Joseph Sugarman - The Adweek Copywriting Handbook

Contents

Praise for Joseph Sugarmans Previous Books

You have a real talent for promotion and writing advertisements.

Albert Gore, Former Vice President United States of America

There are a lot of great copywriters, but Joe Sugarman is the best. He knows how to build a story and close the sale. Anyone who wants to sell better will enjoy Advertising Secrets of the Written Word.

Richard Thalheimer, Founder The Sharper Image

I have been a fan of Joseph Sugarmans copywriting and marketing ideas for years and have benefited greatly by imitating his long-copy ads. Now he is letting us all in on his secrets in a book that should cost $2,000 because it contains so much detailed information. Thank you, Joe. I really liked the book!

Jack Canfield, Co-Author Chicken Soup for the Soul

Every trade has its role models. And for me, there is no better model for ad copywriters or magazine editors than Joe Sugarman.

Ray Schultz, Editor DIRECT Magazine

Joseph Sugarman is brimming over with creative ideas. That isnt so unusual; many of us are. But Joes ideas rocket into our marketing consciousness like shooting stars with one triumphant difference: His ideas invariably work. They motivate. They sell. So this isnt a book for theoreticians. Its aimed like an exquisitely polished arrow into the heart of writing to sell. New to marketing? Read this book. Been in the business for 30 years? Read this book.

Herschell Gordon Lewis, Chairman Communicomp

Copyright 2007 by Joseph Sugarman. All rights reserved

Published by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com . Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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ISBN-13: 978-0-470-05124-5

ISBN-10: 0-470-05124-8

To Mary Stanke, whose support through three-and-a-half decades has been instrumental to my success.

From Seminar Participants Who Learned What You Are About to Learn

I enjoyed the seminar, and I learned a lot. I am more determined than ever to start and succeed at running a mail order business.

Lee R. Herrington III, President Herringtons Catalog

Your seminar has really opened my eyes to a realization of what makes effective mail order advertising. I am sure that attending the seminar will pay dividends many times over in the years ahead.

J. M. Robinson Atlantic Richfield Company

I told you Id summarize the 6 or 8 major things, new to me, that I got from the seminar. Going over the notes I find its 36 major things Ill be doing differently.

Gordon T. Beaham III, President Faultless Starch/Bon Ami Company

Not only did you teach me some fundamental new concepts in space advertising, but you planted some seeds that may well change our marketing program and perhaps even our way of doing business.

Frederick J. Simon, President Omaha Steaks International

I would recommend your seminars to novices to gain the degree of confidence necessary to write super ads almost instantaneously. Old-timers will also benefit because what theyll learn is that you can help them make their ordinary ads super successful. Although Ive been in mail order for more than 15 years I soon found, as a result of your 5-day seminar, that there was more I didnt know than I did know.

Ed Axel Energy Group of America, Inc.

You did two things right. First, you charged $2,000. This clever device guaranteed the quality of the participants and assured you of their rapt and undivided attention. Second, you gave them their moneys worth. I did only one thing right. I came.

Joe Karbo Huntington Beach, California

The depth of knowledge and the skill with which you organized and presented it was far above what I anticipated when I signed up for the seminar. But the real payoff was what the course covered that was not in the outline. I feel that the content relating to the philosophy of achieving success in life and the numerous examples you provided to prove this philosophy will have the greatest payoff for us in the long run.

Ed Scofield Garden Way Associates

When youre a farmer you always worry about the crop. Its growing too slowyou worry. Its growing too fastyou really worry. I find it to be about the same when a farmer gets into space advertising. The orders are coming in so good from our space ads, Im beginning to worry. A high-class worry, Ill admit.

Frank Schultz Alamo, Texas

I most enjoyed your openness in revealing, in depth, how you run your company. Few businessmen have the confidence to give away their secrets as you did!

C. L. Schaldenbrand Word Processing Exchange

At times the seminar combined high drama, made for TV movie serialization, and mail order technique in an unbeatable blend of education and excitement. It was the best class I have taken since Harvard Business School.

John E. Groman Epsilon Data Management

On my way back, on Friday night I stayed at the Sheraton Centre Hotel in New York. My two bags with my clothes were stolen in the lobby of the hotel. I dont care about the clothes, but I cant tell you how much I regret the loss of the seminar material, which is of inestimable value for me, and which was also in the bags.

Herman Van Hove Brussels, Belgium

It has given me a fresh perspective and the insight I had sought when I first decided to attend your seminar. I now have a much clearer picture of why our successful promotions succeeded and our failures failed.

Richard J. Guilfoyle Limited Editions Collectors Society

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