The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
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Description
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. Read more
Publisher : Wiley
Publication date : December 11, 2006
Edition : 1st
Language : English
Print length : 368 pages
ISBN-10 : 0470051248
ISBN-13 : 45
Item Weight : 2.31 pounds
Dimensions : 7.3 x 0.75 x 9.1 inches
Best Sellers Rank: #16,885 in Books (See Top 100 in Books) #5 in Business Marketing #11 in Market Research Business (Books) #14 in Advertising (Books)
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Top Amazon Reviews
Format: Kindle
It isn't very often that a non-fiction book excites me. Each month I read at least one book on the profession of writing or related topics, and they're all useful - even the bad ones. But every once in a while I read a book that gets my adrenaline going and my mind racing. A book that provides me with that "Ah ha!" moment. One that changes the way I think about a subject dramatically, and for the better. For example, Peter Bowman's "Well Fed Writer" book took my ability to understand freelance writing and what people need to a whole new level. It immediately led to my Permaculture Magazine article, which in turn taught me that I don't really want to write magazine articles for a living, along with a lot of other useful ideas. Kelly Enger's book "Writer for Hire: 101 Secrets for Freelance Success" was another such book, and led to some great contracts and a reputation that gets better with each new client. Sales, however, has always been my weak point. I couldn't sell pocket warmers to Eskimos. I've had to rely on my portfolio and testimonials to secure clients, as well as a solid web presence that no one much reads, but which validates me to prospective clients. But selling myself? I've never been able to do it well. However, I recently stumbled across a book that had a profound effect on me. In the first five chapters, something just gelled in my mind. I was suddenly flooded with ideas, and excited about possibilities, the way only a handful of books have done before. THIS is that book. At almost $13 for the Kindle edition, you can bet I did a lot of reading up on it before I bought it. I had it in my Wish List for a few months, and would look at it on Amazon every week or so, debating it. I bought it a while back when I was a bit flush, but I didn't read it right away. I was in-progress on two other professional books and a fiction trilogy, so it took a while to get to it. And when I did finally get around to reading it, by the start of the 5th chapter I knew I should have read this thing a long time ago. What a difference it could have made when I attempted long-form sales sites! Or when I put my old freelancing web site together (now long dead). If you have any need for direct response sales, even peripherally like I do, I can't say it enough: "Buy this book."
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Reviewed in the United States on May 20, 2016 by Jeremy Menefee
Format: Paperback
If you are interested in learning copywriting, I would only say do one thing before reading this book; read it only AFTER you have read something else to get you started. Either Bowerman's "Well-fed Writer", Bly's "Secrets of a Freelance Writer" Slaunwhite's "Start and Run a Copywriting Business" or Meanwell's "The Wealthy Writer." Any one of these books will give you a solid foundation to build upon. THE ADWEEK COPYWRITING BOOK by Joe Sugarman is a "must read". I believe, however, you will gain more value from this incredible book if you use this as somewhat of a "second phase" of your copywriting education. That's not to say Sugarman's book is difficult to understand. It's not. There are just some other things you need to learn and understand first. This book is brilliantly laid out in a step-by-step, easy to follow format with wide margins for lots of notes. Sugarman takes you through the process of actually writing copy from beginning to end. The emphasis here is on print advertising, but the relation and application to any other form of copywriting is easily discernable. The brief final section of the book even covers writing for other types of media. Sugarman is a great teacher. This book pulls largely from the training seminar Sugarman taught for many years. Only you get the $2,000 seminar for the price of a book. What a deal!
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Reviewed in the United States on May 5, 2007 by Monty Rainey
Format: Paperback
Easy read some good ideas
Reviewed in the United States on May 22, 2026 by Tony Janowicz
Format: Paperback
This is hands down the best book on sales. I have read a lot of others and this book covers everything. Sugarman starts off very slowly and teaches you his methods (which are brilliant btw) one by one. In the end of the book, he adds some of his own sales letters as well as others and reviews them WITH YOU. This is great because it is easy to forget the things that you read, this review is needed and really helps you internalize what you've learned. The addition of those sales copies at the end also allows you to see what GOOD sales writing looks like. This makes it easy to learn all the principles in the book. Also, the margins are very big in this book, so you can take a lot of notes. If you're a beginner and want to learn sales, get this book. If you are already in sales, this will be a great way to review.
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Reviewed in the United States on January 1, 2017 by Andrew Martin
Format: Paperback
A true expert with the success to prove it. It's a great book to understand Sugarman's copywriting techniques. Sometimes it does sound like Sugarman's talking a wee bit too much about himself but most of those personal stories relate back to copywriting anyways. And it makes for a more interesting read as well. Overall it's a fantastic book.
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Reviewed in the United States on December 10, 2012 by joseph
Format: Paperback
This book is Truly Amazing. I'm not a copywriter. Never intend to be one. I'm in the speaking/training business, and I needed some material that would teach me how to write successful copy. Since I have to do my own marketing, I needed something that would help me right away. Plus, I didn't want to lose any more money buying books to teach me about copy writing that simply DID NOT WORK. I have bought a couple that were a total loss of my money. I won't mention the names of the books because I don't want to offend anyone. But I will say this about this book (and by the way, this is my FIRST review for any book I've bought), if you're looking for a method that is VERY EASY TO UNDERSTAND, FOLLOWS A LOGICAL PROCESS THAT WORKS, and is GUARANTEED TO GET YOU RESULTS, then you owe it to yourself to BUY THIS BOOK. I just wish I knew about this book BEFORE I wasted my money on the other books I bought. Joseph's methods are so POWERFUL, I even use them when I'm speaking. I keep my audiences SPELLBOUND. They hang to EVERY WORD I say. Now, just imagine... if people give me their attention to a 45-60 minute speech, can you see what it will do for your copy? People respond the way I want them to respond as a result of the methods I'm using from Joseph Sugarman. I'm VERY GRATEFUL I bought this book. You'll be GRATEFUL too. Buy it!
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Reviewed in the United States on January 24, 2008 by C. R. Lewis
Format: Paperback
I read this book in about 4 sittings. My highlighter was well used by the time I finished and I started almost immediately to write a two page ad that I wanted to get out to companies who I wanted to sell website services to. I showed the ad to three of my family members. They said they couldn't put the ad down - it was so interesting that it kept their attention to the last. This was high praise for me, but even more for the book. I sent my ad letter out to 10 local companies yesterday and am waiting to see how effective it is with potential customers!
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Reviewed in the United States on August 10, 2017 by M. J. Williquette
Format: Paperback
The author, Joe Sugarman, is a legend in field of ad copywriting and this book is his masterpiece. As a former marketing consultant and current Internet marketing manager, I can definitely say that if you write any type of marketing copy, this is one of the best resources you can buy. Joe provides a systematic method that he has perfected for generating raw ideas and taking them all the way to polished copy THAT SELLS. Joe also provides numerous examples of his methods in use. One minor caution - Joe Sugarman wrote mainly for print advertising. Writing copy for the web has some definite differences compared with writing for print. Even so, if you write any kind of marketing copy - for the web or print - don't hesitate to buy this book. You will write stronger, more persuasive copy after you've read this outstanding manual.
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Reviewed in the United States on September 21, 2012 by Mark Harmon