about a subject dramatically, and for the better.For example, Peter Bowman's "Well Fed Writer" book took my ability to understand freelance writing and what people need to a whole new level. It immediately led to my Permaculture Magazine article, which in turn taught me that I don't really want to write magazine articles for a living, along with a lot of other useful ideas. Kelly Enger's book "Writer for Hire: 101 Secrets for Freelance Success" was another such book, and led to some great contracts and a reputation that gets better with each new client.Sales, however, has always been my weak point. I couldn't sell pocket warmers to Eskimos. I've had to rely on my portfolio and testimonials to secure clients, as well as a solid web presence that no one much reads, but which validates me to prospective clients. But selling myself? I've never been able to do it well. However, I recently stumbled across a book that had a profound effect on me. In the first five chapters, something just gelled in my mind. I was suddenly flooded with ideas, and excited about possibilities, the way only a handful of books have done before.THIS is that book. At almost $13 for the Kindle edition, you can bet I did a lot of reading up on it before I bought it. I had it in my Wish List for a few months, and would look at it on Amazon every week or so, debating it. I bought it a while back when I was a bit flush, but I didn't read it right away. I was in-progress on two other professional books and a fiction trilogy, so it took a while to get to it.And when I did finally get around to reading it, by the start of the 5th chapter I knew I should have read this thing a long time ago. What a difference it could have made when I attempted long-form sales sites! Or when I put my old freelancing web site together (now long dead).If you have any need for direct response sales, even peripherally like I do, I can't say it enough: "Buy this book."
This is going to sound like an ad, but it's not. I literally went from a $100 launch day in sales for my first book before to taking $5k in less than a week on book #2 in no small part to all the information in here. Its' dense. It'll take a lot of reading and rereading for it to soak in. But if you're creating ads for any sort of product, you need this.
I read this book in about 4 sittings. My highlighter was well used by the time I finished and I started almost immediately to write a two page ad that I wanted to get out to companies who I wanted to sell website services to. I showed the ad to three of my family members. They said they couldn't put the ad down - it was so interesting that it kept their attention to the last. This was high praise for me, but even more for the book.I sent my ad letter out to 10 local companies yesterday and am waiting to see how effective it is with potential customers!
I'm not an expert by any means, but I have read 3 other copywriting books from the best of all time, and taken one class.And if you're trying to learn how to write copy, buy this book RIGHT NOW. Or go "get" the PDF for free - I don't care.The point is, this is the best book on the subject, period.How can I say that, if I'm not an expert? Because IT'S THAT GOOD.If this book is the only place you learn about copy in your life, but you master all the principles, you will be an amazing copywriter.
This is a great book to have on the bookshelf if you're a writer. Although this focuses on copywriting, the structure and patterns of writing discussed here are valuable for any writer in any industry. In this book you'll learn the process of writing and you'll have a way to rate your writing.
Ironically, the style of copy taught here that worked in print ads is even more powerful on the web today. Even as a successful copywriter myself, I found powerful ideas in this book I'll be using on copy for myself and clients later this week.Chief among them:- his take On Selling the concept above all else- creating the right selling environment for your offering
This is one of the best business books I've read. The author is experienced in his field (copywriting) and a good teacher. He clearly - and in an entertaining fashion - breaks down the components of a successful ad, regardless of the media. I learned a tremendous amount and improved my writing style. I highly recommend this book.
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