The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells [Paperback]

Robert W. Bly (Author)

Book Description

Publication Date: April 4, 2006

The classic guide to copywriting, now in an entirely updated third edition
This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention--and sell more products.
Among the tips revealed are
• eight headlines that work--and how to use them
• eleven ways to make your copy more readable
• fifteen ways to open a sales letter
• the nine characteristics of successful print ads
• how to build a successful freelance copywriting practice
• fifteen techniques to ensure your e-mail marketing message
is opened
This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy.

"I don't know a single copywriter whose work would not be improved by reading this book." --David Ogilvy

Editorial Reviews

Review

"This book succeeds on two levels. For beginners, it offers a clear, comprehensive guide to the business of and techniques used in advertising copywriting. And for the professionals behind the typewriter, this book is a valuable back-to-basics tool that should be given a prominent slot on the bookshelf."-Los Angeles Times

About the Author

Robert W. Bly is a freelance copywriter specializing in business-to-business, high-tech, and direct advertising. He is the author of more than sixty books and has appeared on CNBC and CBS's Hard Copy. He lives in Dumont, New Jersey.

See all Editorial Reviews

Product Details

• Paperback: 432 pages
• Publisher: Holt Paperbacks; 3rd edition (April 4, 2006)
• Language: English
• ISBN-10: 0805078045
• ISBN-13: 978-0805078046
• Product Dimensions: 8.2 x 6 x 0.7 inches
• Shipping Weight: 12 ounces (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (36 customer reviews)
• Amazon Best Sellers Rank: #16,208 in Books (See Top 100 in Books)
  • #15 in Books > Business & Investing > Skills > Business Writing
  • #42 in Books > Business & Investing > Marketing & Sales > Advertising
  • #94 in Books > Business & Investing > Job Hunting & Careers > Guides

More About the Author

Robert W. Bly (River Vale, NJ) is a professional writer, speaker and marketing consultant with over 3 decades of experience in business-to-business, high-tech, and direct response marketing. He became a self-made multi-millionaire while still in his 30s. Bob is the author of seventy-seven published books including Careers for Writers (McGraw-Hill/VGM), Secrets of a Freelance Writer (Henry Holt), The Copywriter's Handbook (Henry Holt), The Elements of Technical Writing (Alyn & Bacon) and The Elements of Business Writing (Alyn & Bacon). McGraw-Hill calls Bob Bly "America's top copywriter," and he was named 2007 Copywriter of the Year by American Writers and Artists, Inc. Bob writes regular columns for Target Marketing, a monthly trade publication covering the direct marketing industry; Early to Rise, a daily e-newsletter on business success; and The Writer, a premier monthly magazine providing information and inspiration for writers. The Direct Response Letter, Bob Bly's free e-newsletter, has over 60,000 subscribers.

Check out Bob's blog at http://bly.com/blog or contact him at www.bly.com/contact

Follow Bob:

E-newsletter: www.bly.com/reports
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603

Customer Reviews

Most Helpful Customer Reviews

13 of 14 people found the following review helpful:

5.0 out of 5 stars Review From an SEO Guru & Web Developer, February 9, 2010

By 

Compay (New Orleans, LA) - See all my reviews
(TOP 500 REVIEWER)   

Amazon Verified Purchase

This review is from: The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells (Paperback)

If you want to improve your writing skills for print or the web, this is the book that you need to own. This book is all steak with the fat trimmed off, powerful tips and techniques with absolutely no fluff.

While some of the techniques included in the book aren't unique to copywriting guides, Bly offers his own effective spin on them. In the first 60 pages alone, you're treated to a goldmine of tips on writing effective headlines and crafting easy-to-read copy. Bly tackles copywriting methods for direct mail, catalogs, brochures, websites, and even press releases. Unlike most books on copy, Bly provides great advice on writing for TV commercials and radio spots.

As a Search Engine Optimization guru, I found Bly's take on writing web copy to be extremely refreshing, even if it wasn't new information to me personally. I loved that this was probably the only copywriting book that actually stresses finding the balance between writing copy that sells, and copy that is search engine friendly. Most web design books don't discuss copywriting, and most copywriting authors have no knowledge of writing for search engines. Bly certainly did his homework.

This is an excellent guide for writing copy, especially if you're writing for websites. This book is probably the best investment that you will ever make.

7 of 8 people found the following review helpful:

5.0 out of 5 stars Excellent Source for the Aspiring Freelancer, December 1, 2008

By 

L. Desantis (MA, USA) - See all my reviews
(REAL NAME)   

This review is from: The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells (Paperback)

You will read this book and feel empowered by the information given to you in Robert Bly's familiar, easy to understand prose. As one of the most successful copywriters in existence, I suppose it's hard not to be swept up by his promises of success and instant tips for improving your business writing. But knowing full well that I am at the disposal of a writer who makes a living winning people over, I still allowed myself to be won over by this book.

I am certain that it will continue to serve me well throughout my career and I urge anyone interested in strategic writing to pick up a copy.

7 of 8 people found the following review helpful:

5.0 out of 5 stars Breaks down the basics of writing killer copy, July 28, 2007

By 

Stacy Karacostas "Practical Marketing Expert ... (Seattle, Wa USA) - See all my reviews
(REAL NAME)   

This review is from: The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells (Paperback)

Before I started my own copywriting business years ago, this one was my first books on the subject. And I still refer back to it periodically. Bob Bly is a copywriting legend who is well-known for making the fundamentals of writing great copy easy to understand. Whether you're thinking about a writing career, or just need to make your marketing materials more effective, this is the perfect primer for anyone who wants to learn how to write to sell!