J
Joseph Sugarman
Joseph Sugarman is the author of The Adweek Copywriting Handbook, a go-to guide for anyone interested in persuasive writing. His work focuses on the practical craft of creating effective advertising copy.
Advertising secrets of the written word
Advertising secrets of the written word
- Pages
- 312
- Published
- 1998
- Language
- English
Synopsis
Explains how to write advertising copy for a mail order advertisement. The opening section covers the principles of copywriting including the graphic elements of an ad, the first sentence, and creating the perfect buying environment. Section two explains copy elements such as typeface, paragraph headings, and anticipating buyer objections, and psychological triggers such as honesty, credibility, value, and the desire to belong.
