PLAY THE BOOK

The Adweek Copywriting Handbook

by Joseph Sugarman

Sugarman breaks down the psychology behind persuasive writing, from crafting irresistible first sentences to triggering the 31 buying motivators that drive purchases. Players practice building buying atmospheres, overcoming objections, and structuring copy that flows like a slippery slide toward the sale.

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33 maps · 161 characters · 547 questions · free to try, no account needed · book links are affiliate links

Two ways to play the same book. Walk the maps and challenge the characters.

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Arrow keys to walk, Space to talk or fight. Use the on-screen controls to walk and talk. Signs hold the book's ideas; every character is a quiz.

What's inside

33 maps, 161 characters and 547 questions, all generated from the book.

MAP 01

Foundation Forest: General Knowledge

Discover how experiences, lateral thinking, and diverse knowledge fuel creative ideas

5 characters · 17 questions

MAP 02

Expert's Observatory: Specific Knowledge

Master your product, customer, and market to write with unshakeable authority

5 characters · 17 questions

MAP 03

Practice Peaks: Honing Your Craft

Embrace the mental process of writing and overcome first draft fears

5 characters · 17 questions

MAP 04

Visual Valley: Graphic Elements

Understand how every visual component works to capture reader attention

5 characters · 17 questions

MAP 05

Opening Gates: The First Sentence

Craft irresistible openings that compel readers to continue

5 characters · 17 questions

MAP 06

Environment Chamber: Perfect Buying Atmosphere

Control the mental space where purchasing decisions are made

5 characters · 17 questions

MAP 07

Resonance Ridge: Connecting with Readers

Create harmony between your message and your audience's mindset

5 characters · 17 questions

MAP 08

Slippery Slide Caverns: Reading Gravity

Master the force that pulls readers irresistibly through your copy

5 characters · 17 questions

MAP 09

Constraint Cliffs: Breaking Mental Barriers

Identify and overcome assumed limitations in your thinking

5 characters · 17 questions

MAP 10

Curiosity Gardens: Seeds of Intrigue

Plant compelling questions that readers must have answered

5 characters · 17 questions

MAP 11

Emotion Ocean: Copy as Feeling

Harness the power of emotions over logic in persuasive writing

5 characters · 17 questions

MAP 12

Concept Castle: Selling Ideas Over Products

Transform features into compelling concepts that customers desire

5 characters · 17 questions

MAP 13

Incubation Ice Fields: The Subconscious Process

Allow your mind to work behind the scenes on creative solutions

5 characters · 17 questions

MAP 14

Length Laboratory: How Much Copy to Write

Determine the optimal amount of copy for maximum impact

5 characters · 17 questions

MAP 15

Communication Channels: Personal Connection

Write as if speaking directly to one individual reader

5 characters · 17 questions

MAP 16

Sequence Sanctuary: Copy Flow and Structure

Guide readers through a logical progression toward purchase

5 characters · 17 questions

MAP 17

Editing Emporium: Refining Your Work

Polish your copy to maximum clarity and persuasive power

5 characters · 17 questions

MAP 18

Power Plains: Copy Elements That Work

Deploy proven techniques that consistently drive results

5 characters · 17 questions

MAP 19

Trigger Temple: 31 Psychological Motivators

Master the mental switches that activate buying behavior

5 characters · 17 questions

MAP 20

Cure Caverns: Selling Solutions Not Prevention

Understand why people buy fixes over preventative measures

5 characters · 17 questions

MAP 21

Price Peaks: The Psychology of Cost

Use pricing strategies as powerful persuasion tools

5 characters · 17 questions

MAP 22

Reason Ridge: Logical Justification

Provide rational reasons for emotional purchase decisions

5 characters · 17 questions

MAP 23

Objection Outpost: Handling Resistance

Anticipate and overcome customer doubts before they arise

5 characters · 17 questions

MAP 24

Testimonial Towers: Social Proof Power

Leverage customer stories to build credibility and trust

5 characters · 17 questions

MAP 25

Headline Heights: Attention-Grabbing Openers

Craft headlines that stop readers in their tracks

5 characters · 17 questions

MAP 26

Offer Oasis: Irresistible Propositions

Structure deals that customers cannot refuse

5 characters · 17 questions

MAP 27

Testing Territories: Measuring What Works

Use data to optimize and improve your copy performance

5 characters · 17 questions

MAP 28

Medium Marshlands: Adapting to Different Formats

Modify your approach for print, digital, and broadcast media

5 characters · 17 questions

MAP 29

Market Maze: Understanding Your Audience

Navigate the complexities of different customer segments

5 characters · 17 questions

MAP 30

Story Seas: Narrative Selling Techniques

Use compelling stories to illustrate benefits and create connection

5 characters · 17 questions

MAP 31

Urgency Uplands: Creating Time Pressure

Motivate immediate action through scarcity and deadlines

5 characters · 17 questions

MAP 32

Ethics Escarpment: Responsible Persuasion

Balance powerful techniques with honest business practices

5 characters · 17 questions

MAP 33

Mastery Mountain: Becoming a Copy Professional

Integrate all elements into a complete copywriting system

1 characters · 3 questions

How the book becomes practice

Reading puts ideas in. Retrieval keeps them there. The game is the retrieval.

Walk the world of the book

33 maps, one per part of the book. Signs along the way hold its key ideas, so the walk itself is a refresher.

Battle the characters

161 characters, each a short quiz on one idea. Answer well and the map opens up; a boss guards the end of each one.

Missed ideas come back

Every question you get wrong is re-asked in rematches and boss fights until you get it right. That is the part that makes it stick.

Keep what you learn

Sign up for free and your demo progress, XP and best tower stage move to your account. Come back whenever a chapter starts to fade.

Questions

Is this the actual book?

No. This is a quiz game built from the ideas in "The Adweek Copywriting Handbook": 547 multiple-choice questions with explanations, spread over 33 maps. It works best alongside the book, which is why the page links to where you can get it.

Is it free to play?

You can play the demo on this page without an account (5 battles in the RPG and 10 questions in the tower). Sign up for free to keep going; premium worlds come with a preview and Lifetime Pro unlocks everything.

Do I need to have read the book?

It works either way. If you have read it, the game is spaced repetition for what you learned. If you have not, every question comes with an explanation, so the game is a fast tour of the main ideas.

Does my demo progress carry over?

Yes. Sign up from the game and the characters you beat, your XP and your best tower stage move to your account.

Are the book links affiliate links?

Yes. If you buy the book through one of them we may earn a small commission, at no extra cost to you. It helps keep the free worlds free.