Advertising secrets of the written word
by Joseph Sugarman · first published 1998
100% recommend
Why HN recommends it
A practical copywriting guide focused on persuasive written ads and sales letters, covering direct-response technique for marketers and founders.
Summarised by Claude from recommending comments
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.
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on “Ask HN: Are there any good Internet marketing books?” ↗…discuss topics like this without being judged as PC at best or a Milquetoast at worst. But ultimately this is a business forum and businesses need to market. Copywriter Joseph Sugarman wrote a book called Advertising Secrets of the Written Word. It's the kind of title you'd expect from a long-copy copywriter, but it's worth reading for his list of 57 points to consider in advertising. Part of marketing is about breaking down walls to acceptance,…
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