This weekend, I sat down withThe Adweek Copywriting Handbook by Joseph Sugarman, expecting a few tips on how to write better headlines. Instead, I got a masterclass in persuasion that’s reshaped how I think about Enablement—and words in general.
Sugarman doesn’t just write; he magnetizes. His approach to copy isn’t about selling products. It’s about selling emotions, sparking curiosity, and guiding readers seamlessly to action. That’s when it hit me: this isn’t just about advertising. It’s about communication, connection, and influence—the cornerstones of great Enablement.
Key Takeaways for Enablement Professionals
Sugarman’s lessons are a goldmine for anyone in Enablement. Whether you’re trying to drive adoption, train teams, or create impactful resources, his principles offer a roadmap for cutting through the noise and making a real difference. Here are three takeaways that stood out to me:
- Engage with Curiosity
Sugarman’s mantra is to create “slippery slides,” where each sentence pulls the reader effortlessly into the next. In Enablement, this translates to structuring your materials—whether it’s a training guide or a video—to capture attention early and sustain engagement. Start with a hook that taps into your audience’s curiosity and gives them a reason to stay invested. - Simplify the Complex
Sugarman’s ability to take complex products and communicate their value in clear, relatable terms is a superpower we all need. In Enablement, breaking down technical or process-heavy content into digestible, actionable pieces isn’t just nice—it’s essential. Your audience needs clarity, not jargon. - Guide to Action
One of Sugarman’s most impactful lessons is that every piece of content should have a clear purpose. Whether it’s a call to action in an email or the end goal of a training module, always be guiding your audience. Know what you want them to do and lead them there step by step, removing friction along the way.
Why This Matters for Enablement
Enablement isn’t just about creating resources or hosting training sessions; it’s about empowering people to take action confidently. Sugarman’s approach to communication aligns perfectly with this mission. His emphasis on engaging, simplifying, and inspiring action helps Enablement professionals create materials that resonate and drive results.
Imagine your next adoption campaign isn’t just a list of features but a narrative that connects emotionally with your team. Or your next training guide feels more like a helpful conversation than a technical manual. That’s the power of Sugarman’s insights.
Wrapping It Up
Self-improvement is always the goal, and for anyone in Enablement, The Adweek Copywriting Handbook is a must-read. It’s a practical guide to writing that not only informs but also transforms—whether you’re selling a product, an idea, or the next big initiative at work.
I’ve already started applying what I’ve learned, and let me tell you—it works. If you felt hooked by this post, you’ve got Sugarman to thank. Now, go read the book and let’s talk about how we’re enabling success one compelling sentence at a time.
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