文字广告的秘密
Advertising secrets of the written word
Joseph Sugarman · 初版 1998 年
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阐释如何撰写邮购广告文案。开篇部分涵盖了文案撰写的各项原则，包括广告的视觉图像元素、首句写作以及营造绝佳的购买氛围。第二部分讲解了字体、段落标题和预先打消买家顾虑等文案要素，以及诚信、可信度、价值感和归属欲等心理触发诱因。
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Advertising secrets of the written word
Joseph Sugarman · 初版 1998 年
阐释如何撰写邮购广告文案。开篇部分涵盖了文案撰写的各项原则，包括广告的视觉图像元素、首句写作以及营造绝佳的购买氛围。第二部分讲解了字体、段落标题和预先打消买家顾虑等文案要素，以及诚信、可信度、价值感和归属欲等心理触发诱因。
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1. 《Brain Audit》 - Sean D'Souza 2. 《Advertising Secrets of the Written Word》 - Joe Sugarman
1. Brain Audit - Sean D'Souza 2. Advertising Secrets of the Written Word - Joe Sugarman
……Robert Collier 的《The Robert Collier Letter Book》、John Caples 的《Tested Advertising Methods》、Joe Karbo 的《The Lazy Man's Way to Riches》、Eugene M. Schwartz 的《Break-Through Advertising》、Joe Sugarman 的《Advertising Secrets of The Written Word》、John Caples 的《Making Ads Pay》、Maria Veloso 的《Web Copy That Sells》、Michael Masterson 的《The Architecture of Persuasion》、Robert Cialdini 的《Influence The Psychology of Persuasion》……
…"The Robert Collier Letter Book" - by Robert Collier "Tested Advertising Methods" -by John Caples "The Lazy Man's Way to Riches" - by Joe Karbo "Break-Through Advertising" - by Eugene M. Schwartz "Advertising Secrets of The Written Word" by Joe Sugarman "Making Ads Pay" by John Caples "Web Copy That Sells" by Maria Veloso "The Architecture of Persuasion" by Michael Masterson "Influence The Psychology of Persuasion" by Robert Cialdini…
《Breakthrough Advertising》- Eugene Schwartz 《Advertising Secrets of the Written Word》- Claude Hopkins Seth Godin 的任何书
Breakthrough Advertising - Eugene Shwartz Advertising Secrets of the Written Word - Claude Hopkins Anything by Seth Godin
……讨论这类话题，最理想是不被扣上 PC（政治正确）的帽子，最差也不至于被当成软骨头。但说到底这是个商业论坛，企业需要做营销。文案大师 Joseph Sugarman 写过一本叫《Advertising Secrets of the Written Word》的书。这种书名就是你预期中长文案撰稿人会起的风格，但书中列出的 57 条广告考量点非常值得一读。营销的一部分就是打破接受壁垒，……
…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,…
《Advertising Secrets of the Written Word》很值得一读。几年前我读了一堆文案写作相关的书，唯独这本在脑海里印象最深，远超其他。
Advertising Secrets of the Written Word is a good read. I read a bunch of copywriting books a few years ago, and this is the one that sticks out in my memory, above the others.
……Jessica Livingston 的《Work》——Ray Dalio 的《Principles》——Carl Bergstrom 的《Calling Bullsh*t (The Art of Skepticism in a Data-Driven World)》——David Kushner 的《Masters of Doom》——Derek Sivers 的《Anything you want》——Joseph Sugarman 的《Advertising Secrets of the Written Word》——《Ogilvy on Advertising》——Alan Fletcher 的《The Art of looking sideways》——Scott Belsky 的《The Messy Middle》——Steven Pressfield 的《The War of Art》——Mel……的《The Bogleheads' Guide to Investing》……
…Work, Jessica Livingston — Principles, Ray Dalio — Calling Bullsh*t (The Art of Skepticism in a Data-Driven World), Carl Bergstrom — Masters of Doom, David Kushner — Anything you want, Derek Sivers — Advertising Secrets of the Written Word, Joseph Sugarman — Ogilvy on Advertising — The Art of looking sideways, Alan Fletcher — The Messy Middle, Scott Belsky — The Wart of Art, Steven Pressfield — The Bogleheads' Guide to Investing, Mel…