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The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters Audible Audiobook – Unabridged

Joseph Sugarman (Author), Mike Lenz (Narrator), Gildan Media (Publisher)
4.7 out of 5 stars 1,138 ratings

Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.

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  1. Listening Length
    11 hours and 9 minutes
  2. Author
    Joseph Sugarman
  3. Narrator
    Mike Lenz
  4. Audible release date
    December 29, 2020
  5. Language
    English
  6. Publisher
    Gildan Media
  7. ASIN
    B08QRTG6LX
  8. Version
    Unabridged
  9. Program Type
    Audiobook
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Product details

Listening Length 11 hours and 9 minutes
Author Joseph Sugarman
Narrator Mike Lenz
Whispersync for Voice Ready
Audible.com Release Date December 29, 2020
Publisher Gildan Media
Program Type Audiobook
Version Unabridged
Language English
ASIN B08QRTG6LX
Best Sellers Rank

Customer reviews

4.7 out of 5 stars
1,138 global ratings

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Customers say

Customers find this copywriting book to be one of the best business books they've read, providing a great recap of copywriting skills. Moreover, the content is comprehensive, with one customer noting it filled their brain with ideas, and they consider it well worth the price. However, the material is considered outdated by several customers.

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Information contentReadabilityBook contentValue for moneyDated material
80 customers mention "Information content"77 positive3 negative

Customers praise the book's comprehensive walkthrough of copywriting and its ability to explain complex information clearly. One customer notes it serves as a treasure trove of information for budding writers, while another mentions it's a must-read for marketers and entrepreneurs.

"...I was suddenly flooded with ideas, and excited about possibilities, the way only a handful of books have done before. THIS is that book...." Read more

"...if you're looking for a method that is VERY EASY TO UNDERSTAND, FOLLOWS A LOGICAL PROCESS THAT WORKS, and is GUARANTEED TO..." Read more

"...This book is brilliantly laid out in a step-by-step, easy to follow format with wide margins for lots of notes...." Read more

"Sugarman's system is easy to understand and devoid of jargon...." Read more

56 customers mention "Readability"54 positive2 negative

Customers find the book highly readable, describing it as one of the best business books they've read.

"This book is Truly Amazing. I'm not a copywriter. Never intend to be one...." Read more

"...I believe, however, you will gain more value from this incredible book if you use this as somewhat of a "second phase" of your copywriting education...." Read more

"...It is one thing to have a nice looking web site, with strong SEO, PPC campaigns, analytics etc. etc...." Read more

"...If you are already in sales, this will be a great way to review." Read more

22 customers mention "Book content"22 positive0 negative

Customers praise the book's content, finding it comprehensive and filled with ideas, with one customer highlighting its coverage of key psychological principles.

"...It is one thing to have a nice looking web site, with strong SEO, PPC campaigns, analytics etc. etc...." Read more

"...I have read a lot of others and this book covers everything...." Read more

"...Don't want to be too dramatic but this book will change your life." Read more

"...You will write stronger, more persuasive copy after you've read this outstanding manual." Read more

9 customers mention "Value for money"9 positive0 negative

Customers find the book well worth its price, with one mentioning it can make big bucks in spare time, while another describes it as "worth its weight in gold."

"...This volume was highly valuable to me, and will be to you as well, if you'd like to get the inside track about how his most successful campaigns..." Read more

"...An absolute bargain considering the amount you will learn from this book. This read is your next investment." Read more

"...This book is well worth the price. Randy Kemp [...]" Read more

"...cover the cost of the book, grow hair on your chest and make big bucks in your spare time, raising bullfrogs in your backyard...." Read more

12 customers mention "Dated material"3 positive9 negative

Customers find the book's content outdated.

