The Adweek Copywriting Handbook covers every aspect of the copywriting process in simple and easy-to-understand steps for young advertising professionals and old pros alike. Starting at the very beginning of the process, the book shows copywriters how to get prepared to write on a product before moving on to the act of writing itself. Readers will learn how to use various elements like type style, sentence length, and comprehension to best effect, as well as employ the psychological triggers that influence and persuade people to buy. Other topics covered include press releases, brochure copy, and copywriting for the Internet. Almost every tactic and technique is covered, and light-hearted illustrations help entertain and educate readers.
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 JS&A 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.