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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
Learn advertising, copywriting, marketing and creativity from the man who made millions of dollars from the power of his pen.
Many marketing experts teach you to put benefits in your headlines, use plenty of pictures and make your copy brief and to the point.
Joseph Sugarman defied the experts by developing his own style of advertising that not only produced spectacular results but started a new wave in direct response marketing.
Sugarman's style and his JS&A ads are legendary.
He created advertising that grabbed the reader's attention and didn't let go.
In print ads that were motivational, entertaining and often educational, his copy enriched the lives of those who read his words.
A lucky few have been literally enriched by learning at Sugarman's $3,000 seminars.
And that's the point of this book.
Advertising Secrets of the Written Word takes you through his entire seminar process - from the techniques he uses to write copy to the psychological triggers that cause people to buy, plus plenty of ad examples that illustrate his points.
This book is full of compelling insights into the buying process, the use of salesmanship in advertising and the techniques that Sugarman uses to grab attention and keep it while convincing prospects to exchange their hard-earned money to buy a product or service.
He also relates numerous case histories - stories of his successes (and failures) and those of others. And Sugarman has been highly recognized by his peers.
He was selected Direct Marketing Man of the Year, won the distinguished Maxwell Sackheim Award for his career contributions to direct marketing and became a role model for many in sales and marketing.
If you are a copywriter, a marketing person, somebody who enjoys a few fabulous success stories or if you just plain like Sugarman's writing style, this book will grab you and keep you fascinated - just like one of his uniquely innovative ads.
Many marketing experts teach you to put benefits in your headlines, use plenty of pictures and make your copy brief and to the point.
Joseph Sugarman defied the experts by developing his own style of advertising that not only produced spectacular results but started a new wave in direct response marketing.
Sugarman's style and his JS&A ads are legendary.
He created advertising that grabbed the reader's attention and didn't let go.
In print ads that were motivational, entertaining and often educational, his copy enriched the lives of those who read his words.
A lucky few have been literally enriched by learning at Sugarman's $3,000 seminars.
And that's the point of this book.
Advertising Secrets of the Written Word takes you through his entire seminar process - from the techniques he uses to write copy to the psychological triggers that cause people to buy, plus plenty of ad examples that illustrate his points.
This book is full of compelling insights into the buying process, the use of salesmanship in advertising and the techniques that Sugarman uses to grab attention and keep it while convincing prospects to exchange their hard-earned money to buy a product or service.
He also relates numerous case histories - stories of his successes (and failures) and those of others. And Sugarman has been highly recognized by his peers.
He was selected Direct Marketing Man of the Year, won the distinguished Maxwell Sackheim Award for his career contributions to direct marketing and became a role model for many in sales and marketing.
If you are a copywriter, a marketing person, somebody who enjoys a few fabulous success stories or if you just plain like Sugarman's writing style, this book will grab you and keep you fascinated - just like one of his uniquely innovative ads.
312 pages, Hardcover
First published June 1, 1998
About the author
Joseph Sugarman
34 books40 followersJoseph Sugarman is a legendary copywriter who started a mail-order business, JS&A Group, through the power of his pen. He's also the author of The Adweek Copywriting Handbook.
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Displaying 1 - 14 of 14 reviews
February 5, 2010
The trip did indeed seem like it was out of the Twilight Zone. I knew that when I got on the yellow school bus in Rhinelander, Wisconsin that the driver was going to be Rod Serling.
In 1980, as VP-marketing of the Portland Trail Blazers, I had flown from Portland, Oregon to Chicago, then I had taken a commuter flight to Rhinelander. The written instructions were to wait for the yellow school bus. The bus would take us on an hour's journey into the night to Minocqua, Wisconsin. 14 other people were waiting for that same school bus.
The fifteen of us had come from all over the United States. One had come from England. None of us had known each other until we found ourselves standing outside this little airport waiting for the yellow school bus.
After we got on the bus, we saw that the driver wasn't Rod Serling, but you just knew Rod was going to pop up somewhere. One of the passengers started to whistle the opening theme music to the Twilight Zone—do-do, do-do, do-do, or something like that.
An hour later, we met the man we came to see.
Joe Sugarman.
Joe is the greatest direct response writer, and probably the greatest direct response writer that ever will be. He had run an ad in Ad Age, and invited up to 15 people to attend his weeklong seminar at his Wisconsin estate. To be one of the 15, you had to pay $3,000, plus expenses. At the time, this was an outrageous rate.
For five days, Joe talked to us about advertising and marketing. I had been a fan of his for years before. In fact, I had been a customer—I had purchased products that ranged from calculators to the miracle fuzz (ion generator) to BluBlocker sunglasses from his JS&A catalog. You may be familiar with his BluBlocker sunglasses. He's sold 20 million pairs via direct response and infomercials. Now I was taking copious notes at his feet.
It was a terrific five days. His instructions stuck to me like hot gum to a shoe. I think I adapted some of the stuff, but I'm not sure which stuff. Whatever I did adopt or adapt, it worked.
A lot of my stuff I adopted or adapted from Joe.
If you want to get Joe's secrets straight from his pen, then this is the right book.
