The Adweek Copywriting Handbook

Foreword: The Sugarman Legacy (Ray Schultz)
Acknowledgments
Introduction: The Origin of This Book

SECTION ONE: UNDERSTANDING THE PROCESS
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1. General Knowledge
2. Specific Knowledge
3. Practice, Practice, Practice
4. The Purpose of All the Graphic Elements of an Ad
5. The First Sentence
6. Creating the Perfect Buying Environment
7. Resonating with the Reader
8. The Slippery Slide
9. Assumed Constraints
10. Seeds of Curiosity
11. Copy as Emotion
12. Selling the Concept, Not the Product
13. The Incubation Process.
14. How Much Copy Should You Write?
15. The Art of Personal Communication
16. The Copy Sequence
17. the Editing Process

SECTION TWO: UNDERSTANDING WHAT WORKS
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18. Powerful Copy Elements Explained
19. The Psychological Triggers
20. Selling a Cure, Not Prevention
21. Rating Your Writing Level
22. Seven Steps to Writing Great Copy

SECTION THREE: PROVING THE POINTS-AD EXAMPLES
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23. The Lazy Man's Way to Riches
24. A Fluke of Nature
25. Lingerie for Men
26. The More You Learn
27. A More Stimulating Way
28. Magic Baloney
29. Pet Plane
30. Mail Order Mansion
31. Hungarian Conspiracy
32. Vision Breakthrough
33. Gold Space Chains
34. Consumers Hero
35. Nautilus Spelling Sale
A Note: The Power of Your Pen

SECTION FOUR: UTILIZING YOUR COPYWRITING SKILLS
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36. Writing for Different Media

Epilogue: Some Final Thoughts
Appendix A: Assumed Constraints, Continued
Appendix B: Seeds of Curiosity, Continued
Appendix C: Summary of Axioms and Major Points
Appendix D: Recommended Reading
Index
About the Author