Advertising secrets of the written word

Advertising secrets of the written word

Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America's Top Copywriters and Mail Order Entrepreneurs - Kindle edition by Sugarman, Joseph. Download it once and read Aug 10,  · Advertising secrets of the written word by Joseph Sugarman. Publication date Topics Advertising copy Publisher DelStar Collection inlibrary; printdisabled; internetarchivebooks; china Digitizing sponsor Internet Archive Contributor Internet Archive Language English. Access-restricted-item true Addeddate Boxid IA Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America's Top Copywriters and Mail Order Entrepreneurs: blogger.com: Sugarman, Joseph: Books. 4 Used from £ See All

Advertising Secrets of the Written Word

The Ultimate on Resource How to Write Powerful Advertising Copy From Oneof America's TopCopywritersand Mail Order Entrepreneurs. O ,JosephSugarman 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 otherwisewithout 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. copyright law, advertising secrets of the written word. The advertisements have been selected,at the discretion of the author, as they representprinciples discussedin the text of this book. There are many trademarksin this book for which the author and publisher believe property rights may exist and thesehave been designatedas such by the use of Initial Capitai Leiters.

However, in so designatingor failing to designatesuch words, neither the authoi nor the publisher intends to 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 subsidiary of Delstar publishing.

Publisher's Note: This publication is designedto provide accurateand authoritative information in regard to the subject matter covered, advertising secrets of the written word. It is sold with the understandingthat the publisher or author is not engagedin rendering legal, accounting,or other such professionalservices.

If expert assistance such flelds is required, the servicesof an appropriateprofessionalperson in should be sought. Printed in the United Statesof America Publisher'sCataloging-in-Publication Data Provided by Quality Books, Inc.

Sugarman, Joseph Advertising secretsof the written word : the ultimate resource on how to write powerful advertising copy from one of America,s top copywriters and mail order entrepreneurs JosephSugarman.

Includes bibliographical referencesand index. Direct marketing. Advertisingcopy-Handbooks, manuals,etc. S84 Delstar books are available at quantity discounts with bulk purchasesfor educationalor businessuse.

For more information. nlease contact DelStar Books at the addressbelow. Tlru truly creative mind in any field is no more than. a cruelly delicate organism with the overpowering necessity to create, advertising secrets of the written word, 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, advertising secrets of the written word, unknown, inward urgency he is not really alive unless he is creating. Advertising Secretsof the Written Word Gontents Foreword Acknowledgments x11l XV Introduction Section One: Understanding the Process Preview l. GeneralKnowledse 2. Specific Knowledge 3. Practice,Practice,Practice 4. The Purposeof All the Graphic Elementsof an Ad 5. The First Sentence 6. Creating the Perfect Buying Environment l.

Resonatinswith the Reader 8. The Slippery Slide 9. AssumedConstraints Seeds Curiosity of I 1. Copy as Emotion Selling the Concept,Not the Product The IncubationProcess How Much Copy ShouldYou Write? The Art of PersonalCommunication The Copy Sequence The Editing Process Section Two: Understanding What Works Preview Powerful Copy ElementsExplained Typufare First Sentence Second Sentence Paragraph Headings Product Explanation.

Gender Clarity Clichds Rhythm Service Physical Facts Trial Period Price Comparison Testimonials Price. OfferSummary Avoid Saying Tbo Much Ease of Ordering Ask for the Order The Psychological Triggers Feeling of Involvementor Ownership HonesQ. Integrity Credibility Valueand Proof of Value Justify the Purchase Greed EstablishAuthority Sati sfaction Conviction Nature of Product Current Fads Timing.

Desire to Advertising secrets of the written word Desire to Collect Curiosity Senseof Urgency Instant Gratification Exclusivity, Rarity or Uniqueness Simplicity Human Relationships Guilt Specificity Familiarity Hope Getting the Mind to Work 2I. Selling a Cure, Not Prevention Telling a Story Rating Your Writing Level Section Three: Proving the Points-Ad Preview TheLazy Man's Way to Riches A Fluke of Nature Lingerie for Men The More You Learn A More Stimulating Way Magic Baloney Pet Plane Mail Order Mansion HungarianConspiracy Vision Breakthrough Gold SpaceChains Hero Consumers Nautilus Spelling Sale Examples.

By Ray Schultz, Editor, DIRECT Magazine Eu. ry trade has its role models. And for me, there is no better model for ad copywriters or magazine editors than Joe Sugarman. BandleaderArtie Shaw had a standardquestionfor musicians who wantedto join his band: "Who do you listen to? He was totally out of the box. He crackedme up with the sheerexuberance ofhis copy approach. And he did it all with a very specialtone. It's like Nelson Algren said about John Cheever-that he was the one writer you could identify "without turning the pages of The New Yorker back to seewho wrote it.

Therewere others. Louis Victor Eytinge, a convictedmurdererwho learnedhow to write in prison. Or Gene Schwartz,the art collector, who made his living writing stuff like "She Fled the Table When advertising secrets of the written word Doctor Said Cut Her Open.

But Joe surpassedthose guys in a few very important ways-the sheervolume of his writing, the trends that he set and my favorite-the personal catalog-one in which the copy and the product reflect the quirks of the owner.

And Joe has a lot of imitators who have personalrzed their catalogsusing Joe's catalog as their inspiration. How did Joe learn his trade? He claims he learned it from his failures and not from the mail order greatswho precededhim.

Greatslike David Margoles, who sold 4 million garlic crushersin the s. Then there was Max sackheim, co-founder of the Book-ofthe-Month Club and another great pitchman who lived by his wits. As Lester Wunderman rn reflected about Sackheim, "when he talked to clients, he promised a breakthrough-not as advertising secrets of the written word have now, minuscule improvement.

o'You don't understand," caples answered. You can't sell that. But you can sell the idea of social success and overcoming whateverdeficienciesyou have in order to becomepopular. And that's important, because he's one of the last of a breed. Advertising secrets of the written word for the good news. He's passedthe tradition down in Advertising Secretsof the Written Word,the best book ever done on the subject of mail order writing.

Besidesthe advice on selling, it stresses basic truths about writing, in languageanyone can understand. I've even given the manuscriptto my new reportersto read. I'm sadto report that sugarmandoesn't write as much copy as he used te-ns more catalogs and very few spaceads. He,s followed the money into infomercials and home shopping.

But it's a fine legacy. So here is it. As walter winchell said when he introduced Damon Runyon, "The next act is better. Muny peoplehavecontributedto my copywriting skills and to the creationof this book, and to all of them I am very grateful. Advertising secrets of the written word and our two and supportduring children,April and Jill, advertising secrets of the written word, for their understanding but the many seminarswe held-always behind the scenes, their my presence was very important and alwaysfelt.

MARKETING SECRETS - Business English Online Lessons

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Dec 12,  · He's passedthe tradition down in Advertising Secretsof the Written Word,the best book ever done on the subject of mail order writing. Besidesthe advice on selling, it stresses basic truths about writing, in languageanyone can understand.I've even given the Advertising Secrets of the Written Word takes you through his entire seminar process - from the techniques he uses to write copy to the psychological triggers that cause people to buy, plus plenty of ad examples that illustrate his points Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America's Top Copywriters and Mail Order Entrepreneurs: blogger.com: Sugarman, Joseph: Books. 4 Used from £ See All