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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
£17.20£20.00 (-14%)
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.
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Additional information
| Publisher | 1st edition (17 Nov. 2006), Wiley |
|---|---|
| Language | English |
| Paperback | 368 pages |
| ISBN-10 | 0470051248 |
| ISBN-13 | 978-0470051245 |
| Dimensions | 18.54 x 2.29 x 23.11 cm |
by The Truth
As a working copywriter I quite often buy and read books like this, and I’m always left with a feeling of… how shall I put it?: Meh.
I found this book to be a lot better than previous reads, though. It contains a lot of the same information, and OK, it’s a little outdated now perhaps but there were one of two interesting points in there that I certainly have brought into my own writing; which I have to say is a first from any book on writing I’ve read – at least for a long time anyway.
The book describes and demonstrates Sugarmans style of writing and the thinking behind it very well – and even though the style of copywriting he uses isn’t applicable in every situation, there are still principles that you could use in any piece you pen.
If you’re buying a book on how to write copy as a novice I’d say this is a very good place to start – if you already know your stuff, you’ll probably find more tools to add to your kit in here than in other books of a similar ilk.
by Jordan
Booked arrived with marks on it and scuffs at the corners of pages, despite ordering a “brand new” copy. Readable, but a present for someone else so not thrilled with the condition.
by Ashley
I’m brand new to copywriting so I took an online copywriting course to start getting the basics down. After reading this book, it now looks like my online course was pretty much influenced by this book (it’s ok I got the course on a very cheap sale
I can only speak as someone very new to copywriting but I’ve found this book to be very educational, very informative and very helpful. If you Google Joe Sugarman you will know he is regarded as one of the best copywriters out there and for me this book definitely reinforces that point. It’s written in a very down to earth manner and some of his tips were actually very funny! Overall I learned a lot, I enjoyed the read and I thought that Mr Sugarman comes over as a pretty decent guy. This e book was expensive but to be honest I think it’s worth it. It’s one book I will be returning to a lot. P.S. this review was written quickly so I’ve not really proof read it LOL!
by Ian Murdoch
Joe Sugarman is one of the copywriting greats and it shows in this gem.
If you need to know how to write great advertising for your own business or as part of your job then this could be the place to start. Joe takes you through the world of advertising copy and holds your hand every step of the way.
The book is split into 3 main sections (with a small fourth towards the back). The first section takes you through the process of how to write great advertising copy. The second section explains the mechanics of how to put the words together to create superb sales letters.
The third section gives some great examples of the craft, and discusses what it is about them that works.
If you had to hire Joe Sugarman to write your copy then it would cost you infinitely more than this book. So, do the next best thing, and buy the book!
by Paul Simister
Some copywriters work for clients and charge a fixed fee. Others charge a fee and ask for a percentage of the revenue generated on top so they gain financially if the item sells well. Neither of these groups of writers lose out if the copy flops all together.
Some copywriters, like Joe Sugarman, made their reputations by going out and finding interesting products to sell, writing their own copy and buying advertising space. These copywriters had the opportunity to win big but also to lose. The lessons they learn can be brutal but they strike home quickly.
This is a great book. It is based around an expensive course ($2,000 in 1977) that Sugarman gave to the people who wanted to understand how he did what he did to make a fortune and develop a cult following for JS&A space age products. Once he even sold an aeroplane from a magazine advertisement when he decided to flog off the third corporate jet that he used least often.
At its core is copywriting for display advertisements in newspapers, magazines and catalogues. A headline, sub-heading, photograph, copy and the JS&A symbol people learnt to look for. Towards the end of the book, he explains how the ideas can be transferred to other types of marketing including the Internet.
It’s strange to think of a business book as charming but this one is packed with Sugarman’s panache. The book is based around his 15 axioms, 3 emotion principles, 10 graphic elements, 23 copy elements and 31 psychological triggers. 30 of those triggers are covered well here but are explored more extensively in
Triggers: 30 Sales Tools You Can Use to Control the Mind of Your Prospect to Motivate, Influence, and Persuade.
These factors are all neatly summarised at the back of the book when you want a quick reminder.
What makes this book even better is that Sugarman picks some advertisements written by other people and analyses them with you, explaining exactly what the copywriter is doing and why. He also includes the full text of some of his own advertisements including that plane he sold.
I read a lot of business books but this is one of the few that I have as a physical book and as a Kindle book. That way, I can carry it around with me. It really is that good. Note to self, re-read the best of the best more often.
Paul Simister, a business coach who helps business owners who are stuck with disappointing marketing, to get unstuck.
by Sugar-man
Sugarman is my nick name in my former work that resembles my real name as Zach (Zach is the greek name of sugar btw ).It is a nice coexistence to see this as surname. So my co surnamed author has writen a book of behalf the Adweek brand.
Enough about our names and now back on the book. The book is quite huge in length and design , about 350 pages of standard wide book size . The language is very easy and quite entertaining suitable to first grade schoolers as.his copies . A small cartoon follows the firstpage of each chapter and the ideas that follow since every chapter unfolds are quite simpe and easy to follow .
His ideas and tips are quite inspiring. Reading it made me think once again about my zero sales book .
17 process axioms are analyzed , 31 behavioral triggers & methodology . Several case studies including two unnsuccesful are also shown and analyzed and on the end there is a chapter on how to copy write for other media
4/5 read in 3 nights (5 for perfect )