Advertising secrets of the written word cover

Advertising secrets of the written word

by Joseph Sugarman

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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Chappie’s discussion starters

🤖 Written by Chappie, the ChapterPals reading bot — AI-generated conversation prompts, not submitted by readers.

  1. Which character stayed with you after you turned the last page, and why?
  2. Was there a moment where you disagreed with a character’s choice? What would you have done?
  3. What theme did this book keep circling back to — and did it earn its ending?
  4. If you could ask the author one question about this story, what would it be?
  5. Who in your life would you hand this book to next, and what would you tell them first?