The Adweek Copywriting Handbook by Joseph Sugarman

Pg 13 Lateral Thinking: the process of coming up with ideas by not focusing of thinking of just the problem. By relating the problem to something that has nothing to do with the problem, a new idea emerges

Pg 40 1st, youve got to get the prospective reader to start saying yes. 2nd, youve got to make statements that are both honest and believable

Pg 49 I often will start my copy with a story or even pick up a piece of news from a magazine that I feel would be of interest to my readers. The story is often offbeat, always interesting and a great short story

P 59 Seeds of curiosity: a short sentence at the end of a paragraph that offers some reason for the reader to read the next paragraph. “but theres more, so read on, let me explain”

Pg 71 Never sell a product or service. Always sell a concept

Pg 83 Copy is like a womans skirt. it should be long enough to cover the essentials but short enough to make it interesting

Pg 113 According to legibility tests, serif font produced greater comprehension than sans serif font and by a 5 to 1 margin

Pg 125 Make sure your trial period is at least one month, or better, 2 months. Tests have proven that the longer the trial period, the less chance the product will be returned and the more confidence the consumer will have in dealing with you and purchasing the item

Pg 139 the higher the price point, the more need there is to justify the purchase. The lower the price point or the more value the price represents, the less you have to justify the purchase

Pg 193 Always sell the cure and avoid selling prevention

Pg 199 Best-selling books are written for the 8th to 10th grade level. The avg American audience reads between the 11th and 12th grade levels

Pg 282 the PS is a letter is often the most-read line of text on the page

Pg 302 “push, pull, Dangle”: Pull them from ads, dangle something free that would interest them, push out marketing/nurturing messages

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