#1
The Adweek Copywriting Handbook
Sugarman shares the techniques that made his direct response ads famous, including the "slippery slide" and psychological triggers that keep readers moving toward the sale.
- The purpose of each sentence is to get the next one read
- Use curiosity to pull readers forward
- Every element of an ad should build toward the sale
Best for: Copywriters who want to write long form that keeps people reading