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The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters Illustrated Edition

by Joseph Sugarman (Author)
4.7 4.7 out of 5 stars 1,078 ratings
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Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman 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.
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Previous page
  1. ISBN-10
    0470051248
  2. ISBN-13
    978-0470051245
  3. Edition
    Illustrated
  4. Publisher
    Wiley
  5. Publication date
    November 17, 2006
  6. Language
    English
  7. Dimensions
    7.38 x 0.83 x 9.25 inches
  8. Print length
    368 pages
  9. See all details
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Editorial Reviews

From the Inside Flap

A fun and authoritative guide to writing masterful copy

Great copy is the heart and soul of the advertising business, whether it's for print, television, radio, or any other medium. In The Adweek Copywriting Handbook, legendary copywriter and ad man Joseph Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy.

Sugarman walks you step by step through the entire copywriting process—from getting prepared to researching products and markets to getting ideas down on paper and polishing them to a brilliant sheen. He explains the vital elements that make great copy and explores the emotional triggers that convince consumers to buy. Sugarman gives you all the tools and tactics you need to write the same kind of effective selling copy that has brought him fame and fortune.

For anyone who wants to break into the advertising business, or ad pros who just want to get better at what they do, this is the ultimate companion resource. Complete with real examples of high-quality copy for various media, this practical and authoritative guide will tell you everything you need to know to write great copy—and get ahead in the cutthroat world of advertising.

"Sugarman is a living legend and by-God genius at writing copy that sells. This book is his masterpiece. It reveals all of his hard-earned secrets. The writing is riveting and the wisdom is worth gold. This is the best book on copywriting in the entire history of marketing."
—Joe Vitale, author, There's a Customer Born Every Minute

"There are a lot of great copywriters, but Sugarman is the best. He knows how to build a story and close a sale."
—Richard Thalheimer, President, The Sharper Image

"[Sugarman has] a real talent for promotion and writing advertisements."
—Albert Gore, former Vice President of the United States

From the Back Cover

A fun and authoritative guide to writing masterful copy

Great copy is the heart and soul of the advertising business, whether it's for print, television, radio, or any other medium. In The Adweek Copywriting Handbook, legendary copywriter and ad man Joseph Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy.

Sugarman walks you step by step through the entire copywriting process—from getting prepared to researching products and markets to getting ideas down on paper and polishing them to a brilliant sheen. He explains the vital elements that make great copy and explores the emotional triggers that convince consumers to buy. Sugarman gives you all the tools and tactics you need to write the same kind of effective selling copy that has brought him fame and fortune.

For anyone who wants to break into the advertising business, or ad pros who just want to get better at what they do, this is the ultimate companion resource. Complete with real examples of high-quality copy for various media, this practical and authoritative guide will tell you everything you need to know to write great copy—and get ahead in the cutthroat world of advertising.

"Sugarman is a living legend and by-God genius at writing copy that sells. This book is his masterpiece. It reveals all of his hard-earned secrets. The writing is riveting and the wisdom is worth gold. This is the best book on copywriting in the entire history of marketing."
—Joe Vitale, author, There's a Customer Born Every Minute

"There are a lot of great copywriters, but Sugarman is the best. He knows how to build a story and close a sale."
—Richard Thalheimer, President, The Sharper Image

"[Sugarman has] a real talent for promotion and writing advertisements."
—Albert Gore, former Vice President of the United States

Product details

  • Publisher ‏ : ‎ Wiley; Illustrated edition (November 17, 2006)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 368 pages
  • ISBN-10 ‏ : ‎ 0470051248
  • ISBN-13 ‏ : ‎ 978-0470051245
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 7.38 x 0.83 x 9.25 inches
  • Customer Reviews:
    4.7 4.7 out of 5 stars 1,078 ratings