"It is a fun read and lots of interesting and useful info. A bit old, half of the stuff might not be useful but still interesting" Read more

"...Examples are pretty outdated." Read more

"An A-Z manual for copywriting. Timeless and applicable for decades to come. More countless hours will be spent reading this one." Read more

"Some good concepts, but definitely dated. If you can read quickly and highlight important stuff, it's worth a look." Read more

Still the best Copywriting book I have read in decades (of many)
5 out of 5 stars
Still the best Copywriting book I have read in decades (of many)
This is still by far the most clear, concise, and powerful copywriting book I have read. I have two copies that I lend out from my resource library (I mentor newbies) as a foundational basis for teaching people how to write content that engages and converts. I like win-win type thinking, like Frank Kern says, "Help people decide they want your stuff rather than trying to convince them".
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Top reviews from the United States

  • Jim Plouffe
    5.0 out of 5 stars Never take advise from someone who hasn’t done what you want to do
    Reviewed in the United States on January 25, 2025
    Format: KindleVerified Purchase
    Without understanding the basics of persuasion you’ll never convince others buy what you are promoting or selling. Creating copy that sells is a skill that can become an art form. This book can be the your guide as you build skill into profitable art that sells.
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  • Jeremy Menefee
    5.0 out of 5 stars Not many books get me excited
    Reviewed in the United States on May 20, 2016
    Format: KindleVerified Purchase
    It isn't very often that a non-fiction book excites me. Each month I read at least one book on the profession of writing or related topics, and they're all useful - even the bad ones. But every once in a while I read a book that gets my adrenaline going and my mind racing. A book that provides me with that "Ah ha!" moment. One that changes the way I think about a subject dramatically, and for the better.

    For example, Peter Bowman's "Well Fed Writer" book took my ability to understand freelance writing and what people need to a whole new level. It immediately led to my Permaculture Magazine article, which in turn taught me that I don't really want to write magazine articles for a living, along with a lot of other useful ideas. Kelly Enger's book "Writer for Hire: 101 Secrets for Freelance Success" was another such book, and led to some great contracts and a reputation that gets better with each new client.

    Sales, however, has always been my weak point. I couldn't sell pocket warmers to Eskimos. I've had to rely on my portfolio and testimonials to secure clients, as well as a solid web presence that no one much reads, but which validates me to prospective clients. But selling myself? I've never been able to do it well. However, I recently stumbled across a book that had a profound effect on me. In the first five chapters, something just gelled in my mind. I was suddenly flooded with ideas, and excited about possibilities, the way only a handful of books have done before.

    THIS is that book. At almost $13 for the Kindle edition, you can bet I did a lot of reading up on it before I bought it. I had it in my Wish List for a few months, and would look at it on Amazon every week or so, debating it. I bought it a while back when I was a bit flush, but I didn't read it right away. I was in-progress on two other professional books and a fiction trilogy, so it took a while to get to it.

    And when I did finally get around to reading it, by the start of the 5th chapter I knew I should have read this thing a long time ago. What a difference it could have made when I attempted long-form sales sites! Or when I put my old freelancing web site together (now long dead).

    If you have any need for direct response sales, even peripherally like I do, I can't say it enough: "Buy this book."
    70 people found this helpful
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  • C. R. Lewis
    5.0 out of 5 stars Extremely Powerful!!!
    Reviewed in the United States on January 24, 2008
    Format: PaperbackVerified Purchase
    This book is Truly Amazing. I'm not a copywriter. Never intend to be one. I'm in the speaking/training business, and I needed some material that would teach me how to write successful copy. Since I have to do my own marketing, I needed something that would help me right away. Plus, I didn't want to lose any more money buying books to teach me about copy writing that simply DID NOT WORK. I have bought a couple that were a total loss of my money. I won't mention the names of the books because I don't want to offend anyone. But I will say this about this book (and by the way, this is my FIRST review for any book I've bought), if you're looking for a method that is VERY EASY TO UNDERSTAND, FOLLOWS A LOGICAL PROCESS THAT WORKS, and is GUARANTEED TO GET YOU RESULTS, then you owe it to yourself to BUY THIS BOOK.

    I just wish I knew about this book BEFORE I wasted my money on the other books I bought. Joseph's methods are so POWERFUL, I even use them when I'm speaking. I keep my audiences SPELLBOUND. They hang to EVERY WORD I say. Now, just imagine... if people give me their attention to a 45-60 minute speech, can you see what it will do for your copy? People respond the way I want them to respond as a result of the methods I'm using from Joseph Sugarman.

