How to create a cool advertising text: the principles of an outstanding American copywriter. Shugerman D.

Joseph Schurman is one of the best American copywriters. His name stands on a par with the names of David Ogilvi, John Caples and Leo Barnett.

The book is a unique experience and approach to copywriting Schugerman. On specific examples, you will master the methods of creating selling texts, in detail will analyze the elements of the advertisement that make it effective. You will learn that it is successful in advertising, and what is not; Learn to avoid traps, which often come into novice copywriters.

Even if you personally do not compose advertising texts, you will begin to better understand and evaluate the copywriting process, and so good that you yourself can quite confidently write a good ad or at least argue someone else's.