|
| 內容簡介： |
《文案训练手册》内容简介：精彩的文案是广告业的核心和灵魂，无论是对印刷品、电视、广播，或者任何其他媒介而言。在这本《文案训练手册》中，传奇的文案作家、广告人约瑟夫，休格曼提供了经过验证的指导和专家意见，告诉我们如何写出诱惑消费者、鼓励消费者，并最终促使他们购买产品的文案。
休格曼带领读者饱览了整个文案的写作过程——从一开始准备研究产品和市场，到将创意落笔成文，再到最后将它们打磨成光彩熠熠的作品。他阐释了那些造就精彩文案的主要冈素，探索了促使消费者购买的情感诱因。休格曼给了你撰写同他一样高效的推销文案需要的所有技巧和工具，正是这些优秀作品给他带来了名声和财富。对任何想要进入广告业的人，或者是那些希望在自己的工作上有更好表现的广告从业者来说，这本书都是最佳的拍档。这本实际的、权威的指导书充满了为各种媒介而写的高质量文案的真实范例，它会告诉你为了写出精彩的文案，你需要知道的所有事情一一这样，你就能在残酷的广告世界里拔得头筹了。
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.
|
|
購物車/收銀台(0) | 在線留言板
| 付款方式
| 聯絡我們
| 運費計算
| 幫助中心 |
加入書簽
HOME
新書上架
