《The Adweek Copywriting Handbook

作者：Joseph Sugarman
出版社：Wiley
副标题：The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
发行时间：2006年12月1日
来源：下载的 PDF 版本
Goodreads：3.99（468 Ratings）
豆瓣：7.8（1044人评价）

概要

This book shares many of the lessons and experiences that were taught at these seminars. You’ll learn how to mentally prepare yourself to write copy, how to write effective copy, and how to present your product, concept or service in a novel and exciting way. You’ll learn what really works and what doesn’t and how to avoid many of the pitfalls that marketers fall into— and much more.

作者介绍

Joseph Sugarman, author of the bestselling Success Forces, is known throughout the advertising world as a copywriting legend and role model. His ads have moved millions of customers to reach for their wallets, and his JS&A Catalog was once America's largest single direct mail catalog of space-age products. He has given copywriting seminars throughout the United States, Europe, Asia, and Australia.

读后感

即使是「插页广告」这么小的事情，作者用一本书的方式表现出了其所蕴含的目标感，一篇优秀的「插页广告」，就是要把这种目标感发挥到极致，这是我在阅读本书是获得的最大启发，因为这样的目标感也可以运用在任何一篇文章的撰写、一个视频的制作、一本书的编写上，更不要说其他更复杂的工作了

书的结构非常具有创建，使用15条公理来定义书的结构框架，阅读的非常顺畅，具有比其他的畅销书优秀的多的内在逻辑（我怀疑作者受过相关的训练，否则难以驾驭对公理体系如此了如指掌的运用），因此，对于我这个相对理性的人也不禁赞叹作者的智慧，另外，这本书的框架本身，也提供了一个非常好的工具书撰写模式

数十年如一日的围绕一个目标去努力，确实是可以在细微处创造无限的可能

摘录

The preparation to become a copywriter involves knowledge. There are two types. The first is a very broad or general knowledge and the second is a very specific or targeted knowledge. Let me explain.
The best copywriters in the world are those who are curious about life, read a great deal, have many hobbies, like to travel, have a variety of interests, often master many skills, get bored and then look for other skills to master. They hunger for experience and knowledge and find other people interesting. They are very good listeners.
Look at my background. I’m an instrument-rated multiengine commercial pilot, an amateur radio operator, and a professional photographer; I love computers, music, reading, movies, travel, art and design. I’ve done the complete catalog for my company including everything from setting the type to doing the layout. I’ve done all the photography and even some of the modeling. (My hand became quite famous, but more on that later.) I’ve tried many sports—golf, tennis, football, baseball, basketball, scuba diving, skiing, and snowmobiling. I’ve traveled to every continent on the globe with the exception of the Antarctic and I know I’ll eventually get there. I’ve mastered a second language—German—during the three years I spent with the military in Germany. I’ve had hundreds of failures and many successes, with each representing a learning experience.
The thirst for knowledge, a tremendous curiosity about life, a wealth of experiences and not being afraid to work are the top credentials for being a good copywriter.

The following lists summarize the axioms and major points of copywriting that have been presented throughout this book.

Axioms
Axiom 1: Copywriting is a mental process the successful execution of which reflects the sum total of all your experiences, your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper for the purpose of selling a product or service.

Axiom 2: All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.

Axiom 3: The sole purpose of the first sentence in an advertisement is to get you to read the second sentence.

Axiom 4: Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service.

Axiom 5: Get the reader to say yes and harmonize with your accurate and truthful statements while reading your copy.

Axiom 6: Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide.

Axiom 7: When trying to solve problems, don’t assume constraints that aren’t really there.

Axiom 8: Keep the copy interesting and the reader interested through the power of curiosity.

Axiom 9: Never sell a product or service. Always sell a concept.

Axiom 10: The incubation process is the power of your subconscious mind to use all your knowledge and experiences to solve a specific problem, and its efficiency is dictated by time, creative orientation, environment and ego.

Axiom 11: Copy should be long enough to cause the reader to take the action you request.

Axiom 12: Every communication should be a personal one, from the writer to the recipient, regardless of the medium used.

Axiom 13: The ideas presented in your copy should flow in a logical fashion, anticipating your prospect’s questions and answering them as if the questions were asked face-to-face.

Axiom 14: In the editing process, you refine your copy to express exactly what you want to express with the fewest words.

Axiom 15: Selling a cure is a lot easier than selling a preventive, unless the preventive is perceived as a cure or the curative aspects of the preventive are emphasized.

Emotion Principles

These are the three points to remember about emotion in advertising from page 66.

Emotion Principle 1: Every word has an emotion associated with it and tells a story.

Emotion Principle 2: Every good ad is an emotional outpouring of words, feelings and impressions.

Emotion Principle 3: You sell on emotion, but you justify a purchase with logic.