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

Richard Thalheimer, President, The Sharper Image
There are a lot of great copywriters, but Joe Sugarman is the best. He knows how to build a story...

Jack Canfield, Co-author, Chicken Soup for the Soul
I have been a fan of Joseph Sugarman's copywriting and marketing ideas for years and have benefited greatly...

Ray Schultz, Editor, DIRECT Magazine
Every trade has its role models. And for me, there is no better model for ad copywriters or maazine editors...

About the Author
Joseph Sugarman has been highly recognized for his effective advertising copy and the innovations he's brought to the direct marketing field. He won many awards to include Direct Marketing Man of the Year and the distinguished Maxwell Sackheim Award for his career contributions to direct marketing. He's become a role model for many in sales, marketing and direct marketing. He has authored five books and has successful run several business--all created from the power of his pen.


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Explains how to write advertising copy for a mail order advertisement. The opening section covers the principles of copywriting including the graphic elements of an ad, the first sentence, and creating the perfect buying environment. Section two explains copy elements such as typeface, paragraph headings, and anticipating buyer objections, and psychological triggers such as honesty, credibility, value, and the desire to belong. The author demonstrates his methods in the concluding section with ad examples. Annotation c. by Book News, Inc., Portland, Or.


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