Description
A practical guide to the principles and techniques behind persuasive advertising copy, this book draws on Joseph Sugarman’s decades of experience as a legendary direct-response copywriter. It explains how to capture attention, build desire, overcome objections, and lead readers naturally toward action through clear, compelling language. Alongside actionable advice on structure, headlines, storytelling, and editing, it explores the psychology of consumer behavior and the discipline required to create copy that sells. Equally useful to aspiring writers, marketers, entrepreneurs, and seasoned professionals, it serves as a hands-on resource for mastering the craft of commercial communication.
Available Editions
paperback
Wiley
Published Dec 11, 2006
360 pages
ISBN: 9780470051245
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Details
First Published
2006
Language
eng
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