Advertising Secrets of the Written Word – by Joseph Sugarman:

This unassuming white book, Advertising Secrets of the Written Word by Joseph Sugarman, is basically the Rosetta Stone for copywriters. It’s not flashy, not loud, but boy does it teach you how to sell using the right words.

Why It Works

• Sugarman breaks down 30 “triggers” that make people instinctively want to buy.
• He writes in a friendly, non-hypey tone that actually builds trust.
• The lessons are simple enough for beginners and deep enough for pros.
• It’s all about psychology, not gimmicks.

Examples of the Triggers in Action

• Apple uses “curiosity” and “simplicity” to make you lean in.
• Nike nails “desire to belong” through community-driven campaigns.
• Dollar Shave Club hit “humor” and “value” in one viral video—12,000 new customers in 48 hours.
• Basecamp uses “ease” and “relief from pain” to sell calm productivity.