- Capa comum: 338 páginas
- Editora: John Wiley & Sons; Edição: 1 (1 de dezembro de 2006)
- Idioma: Inglês
- ISBN-10: 0470051248
- ISBN-13: 978-0470051245
- Dimensões do produto: 18,2 x 2 x 22,8 cm
- Peso de envio: 599 g
- Avaliações dos clientes: 172 classificações de cliente
- Lista de mais vendidos da Amazon: Nº 163,630 em Livros (Conheça o Top 100 na categoria Livros)
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters (Inglês) Capa comum – 1 dezembro 2006
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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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Principais avaliações internacionais
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.
This book is truly amazing! I cannot recommend it enough. Joseph Sugarman touches on everything you need to know to write amazing copy. I was really mindblown by this book.
I will definitely reread it in the future.