Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.

EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead. It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.

"Incredible!"—Samantha Irby, New York Times bestselling author of We Are Never Meeting in Real Life and Meaty Raw, witty, and unapologetic, That’s Mental is a collection of laugh-out-loud funny, confessional essays about the inappropriate, devastating, and strangely amusing side to being mentally ill. In her book, British comedy writer Amanda Rosenberg breaks down myths and misconceptions about what it means to live, laugh, love with bipolar II in a darkly funny, but familiar way. That’s Mental dives head-first into the overlooked and offbeat issues of mental illness, it shines a harsh, fitting room light on thoughts and ideas that are often avoided, because they’re uncomfortable or just downright embarrassing. These pages move through the everyday realities of mental illness, covering everything from, how reaching out for help is a fucking nightmare, to dealing with people who suggest “cures” for your depression, to making up excuses to miss work just so you can take a mental health day. That’s Mental is an uproarious and brutally honest collection of confessions from someone who’s been there, done that, and still has no idea what she’s doing.

The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.

A professional “pitching coach” for one of the world’s largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business. He identifies the dos and don’ts and uses real-world examples to prove his points. If you make pitches for new business, this is the perfect book for you.