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Joseph Sugarman

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Customer reviews

4.7 out of 5 stars
4.7 out of 5
1,078 global ratings

Top reviews from the United States

Dr. Steven G. Brownlow
5.0 out of 5 stars Instructive and easy to read
Reviewed in the United States on February 4, 2024
Verified Purchase
Sugarman's system is easy to understand and devoid of jargon. Just reading his commentary, stories, and the numerous example ads in the book helps create the base from which to write compelling copy.
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juanita
5.0 out of 5 stars Great read
Reviewed in the United States on February 19, 2024
Verified Purchase
Very well written with lots of good nuggets
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C. R. Lewis
5.0 out of 5 stars Extremely Powerful!!!
Reviewed in the United States on January 24, 2008
Verified Purchase
This book is Truly Amazing. I'm not a copywriter. Never intend to be one. I'm in the speaking/training business, and I needed some material that would teach me how to write successful copy. Since I have to do my own marketing, I needed something that would help me right away. Plus, I didn't want to lose any more money buying books to teach me about copy writing that simply DID NOT WORK. I have bought a couple that were a total loss of my money. I won't mention the names of the books because I don't want to offend anyone. But I will say this about this book (and by the way, this is my FIRST review for any book I've bought), if you're looking for a method that is VERY EASY TO UNDERSTAND, FOLLOWS A LOGICAL PROCESS THAT WORKS, and is GUARANTEED TO GET YOU RESULTS, then you owe it to yourself to BUY THIS BOOK.

I just wish I knew about this book BEFORE I wasted my money on the other books I bought. Joseph's methods are so POWERFUL, I even use them when I'm speaking. I keep my audiences SPELLBOUND. They hang to EVERY WORD I say. Now, just imagine... if people give me their attention to a 45-60 minute speech, can you see what it will do for your copy? People respond the way I want them to respond as a result of the methods I'm using from Joseph Sugarman.

I'm VERY GRATEFUL I bought this book. You'll be GRATEFUL too. Buy it!
21 people found this helpful
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Jeremy Menefee
5.0 out of 5 stars Not many books get me excited
Reviewed in the United States on May 20, 2016
Verified Purchase
It isn't very often that a non-fiction book excites me. Each month I read at least one book on the profession of writing or related topics, and they're all useful - even the bad ones. But every once in a while I read a book that gets my adrenaline going and my mind racing. A book that provides me with that "Ah ha!" moment. One that changes the way I think about a subject dramatically, and for the better.

For example, Peter Bowman's "Well Fed Writer" book took my ability to understand freelance writing and what people need to a whole new level. It immediately led to my Permaculture Magazine article, which in turn taught me that I don't really want to write magazine articles for a living, along with a lot of other useful ideas. Kelly Enger's book "Writer for Hire: 101 Secrets for Freelance Success" was another such book, and led to some great contracts and a reputation that gets better with each new client.

Sales, however, has always been my weak point. I couldn't sell pocket warmers to Eskimos. I've had to rely on my portfolio and testimonials to secure clients, as well as a solid web presence that no one much reads, but which validates me to prospective clients. But selling myself? I've never been able to do it well. However, I recently stumbled across a book that had a profound effect on me. In the first five chapters, something just gelled in my mind. I was suddenly flooded with ideas, and excited about possibilities, the way only a handful of books have done before.

THIS is that book. At almost $13 for the Kindle edition, you can bet I did a lot of reading up on it before I bought it. I had it in my Wish List for a few months, and would look at it on Amazon every week or so, debating it. I bought it a while back when I was a bit flush, but I didn't read it right away. I was in-progress on two other professional books and a fiction trilogy, so it took a while to get to it.

And when I did finally get around to reading it, by the start of the 5th chapter I knew I should have read this thing a long time ago. What a difference it could have made when I attempted long-form sales sites! Or when I put my old freelancing web site together (now long dead).

If you have any need for direct response sales, even peripherally like I do, I can't say it enough: "Buy this book."
68 people found this helpful
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Faye L. Bowring
4.0 out of 5 stars Another valuable source of information
Reviewed in the United States on February 16, 2009
Verified Purchase
There were such great reviews about this book that while I was purchasing Words That Sell, Phrases That Sell, and Letting Go of the Words...I just couldn't resist The AdWeek Copywriting Handbook. Hey, can't have too many books on writing copy that sells.

