Full Title: Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from America’s Top Copywriter & Mail Order Entrepreneur First Edition by Joseph Sugarman
One of the keypoint of this book are Mr. Sugarmans 17 Copy Write Axioms:
The 17 COPYWRITING AXIOMS by Joseph Sugarman
1. Copywriting is a mental process the successful execution of which reflects the sum total of all your experiences, your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper for the purpose of selling a product or service.
2. All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.
3. The sole purpose of the first sentence in an advertisement is to get you to read the second sentence of the copy.
4. Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service.
5. Get the reader to say yes and harmonize with your accurate and truthful statements while reading the copy.
6. Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slope.
7. When trying to solve problems, don’t assume constraints that aren’t really there.
8. Keep the copy interesting and the reader interested through the power of curiosity.
9. Never sell a product or service, sell a concept.
10. The incubation process is the power of your subconscious mind to use all your knowledge and experience to solve a specific problem, and its efficiency is dictated by time, creative orientation, environment and ego.
11. Copy should be long enough to cause the reader to take the action that you request.
12. Every communication should be a personal one, from the writer to the recipient, regardless of the medium used.
13. The ideas presented in your copy should flow in a logical fashion, anticipating your prospect’s questions and answering them as if the questions were asked face-to-face.
14. In the editing process, you refine your copy to express what you want to express with the fewest words.
15. The more the mind must work to reach the conclusion successfully, the more positive, enjoyable or stimulating the experience.
16. Selling a cure is a lot easier than selling a preventative, unless the preventative is perceived as a cure or curative aspects of the preventative are emphasized.
17. Telling a story can effectively sell your product, create the environment or get the reader well into your copy as you create an emotional bonding with your prospect.
This book is highly recommended to anyone seeking to improve their general marketing skills or are just curious about human behaviour. Marketing is largely about communicating with people understanding what they need and listening to them to solve their problems. There is no real perfect Copy you have to understand it can always be improved and things are always changing.
If you are interested in learning more about marketing check out David Ogilvy !
Joseph Sugarman’s Book is available at Amazon in Paperback and Hardcover: