MOC: [[COPYWRITING]] Recommandé par : / Date : {{date}} Auteur: [[Joe Sugarman]] Tags: #livre Note : *** # The Adweek Copywriting Handbook ## 📚 Book Summary This is a summary of *[The Adweek Copywriting Handbook](https://www.amazon.fr/Adweek-Copywriting-Handbook-Advertising-Copywriters/dp/0470051248)* by Joseph Sugarman. First of all, the book is very dense in information. I rarely took that many notes while reading. There is a whole part on real advertising examples, that I skipped. But I’m thankful to the author to keep the blurb separated from the knowledge. The book details the whole copywriting process and is vastly applicable nowadays. It’s without the shadow of a doubt the best book about copywriting that I’ve read so far. Here are 3 lessons from it: **1/ Copywriters Are Polymath** Curiosity is the most important weapon in a copywriter’s arsenal. They should take interest in a large variety of subjects and always scan the world for new areas of interest. A copywriter develops an expertise both wide and deep. Especially in their area of expertise. Cultivating strong listening skills is also very important for any copywriter. 2**/ Copywriting Process** Great copy starts with a short attention-grabbing headline. You want your reader to stop scrolling and to want to read the sub-headine. Your sub-headline should be slightly longer, about 16 words. It should capture and lock the reader’s attention and get them to read the first line of your copy. This first line should be short and incomplete, to get the read to slip straight into the meat of your copy. Once you wrote all of the above, you should jot down a few bullet points summarizing the meat of your copy. Then, stop writing and let your idea incubate for a while. This phase of the process leads to way better copy. After a while, get back to it and write your first draft, preferably in one sitting. Make sure that your copy ends with a short summary and a call to action, conversation or engagement of any kind. Finally, it’s time to edit. Eliminate unnecessary words, comas and combine sentences if it saves a few words. Rearrange your copy if needed for prefect logical flow, check for grammar and make sure that you varied the length of your sentences for a better rhythm. Using triads is a good trick for better rhythm: list three items separated by a coma and an “and” (X, Y and Z). You should re-edit as much as necessary. 3**/ Great Copy Feels Personal** Great copy should feel very personal. It’s almost like a 1:1 conversation between the copywriter and their reader. It’s best to write using the same language as your reader. You can also use words such as “You” and “Me” to create proximity. And the best way to understand your reader is to have frequent discussions with them. ## ✅ Actionable Advice **1/ Capture ideas all day long:** - Get a small notebook that you can carry anywhere. - Tomorrow, capture one new idea for content of your own: - For each conversation that you’ll have. - For each piece of content that you’ll consume. - You should end up with a dozen new ideas. **2/ Transform these ideas into blockbuster content:** - For each piece of content: - Write a short attention-grabbing headline. - Write a 16-word-ish engaging sub-headline. - Write a short and incomplete first line. - Jot down your meat in a few bullet points. - Let it incubate for a while. - Draft your copy in one-sitting. - Add a summary and call to conversation. - Edit your copy as much as necessary. **3/ Get to know your reader:** - Edit one of the pieces of content written previously to make it sound like a 1:1 conversation. - Publish it! - Identify a reader that engaged with this piece of content and offer an informal coffee. - Get to know their needs, why they engaged with your content and so on. - Don’t try to sell them anything.