When you buy this book, you are following in the footsteps of a legendary copywriter and ad man, Joseph Sugarman while he is teaching at seminars and creating his clients' ads. He provides insight into what he was trying to accomplish with a specific audience. Very informative, motivating and at the same time humorous. One couldn't go wrong studying Sugarman's methods.
5 people found this helpful
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Andrew Martin
5.0 out of 5 stars This Is All You Need
Reviewed in the United States on January 1, 2017
Verified Purchase
This is hands down the best book on sales. I have read a lot of others and this book covers everything. Sugarman starts off very slowly and teaches you his methods (which are brilliant btw) one by one. In the end of the book, he adds some of his own sales letters as well as others and reviews them WITH YOU.
This is great because it is easy to forget the things that you read, this review is needed and really helps you internalize what you've learned. The addition of those sales copies at the end also allows you to see what GOOD sales writing looks like. This makes it easy to learn all the principles in the book.
Also, the margins are very big in this book, so you can take a lot of notes.
If you're a beginner and want to learn sales, get this book.
If you are already in sales, this will be a great way to review.
4 people found this helpful
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user-MA4UT5
5.0 out of 5 stars Well structured book.
Reviewed in the United States on December 4, 2022
Verified Purchase
I enjoyed it, it is written with a perfect structure to understand the concept of direct response advertising. What I liked the most is his ability to deconstruct the components of an ad, also liked ads examples he mentioned by the end of the book.
One person found this helpful
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Mushegh Hakobyan
5.0 out of 5 stars Carefully packaged and delivered on time
Reviewed in the United States on August 3, 2023
Verified Purchase
Well and carefully packaged. The book was not damaged. I bought it with 3 other books and they were all good. Delivery was on time. Everything was good.
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Top reviews from other countries

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zlliwz
5.0 out of 5 stars Highly Recommended !
Reviewed in Canada on February 16, 2024
Verified Purchase
Excellent book by a man who has been in the trenched fighting for sales and won big. This is not a book by an author who has copied other author's material... A must read.... by a legend in sales
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Diego
5.0 out of 5 stars Best book ever in sales and advertising
Reviewed in Spain on March 6, 2024
Verified Purchase
If you want to learn how to write a sales letter or an add, you must read this book.
I am Spanish. I have a Spanish level of English. If I could understand every word Joe said here, imagine how easy can be for anyone in the world.
Other books about sales are interesting, some of them are very helpful. But this one is the special one.
When you have read it, maybe you'll remember that there was a Spanish boy who was right.
You're welcome.
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Kindle Customer
5.0 out of 5 stars Up and coming copywriters, you should buy this.
Reviewed in India on August 18, 2023
Verified Purchase
The ease of understanding the information on this book is quite noticeable. Even the structuring of the chapters and sections of this book is appealing. Out of the many copy writing and ad books ive bought, I personally like this best.
One person found this helpful
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Sélim NIEDERHOFFER
5.0 out of 5 stars Dans le Top 3 de mes inspirations pour le copywriting
Reviewed in France on March 9, 2023
Verified Purchase
En tant que formateur en copywriting, je recommande toujours le Handbook de Sugarman. Pour les anglophones, ce best-seller, certes un peu daté, contient les clefs du copywriting.
Il fait partie de ceux qui m'ont le plus inspiré pendant l'écriture du Guide du Copywriting, et il a marqué des générations de copywriters.
A lire les yeux fermés (enfin, ouverts. Vous me comprenez !)
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Sélim NIEDERHOFFER
5.0 out of 5 stars Dans le Top 3 de mes inspirations pour le copywriting
Reviewed in France on March 9, 2023
En tant que formateur en copywriting, je recommande toujours le Handbook de Sugarman. Pour les anglophones, ce best-seller, certes un peu daté, contient les clefs du copywriting.
Il fait partie de ceux qui m'ont le plus inspiré pendant l'écriture du Guide du Copywriting, et il a marqué des générations de copywriters.
A lire les yeux fermés (enfin, ouverts. Vous me comprenez !)
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5 people found this helpful
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Guapo
5.0 out of 5 stars Insanely good
Reviewed in Mexico on November 23, 2020
Verified Purchase
I love this book. Finished it in less than 3 days and has tons of valuable insights. If you are into copywriting this is a great book to read. 100% Recommended
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