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
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
-J
7._
-Ilfn
I IET\\TAD-
r.-/Lrr\)ll ll\
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.
To Wendy,April and Jill
with love and affiction
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
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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