In 1980, as VP-marketing of the Portland Trail Blazers, I had flown from Portland, Oregon to Chicago, then I had taken a commuter flight to Rhinelander. The written instructions were to wait for the yellow school bus. The bus would take us on an hour's journey into the night to Minocqua, Wisconsin. 14 other people were waiting for that same school bus.
The fifteen of us had come from all over the United States. One had come from England. None of us had known each other until we found ourselves standing outside this little airport waiting for the yellow school bus.
After we got on the bus, we saw that the driver wasn't Rod Serling, but you just knew Rod was going to pop up somewhere. One of the passengers started to whistle the opening theme music to the Twilight Zone—do-do, do-do, do-do, or something like that.
An hour later, we met the man we came to see.
Joe Sugarman.
Joe is the greatest direct response writer, and probably the greatest direct response writer that ever will be. He had run an ad in Ad Age, and invited up to 15 people to attend his weeklong seminar at his Wisconsin estate. To be one of the 15, you had to pay $3,000, plus expenses. At the time, this was an outrageous rate.
For five days, Joe talked to us about advertising and marketing. I had been a fan of his for years before. In fact, I had been a customer—I had purchased products that ranged from calculators to the miracle fuzz (ion generator) to BluBlocker sunglasses from his JS&A catalog. You may be familiar with his BluBlocker sunglasses. He's sold 20 million pairs via direct response and infomercials. Now I was taking copious notes at his feet.
It was a terrific five days. His instructions stuck to me like hot gum to a shoe. I think I adapted some of the stuff, but I'm not sure which stuff. Whatever I did adopt or adapt, it worked.
A lot of my stuff I adopted or adapted from Joe.
If you want to get Joe's secrets straight from his pen, then this is the right book.
May 5, 2021
The absolute bible of copywriting:
Clear, captivating, and concise writing.
Most people aren't aspiring copywriters...but learning from Joe has enhanced the quality of my writing tenfold.
10/10
Clear, captivating, and concise writing.
Most people aren't aspiring copywriters...but learning from Joe has enhanced the quality of my writing tenfold.
10/10
October 22, 2021
Advertising Secrets of the Written Word is an old-school book. But that doesn't mean it's useless.
It's a book for print ad copywriters, specifically mail order writers. Brochure writers, catalog writers and magazine ad writers will benefit too.
And it's relevant also to landing page and other long-form copywriters of the digital world. I liked how Sugarman talked about everything involved in creating the impact you want from an ad -
- the graphical elements (eg Headline, Photo, Logo)
- the actual copy (eg Typeface, Explanation, Ask)
- the psychological triggers (eg Credibility, Timing, Feeling)
The book is definitely an invaluable resource for the noob copywriters, and a checklist for the experienced ones.
It's a book for print ad copywriters, specifically mail order writers. Brochure writers, catalog writers and magazine ad writers will benefit too.
And it's relevant also to landing page and other long-form copywriters of the digital world. I liked how Sugarman talked about everything involved in creating the impact you want from an ad -
- the graphical elements (eg Headline, Photo, Logo)
- the actual copy (eg Typeface, Explanation, Ask)
- the psychological triggers (eg Credibility, Timing, Feeling)
The book is definitely an invaluable resource for the noob copywriters, and a checklist for the experienced ones.
December 29, 2021
I gave this book four stars because I don't have anything to compare it to, and I didn't want to go over the top.
I picked up this book because I'm always interested in massaging the written word into something that appeals to everyone, or nearly everyone. This book is actually full of very good advice, but probably not for anyone writing fiction. But for advertising copy, he hits a home run with a few of his ideas (I know, because I think he's written my favorite ads). Kudos to an informative book.
I picked up this book because I'm always interested in massaging the written word into something that appeals to everyone, or nearly everyone. This book is actually full of very good advice, but probably not for anyone writing fiction. But for advertising copy, he hits a home run with a few of his ideas (I know, because I think he's written my favorite ads). Kudos to an informative book.
October 27, 2017
Entertaining. Very insightful! Axioms, principles, and a convenient guide to understanding your prospect while crafting your copy masterpiece.
February 22, 2020
A great book for all level copywriters! So much to learn and improve your copywriting skill.
February 16, 2008
This is the DEFINITIVE GUIDE to anyone who wants to learn how to write better copy.
Joe Sugarman, a guy who made over 200 million dollars marketing and copywriting is the author, and this is one of the simplest, clearest, most educational books on copywriting I've read.
This is a must read for anyone in advertising, or who is a business owner or sales.
Joe Sugarman, a guy who made over 200 million dollars marketing and copywriting is the author, and this is one of the simplest, clearest, most educational books on copywriting I've read.
This is a must read for anyone in advertising, or who is a business owner or sales.
October 19, 2010
This book contains great tips for outsiders who want to step inside advertising world and start writing a copy. The key value is that it's not about what the product features in the copy, but what the customer has in mind after reading your words.
Helpful concepts.
I really like this book.
Helpful concepts.
I really like this book.
September 6, 2012
Sugarman is a legend! His life story is illustrative and inspiring.
July 23, 2014
I have a review and summary up at http://rs.io/2014/07/22/advertising-s...
October 20, 2014
A classic in its own right.
November 9, 2014
Awesome guide on copywriting. Loved it.
November 19, 2014
where to get this book in UAE
Displaying 1 - 14 of 14 reviews