『英文書』The Adweek Copywriting Handbook： The Ultimate Guide To Writing Powerful Advertising And Marketing Copy From One Of America'S Top Copywriters 9780470
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.
關於作者：
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 JSA 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.
目錄：
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.
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