Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters
Joseph Sugarman
Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman, in the Adweek Copywriting Handbook, 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.
Review
The Adweek Copywriting Handbook is the Swiss Army knife of persuasive writing – a timeless guide I’ve dog-eared into oblivion (a previous edition). His principle that “copy is a direct conversation with one person” transformed how we craft content, replacing corporate-speak with gripping narratives.
Sugarman’s “psychological triggers” (curiosity gaps, pattern interrupts) became our editorial cheat sheet. When we applied his ” slippery slide” technique to a fintech client’s landing page, where each sentence compels reading the next, conversions jumped 34%. His ” editing for rhythm” rules also elevated our team’s work; we now ruthlessly prune clauses that “make readers stumble.”
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