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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 ISBN1891686003
- A masterwork of deceptive
simplicity, January 4, 2002 ISBN1891686003
Reviewer: David Garfinkel (see more about me) from San Francisco,
CA United States
Great copy looks so easy -- so simple, so effortless, so "ordinary."
There are those who can take the process of writing it and make
that process look complicated. And then there's Joe Sugarman.
- This is one of the two
books I recommend for further study in my home-study "Money-Making
Copywriting Course." Why? Because Joe cuts through all of
the needless and cumbersome detail so many teachers of copywriting
instill in their lessons. He makes the information accessible
and entertaining to learn. And he's a super-successful real-world
practioner, as well as a very skilled and effective teacher.
- A novice might think that
because this book does not refer to Internet marketing or the
latest trends in print and direct mail advertising, it is out
of date. That is a well-intentioned but misguided criticism.
Of course very few people know how to market effectively (and
close sales) on the Internet. Since I have done this successfully
(I've created Web sites that made lots of money, by themselves)
and since I spent a year as the editor of a newsletter tracking
who was successful marketing online and who wasn't (almost everyone
wasn't), I can say with some authority that there are very few
people who can market effectively online.
- But know this about Joe
Sugarman. If he ever chose to do online marketing, he would make
a fortune -- just as he has done before in other ventures. Why?
Because there are certain principles of human nature, and of
selling with the written word, that have not yet changed. And
he is a world-class expert in conveying those principles to novices
and experts alike.
- The technological and
situational landscape may make it look like we live in a very
different world, but trust me -- as someone who got a 2% response
with direct mail at the height of the anthrax scare in the fall
of 2001 -- the world we live in now is pretty much the same as
the world we have always lived in.
- At least as it pertains
to writing effective advertising copy.
- I can't recommend this
book highly enough. You'll learn tons, and -- best of all --
you'll be able to make some very good money with what you learned.
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