Joseph Sugarman - Advertising Secrets.pdf

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Joseph Sugarman
D#
The Ultimate
Resource on
How to WritePowerful
AdvertisingCopy
From OneofAmerica's
TopCopywriters and
Mail Order
Entrepreneurs
220955338.002.png
O 1998,Joseph Sugarman
All Rights Reserved: Without limiting the rights under the copyright reservedabove, no
part of this publication may be reproduced,stored in or introduceclinto a retrieval system,or
transmitted,in any form or by any means(electronic, mechanical,photocopying,recording, or
otherwise),without the prior written permission of both the copyright owner and the publisher
of this book, except for the inclusion of brief quotations in a review. Most of the advertisements
in this book are copyrighted, and are reproducedfor educationalpurposesonly under "fair use"
provisions of U.S. copyright law. The advertisements havebeenselected,at the discretion of the
author,as they representprinciples discussedin the text of this book.
Trademarks: The words BluBlocker, SunBlocker, The Pill and JS&A are registered trademarks.
There are many trademarks in this book for which the author and publisherbelieveproperty
rights may exist and thesehavebeendesignated as suchby the useof Initial Capitai Leiters.
However, in so designatingor failing to designate such words, neither the authoi nor the
publisher intendsto expressany judgment on the validity or legal statusof any proprietary right
that may be claimed in the words. The name DelStar Books and its logo, a star with an eagle
profile within the star, are trademarksof DelStar Books, a subsidiaryof Delstar publishing.
Publisher's Note: This publication is designedto provide accurateand authoritativeinformation
in regardto the subject matter covered.It is sold with the understandingthat the publisher
or author is not engaged in renderinglegal, accounting, or other suchprofessionalservices. If
expert assistance
Printed in the United Statesof America
Publisher's Cataloging-in-PublicationData
(Provided by Quality Books,Inc.)
Sugarman,Joseph
Advertising secrets of the written word : the ultimate resource
on how to write powerful advertisingcopy from one of America,s
top copywriters and mail order entrepreneurs
/ JosephSugarman._
l sted.
p. cm.
Includesbibliographical referencesand index.
ISBN: l-891686-00-3 CL
ISBN: l-891686-01-1 PB
l. Direct marketing. 2. Advertisingcopy-Handbooks,
manuals,etc.3. Advertising. direct-mail.I. Title.
HF586l.S841998
659.13'3
QBr97-41618
Attention: Schools,Ad Agencies and Corporations. Delstar books are availableat quantity
discountswith bulk purchases for educationalor business use.For more information. nlease
contact DelStar Books at the addressbelow.
0605040302010099 98 1098 7 6 5 43 2 |
Coverdesign:Ron Hughes
Cartoonist:Dick Haf'er
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DelStarBooks
3350PalmsCenterDrive
LasVegas,NV 89103
Phone: (702) 798-9000
Fax: (702) 591-2002
-l
in such flelds is required,the services of an appropriateprofessionalperson
shouldbe sought.
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To Wendy,April and Jill
with love and affiction
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Tlru truly creative mind in any field is no more than . . .
a cruelly delicate organism with the overpowering
necessity to create, create, create-so that without the
creating of music or poetry or books or buildings or
something of meaning, his very breath is cut offfrom
him. He must create, must pour out creation. By some
strange, unknown, inward urgency he is not really alive
unless he is creating.
-Pearl
Buck
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Gontent Advertising Secretsof the Written Word
Foreword
x11l
Acknowledgments
XV11
Introduction
Section One: Understanding the Process
Preview
l. GeneralKnowledse
11
2. Specific Knowledge
15
3. Practice,Practice, Practice
23
4. The Purposeof All the GraphicElementsof anAd
2l
5. The First Sentence
3I
6. Creatingthe Perfect Buying Environment
35
l. Resonatins with the Reader
39
8. The Slippery Slide
45
9. AssumedConstraints
55
10. Seedsof Curiosity
59
I 1. CopyasEmotion
65
12. Sellingthe Concept, Not the Product
ll
13. TheIncubationProcess
7l
14. How Much Copy ShouldYou Write?
BI
I5. TheArt of Personal Communication
87
16. TheCopySequence
93
17. The Editing Process
r01
SectionTwo: Understanding What Works
Preview
l1r
18. PowerfulCopy ElementsExplained
113
Typufare
113
First Sentence
1t4
Second Sentence
tt4
Paragraph Headings
114
Product Explanation
115
lx
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