The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America′s Top Copywriters Paperback – Illustrated, 17 November 2006
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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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Most helpful customer reviews on Amazon.com
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.
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 book focuses on obsolete, long-form direct-mail of low-end junk. There are also grammatical errors and a plethora of self-congratulatory references in the material that are turn-off. It feels more like a old-school sales job to boost the author's income so he can buy another private plane.
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.