Adweek文案写作手册
The Adweek copywriting handbook
Joseph Sugarman · 初版 2006 年
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7位读者提及
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精彩绝伦的文案是广告业的灵魂所在。在这本实用指南中，传奇文案大师 Joe Sugarman 提供了经过实战检验的指导原则和专家建议，传授如何撰写出能够吸引、激发并促成客户购买行动的文案。对于任何渴望踏入该行业的人而言，这都是一本助你赢得无限成功的终极伴侣指南。
Hacker News 上怎么说
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The Adweek copywriting handbook
Joseph Sugarman · 初版 2006 年
精彩绝伦的文案是广告业的灵魂所在。在这本实用指南中，传奇文案大师 Joe Sugarman 提供了经过实战检验的指导原则和专家建议，传授如何撰写出能够吸引、激发并促成客户购买行动的文案。对于任何渴望踏入该行业的人而言，这都是一本助你赢得无限成功的终极伴侣指南。
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……读者注册后才能知道那次会议到底发生了什么（剧透警告：啥也没发生）。我之所以这么做，是因为照搬了 Joseph Sugarman（美国著名文案大师）的一个建议，那是我读他那本名作《Adweek copywriting handbook》时学到的。他在书里也用了同样的写作技巧（举了个类似的例子）来吸引读者的注意。不管怎样，我明白自己被举报（Flagged）的原因了，我想道个歉。我依然觉得……
…readers to signup to know what happened at that meeting (SPOILER: nothing). I did it because I followed one advise by Joseph Sugarman (famous American copywriter), that I learned reading his renowned book "Adweek copywriting handbook". He uses the same writing technique (with a similar example) in that book, to arise readers' attention. In any case I understand the reason why I got "Flagged", and I wanted to say sorry. I still think…
……Sugarman的《Making Ads Pay》（John Caples 著）、《Web Copy That Sells》（Maria Veloso 著）、《The Architecture of Persuasion》（Michael Masterson 著）、《Influence The Psychology of Persuasion》（Robert Cialdini 著）、《The Adweek Copywriting Handbook》（Joe Sugarman 著）、《The Elements of Copywriting》（Gary Blake 和 Robert Bly 著）、《The Ultimate Sales Letter》（Dan Kennedy 著）、《Cashvertising》（Drew Eric Whitman 著）、Andy Maslen 写的《Write to sell》……
…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 "The Adweek Copywriting Handbook" by Joe Sugarman "The Elements of Copywriting" by Gary Blake and Robert Bly "The Ultimate Sales Letter" by Dan Kennedy "Cashvertising" by Drew Eric Whitman "Write to sell " it is written by Andy Maslen…
如果你想看“理论”，去搜搜 Bernays，读读他关于宣传（propaganda）的书。更偏实操的话，David Ogilvy 写的任何东西都可以。文案方面，推荐看看 Sugarman 的《The Adweek Copywriting Handbook》。遗憾的是，我没法推荐任何设计相关的书，因为我是个 media buyer，搞设计烂得要命。
If you want "theory" lookup Bernays and read his books about propaganda. Something more practical is anything David Oglivy has written. For copywriting check out "The Adweek Copywriting Handbook" by Sugarman. Unfortunately, I can't recommend any design specific books as I'm a media buyer and trash at design.
……2009年那阵子，我啃完了（可不是光翻翻！）别人向我推荐的大概半打营销大部头。按优先级从高到低，我最喜欢的三本是：* Joe Vitale 的《Hypnotic Writing》* Joseph Sugerman 的《The Adweek Copywriting Handbook》* Drew Whitman 的《Cashvertising》。如果你只能读三本，我建议就按这个顺序读。但要是你只能读一本，《Cashvertising》可能其实是最好的……
…of 2009, I worked through (not just read!) about half a dozen marketing tomes that people had recommended to me. In descending priority, my favorite three: * Hypnotic Writing by Joe Vitale * The Adweek Copywriting Handbook by Joseph Sugerman * Cashvertising by Drew Whitman If you can read only three books, I'd suggest these, in the order listed. But if you can only read one, Cashvertising might actually be the best…
去读读 Andy Warhol 的《From A to B and Back Again》、《Ogilvy on Advertising》、《The Adweek Copywriting Handbook》，然后深入钻研一下 Storytelling。这就是打造一个成功艺术家的人设——以及重塑你自己的基础工具箱。
Read Andy Warhol: From A to B and Back Again, Ogilvy on Advertising, The Adweek Copywriting Handbook and dive deep into Storytelling. That's the basic toolkit for inventing the persona of a successful artist, and yourself.
感谢你从工程师视角写出的这份手把手指南。我猜你提到的 Joe Sugarman 那本书是这两本之一：http://www.amazon.com/The-Adweek-Copywriting-Handbook-Advert... http://www.amazon.com/Advertising-Secrets-Written-Word-Entre...
Thank you for the step-by-step guide from an engineer's perspective. I guess the Joe Sugarman book you mention is one of these two: http://www.amazon.com/The-Adweek-Copywriting-Handbook-Advert... http://www.amazon.com/Advertising-Secrets-Written-Word-Entre...