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

by Joseph Sugarman

This handbook is based on a book I wrote in 1998 called Advertising Secrets of the Written Word. The book consisted of the lessons I had taught at exclusive seminars I conducted beginning in 1977.

all the principles remained the same regardless of changes in the way we communicate that have occurred since I wrote it.

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.

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.

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.