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The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters |  | Author: Joseph Sugarman
Publisher: Wiley
Category: Book
List Price: $21.95
Buy New: $8.98
as of 9/5/2010 03:49 CDT details
You Save: $12.97 (59%)
New (41) Used (30) from $8.79
Seller: leaderinfront
Rating:  36 reviews
Sales Rank: 80502
Media: Paperback
Edition: 1
Pages: 360
Number Of Items: 1
Shipping Weight (lbs): 1.1
Dimensions (in): 9.1 x 7.5 x 0.5
ISBN: 0470051248
Dewey Decimal Number: 659.1
EAN: 9780470051245
ASIN: 0470051248
Publication Date: December 11, 2006
Availability: Usually ships in 1-2 business days
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Product 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.
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| Customer Reviews:
Showing reviews 1-5 of 36
 Great and reliable service! February 16, 2010
Richard S.
0 out of 1 found this review helpful
Great book, great price! Received it in a timely manner. I am very satisfied with my purchase.
 Outdated and Impractical for Web Advertising February 6, 2010
Compay (New Orleans, LA)
5 out of 8 found this review helpful
There is something very important that you should know before you buy this book. If you are interested in writing copy for sales, especially website copy, you will not find this book helpful.
Author Joseph Sugarman was a marketing guru during the 70's and 80's, I think everyone familiar with the products he promoted can agree to that. The problem is that all of his case studies, personal anecdotes, and print ad examples in the book are literally three to four decades old. This book focuses almost entirely on writing copy for direct marketing, ads that are thousands of words in length that have generally been a thing of the past since the 80's. Sugarman dedicates less than 15 pages of a more than 300-page book to a general discussion of the impact that the internet has on sales, with no real techniques for writing web copy.
What I found extremely unusual was the egotistical nature of the author. Sugarman makes numerous boasts about his work, and often namedrops his seminar attendants when it's entirely unimportant to readers looking to improve their writing skills. The most bizarre inclusion in the book is a story of a hot blonde in a miniskirt who saunters into his office, supposedly to offer sex in exchange for his copywriting help after her direct-mail campaign failed. Even if one could actually bring themselves to believe such a far-fetched yarn, it had no reason being in this book.
I write this review with the advance understanding that his seminar attendants will vote that my review was not helpful. I had hoped to learn a great deal from this book, it's unfortunate that it fell far below my expectations.
Definately one of my favorites May 29, 2009
Mark Deaton (Twin Falls ID. United States)
0 out of 2 found this review helpful
As I began to read this book, I realized something very significant.. I already had the book on my shelf collecting dust. This read however grabbed me like no copywriting book has in a very long time. I was never a joe Sugarman fan, but I must admit I have been converted. If you buy this book and you don't like it, you are either already a genius copywriter that couldn't learn anything OR you are so new that the content is to advanced to absord. I believe the first time I tried to read it I was one of the ladder of the two. I read it twice the second time I bought it and it really changed how I write. Definately one of thebest books on writing a solid sales piece.
 Not for today's copywriting world May 26, 2009
Kirk McElhearn (A village in the French Alps)
2 out of 13 found this review helpful
First of all, Sugarman is not a good writer. His prose is clunky and, at times, non-grammatical. The way the book is written does not inspire confidence in Sugarman's advice.
Sugarman makes one serious mistake in this book: he assumes that it is ads that sell product. In some cases this is true, but in others, ads only get people to consider a product. His first example - the "Laser Beam Digital Watch" - shows this naivete. Sugarman thinks that his choice of name made a difference in the watch's sales; there might be a minor difference, but it is more likely that the watch sold itself. Sugarman is convinced that he is the god of advertising, and nothing will change that conviction; this leads to a book that suggests that products don't count, only ad copy. Anyone who writes copy for a living knows that this is not the case - well, other than for, say, bottled water. Products sell, and ad copy helps nudge consumers to first learn about, then consider, and, finally, decide which product they are going to buy.
This book focuses too much on "direct marketing" ads: those ads with 2,000 words of text, testimonials, repeated sales arguments, and a couple of pictures. Ads with little graphic content, which mostly depend on words. Not only do few copywriters work with this type of ad, but they are something that dates back to the 1970s. (It's sad to see that many of the examples in this book are so old and out-of-date for today's copywriters.)
After I got to around page 35, I flipped through the rest of the book, and, seeing nothing more than 2,000-word ads from the 70s, I gave up and returned it. It's fair to say that the description of this book is deceptive, but I guess it just shows that copywriting can work.
There a better books on copywriting out there April 20, 2009
S. Charan (Trinidad and Tobago)
1 out of 5 found this review helpful
I was very disappointed in this book as I was expecting more from it. Though it has good information in it, it is a very primary book on copywriting, plus the author spends a little too much time talking about himself. Robert Bly's Copywriter's Handbook is a much much better buy
Showing reviews 1-5 of 36
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