    I'm VERY GRATEFUL I bought this book. You'll be GRATEFUL too. Buy it!
    26 people found this helpful
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  • Monty Rainey
    5.0 out of 5 stars Phase II copywriting.
    Reviewed in the United States on May 5, 2007
    Format: PaperbackVerified Purchase
    If you are interested in learning copywriting, I would only say do one thing before reading this book; read it only AFTER you have read something else to get you started. Either Bowerman's "Well-fed Writer", Bly's "Secrets of a Freelance Writer" Slaunwhite's "Start and Run a Copywriting Business" or Meanwell's "The Wealthy Writer." Any one of these books will give you a solid foundation to build upon.

    THE ADWEEK COPYWRITING BOOK by Joe Sugarman is a "must read". I believe, however, you will gain more value from this incredible book if you use this as somewhat of a "second phase" of your copywriting education. That's not to say Sugarman's book is difficult to understand. It's not. There are just some other things you need to learn and understand first.

    This book is brilliantly laid out in a step-by-step, easy to follow format with wide margins for lots of notes. Sugarman takes you through the process of actually writing copy from beginning to end. The emphasis here is on print advertising, but the relation and application to any other form of copywriting is easily discernable. The brief final section of the book even covers writing for other types of media.

    Sugarman is a great teacher. This book pulls largely from the training seminar Sugarman taught for many years. Only you get the $2,000 seminar for the price of a book. What a deal!
    122 people found this helpful
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  • Geezler
    4.0 out of 5 stars Must Read on Copywriting
    Reviewed in the United States on January 18, 2014
    Format: PaperbackVerified Purchase
    I have read dozens of books on Internet Marketing by some of the top names in that milieu. None of them added the value to our web site that Sugarman's book did. It is one thing to have a nice looking web site, with strong SEO, PPC campaigns, analytics etc. etc. and it is quite another to have content that resonates with your prospects and converts.

    If you only have time to read one book to help get your web site performing at a higher level this is the book you need to study and implement. You will be richly rewarded for doing so.
    5 people found this helpful
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  • Dr. Steven G. Brownlow
    5.0 out of 5 stars Instructive and easy to read
    Reviewed in the United States on February 4, 2024
    Format: PaperbackVerified Purchase
    Sugarman's system is easy to understand and devoid of jargon. Just reading his commentary, stories, and the numerous example ads in the book helps create the base from which to write compelling copy.
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Top reviews from other countries

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  • Amazon Customer
    5.0 out of 5 stars Joe Is the COPY MAESTRO
    Reviewed in Italy on July 17, 2019
    Format: PaperbackVerified Purchase
    This book contain all you need to become a Great CopyWriter . This book Is spectacular because , he explain the cruscial psicological trigger in a simple and Fanny way. It Is Outstanding because explain basic and advanced copywriting tecnique in a single Outstanding way , that you can't wait start write a Sales Letter.
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  • Business Support Club
    5.0 out of 5 stars アメリカでもっとも効果的で多彩な広告コピーライターの一人者であるジョセフ。シュガーマンが書き下ろした広告コピーライティングのハンドブックです。
    Reviewed in Japan on February 2, 2009
    Format: PaperbackVerified Purchase
    毎日100通以上の売込メールを受け取っている今日この頃。なんだかダラダラとした文章がいやでいやでたまりません。どうしてこんなメールが多くなってしまったのか？
    セールスレターってこんなにダラダラしているものなのだろうか？と思い、パソコンで検索してみると、実は、今主流になっているダラダラメールは、本来は似て非なるもの。基本になるセールスレターが湾曲され、やたらとダラダラした文字の列挙にしか過ぎなくなってしまったことが解りました。
    10社以上の実際の広告を使って、その中に使われているSales Letterのテクニックが説明されているので、非常に参考になりました。

