The Adweek Copywriting Handbook Quotes

“Another factor that makes a great copywriter is the experience of running your own company and being responsible for every word you write. The really great direct marketing copywriters often don’t work for advertising agencies, but rather run their own companies and experience their own successes and failures. Ben Suarez, Gary Halbert, the late Gene Schwartz and dozens of others recognized as top copywriters have owned their own companies and learned over years of trial and error—years of both big mistakes and great success. You can’t beat that type of experience.”
― Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

“The more tools you have to work on a problem in the form of experiences or knowledge, the more new ways you can figure out how to solve it.”
― Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

“If all you have is a hammer, you look at every problem as a nail.”
― Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

“If all you have is a hammer, you look at every problem as a nail.” The more tools you have to work on a problem in the form of experiences or knowledge, the more new ways you can figure out how to solve it.”
― Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

“the first two sections of this book I have taught you most of the copywriting techniques I taught my seminar participants. You have learned techniques that took me many years to develop. You have learned concepts that I didn’t discover and personally use until well into my career. And most importantly, you have learned from my failures—an education that has cost me dearly but that you do not have to experience on your own.”
― Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

“Finally, you did not have to pay $3,000 to get this knowledge as my seminar participants did. In Section Three we take all that you have learned and crystallize it into practical knowledge by examining many of the ads that were used as examples in our seminar. This is an important section, for here you see how all the pieces you have learned fit together. We also examine a few ads where the pieces didn’t quite fit together and we show you how they could have been done more effectively.”
― Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

“In addition to examining a few ads from beginning to end, I also reproduce a few of the JS&A ads that show my principles in action. If you’ve had a problem understanding any of the principles, this is where you’ll get greater understanding and clarity. It was during this part of my seminar when participants would often comment, “Now I feel I can do a great ad myself.” And they often did.”
― Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

“Axiom 5 Get the reader to say yes and harmonize with your accurate and truthful statements while reading your copy.”
― Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

“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.”
― Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

“Your copy has to put the prospect into a relaxed buying environment.”
― Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters

“So your first sentence should be very compelling by virtue of its short length and ease of reading. No long multisyllabic words. Keep it short, sweet and almost incomplete so that the reader has to read the next sentence.”
― Joseph Sugarman, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters