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Small Business & Entrepreneurship |
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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
written by Joseph Sugarman
Studio : Delstar Pub
by Delstar Pub
Publisher : Delstar Pub
Released : 1998-06-01
Availability : Usually ships in 1-2 business days
EAN : 9781891686009
Avg. Customer Rating: (based on 45 reviews)
List Price : $39.95
Our Price : $39.94
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Adweek Copywriting Handbook is the updated version of Advertising Secrets Book |
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I ordered Advertising Secrets from our state library system because it is out of print and I didn't want to spend the high prices from the resellers. When I received it, I realized it is an exact copy of The Adweek Copywriting Handbook by Joseph Sugarman which IS in print and is sold for about $39 here at Americancivilwar. The "Adweek" version is word for word the same except for a slight mention of the internet to update the book and a change of title. So don't waste your money trying to get the out of print version. Just go to The Adweek Copywriting Handbook and you'll have a replica of "Advertising Secrets". |
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Sugarman Learned On His Own Dime |
And that is what makes this book so good.
Sugarman never did much writing for other people.
He wrote to cover his payroll and build his own
business - risking Millions of dollars a year,
OF HIS OWN MONEY, to test his ideas.
He confesses he lost more often than he won but
when he wrote a winner he sometimes won big. Along
the way he learned harsh truths about business.
He's not only a gifted and original copywriter,
he's a shrewd business strategist - Sugarman
promoted electronic gimmicks and gadgets that
would get severely devalued as new technology came
along, sometimes in a matter of months - so he's
particularly relevant to writers and marketers
in the "internet marketing" niches today, where the
novel and hypey often carries the day.
I read Sugraman's ads when I was a kid and also
Drew Kaplan's (when will that Masked Man write
a book?) and was transfixed. Still later in I
discovered J. Peterman's catalogs.
I got started writing copy for my woodworking business
before I lost interest in the long hours and physical
grind of production. Writing copy later became the
keystone to my success online - and Sugarman was the
first copywriting "bible" I acquired.
I wouldn't actually recommend this book as the first one
you read - it's about marketing and the mail order business
as much as it is about psychology and copywriting... so
it doesn't cover salesletter structure in a way that will
be useful to everybody just starting out... unless you
sell gadgets like Sugarman did. I'm not saying he is not
a master because he clearly is - just that there are other
books you might want to read first like Victor Schwab's
excellent book.
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Joe is AMAZING! |
I have never been so impressed by a copywriter
like I have been with Joe. I saw him speak a long
time ago at a Mark Joyner event and bought this
book. I have had it by my side ever since.
I couldn't recommend it enough!
Matt Bacak
Author of Secrets of the Internet Millionaire Mind
and The Ultimate Lead Generation Plan |
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Buy this book |
Of the dozens of books I have read on the subject this one is the only one that I feel was well worth the purchase price.
Ideas backed by facts not opinions.
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Wow - tremendous book |
I think it was about the second chapter, maybe earlier where he mentioned the 'magic stat thermostat'. Well, back when I was a kid in the early 80's (read like 10 years old), my dad used to get tons of mail order catalogs (like Hemmachler, sharper image, etc...), and liking technology at a young age, I used to look through them. Well, JS&A must have been one of them as well, as I specifically remembered this ad! I recalled the ad tearing the product to shreds before recommending it (I even remebered what the thing looked like). It was that substantantial, that as a 10 year old (roughly), I recalled it today. At the same time, I recalled another ad that I thought was odd - some handheld game that was supposed to be some big conspiracy. Sure enough, that was one of his ad examples at the end of the book.
This alone should be a testament to exactly how powerful his ads are. Not too mention, his writing style as an educator in the field of written ads is astounding - I could not put the book down.
Although geared toward catalog sales, the techniques clearly can apply to the web as well. So, if you are interested in selling anything - order this book now! |
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