About the book
Built on the $3,000 seminars Joseph Sugarman taught, the book sets out his method for writing mail order advertising copy. The first section deals with principles: the graphic parts of an ad, the opening sentence, and putting the reader in a frame of mind to buy. The second turns to the elements of copy, such as typeface and paragraph headings, to answering objections before they arise, and to psychological triggers including honesty, credibility, value and the wish to belong. Sugarman backs his points with many sample ads and with case histories of successes and failures, both his own and other people's. He received the Maxwell Sackheim Award for his career in direct marketing.
Self-taught web developer and teacher Nick Janetakis put it second in his recommended reading order for learning to write effective copy.
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This book has 1 recommendation
Nick Janetakis (Founder/NickJanetakis.com)
Here’s a few books I recommend (in this order) on learning how to write effective copy:
- The Boron Letters by Gary Halbert;
- Advertising Secrets of the Written Word by Joseph Sugerman;
- Kickass Writing Secrets of a Marketing Rebel by John Carlton.
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