    この本は、本来のセールスレターを書くということの考え方やプロセスが説明されていて、非常に役立ちました。基本からセールスレターとくにダイレクト・マーケティングを学たい人やそういった仕事につく人にとってはかなりお薦めの本の一つです。
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  • Diego
    5.0 out of 5 stars Best book ever in sales and advertising
    Reviewed in Spain on March 6, 2024
    Format: PaperbackVerified Purchase
    If you want to learn how to write a sales letter or an add, you must read this book.
    I am Spanish. I have a Spanish level of English. If I could understand every word Joe said here, imagine how easy can be for anyone in the world.
    Other books about sales are interesting, some of them are very helpful. But this one is the special one.
    When you have read it, maybe you'll remember that there was a Spanish boy who was right.
    You're welcome.
    Report
  • Paul Simister
    5.0 out of 5 stars A true marketing classic and packed with charm
    Reviewed in the United Kingdom on December 12, 2016
    Format: PaperbackVerified Purchase
    Some copywriters work for clients and charge a fixed fee. Others charge a fee and ask for a percentage of the revenue generated on top so they gain financially if the item sells well. Neither of these groups of writers lose out if the copy flops all together.

    Some copywriters, like Joe Sugarman, made their reputations by going out and finding interesting products to sell, writing their own copy and buying advertising space. These copywriters had the opportunity to win big but also to lose. The lessons they learn can be brutal but they strike home quickly.

    This is a great book. It is based around an expensive course ($2,000 in 1977) that Sugarman gave to the people who wanted to understand how he did what he did to make a fortune and develop a cult following for JS&A space age products. Once he even sold an aeroplane from a magazine advertisement when he decided to flog off the third corporate jet that he used least often.

    At its core is copywriting for display advertisements in newspapers, magazines and catalogues. A headline, sub-heading, photograph, copy and the JS&A symbol people learnt to look for. Towards the end of the book, he explains how the ideas can be transferred to other types of marketing including the Internet.

    It's strange to think of a business book as charming but this one is packed with Sugarman's panache. The book is based around his 15 axioms, 3 emotion principles, 10 graphic elements, 23 copy elements and 31 psychological triggers. 30 of those triggers are covered well here but are explored more extensively in Triggers: 30 Sales Tools You Can Use to Control the Mind of Your Prospect to Motivate, Influence, and Persuade. These factors are all neatly summarised at the back of the book when you want a quick reminder.

    What makes this book even better is that Sugarman picks some advertisements written by other people and analyses them with you, explaining exactly what the copywriter is doing and why. He also includes the full text of some of his own advertisements including that plane he sold.

    I read a lot of business books but this is one of the few that I have as a physical book and as a Kindle book. That way, I can carry it around with me. It really is that good. Note to self, re-read the best of the best more often.

    Paul Simister, a business coach who helps business owners who are stuck with disappointing marketing, to get unstuck.
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  • Sélim NIEDERHOFFER
    5.0 out of 5 stars Dans le Top 3 de mes inspirations pour le copywriting
    Reviewed in France on March 9, 2023
    Format: PaperbackVerified Purchase
    En tant que formateur en copywriting, je recommande toujours le Handbook de Sugarman. Pour les anglophones, ce best-seller, certes un peu daté, contient les clefs du copywriting.
    Il fait partie de ceux qui m'ont le plus inspiré pendant l'écriture du Guide du Copywriting, et il a marqué des générations de copywriters.
    A lire les yeux fermés (enfin, ouverts. Vous me comprenez !)
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    Sélim NIEDERHOFFER
    5.0 out of 5 stars
    Dans le Top 3 de mes inspirations pour le copywriting

    Reviewed in France on March 9, 2023
    En tant que formateur en copywriting, je recommande toujours le Handbook de Sugarman. Pour les anglophones, ce best-seller, certes un peu daté, contient les clefs du copywriting.
    Il fait partie de ceux qui m'ont le plus inspiré pendant l'écriture du Guide du Copywriting, et il a marqué des générations de copywriters.
    A lire les yeux fermés (enfin, ouverts. Vous me comprenez !)
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