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The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells Paperback – April 4, 2006
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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.
More About the Author
Check out Bob's blog at http://bly.com/blog or contact him at www.bly.com/contact
Top Customer Reviews
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.
As for the comments dinging the Bly on his comments about creative advertising... Yes, there is a place for creativity in advertising, but the creativity should never obscure the main purpose of advertising, which is to sell products. As a copywriter, your job is to write the words that get people to pull out their wallets and buy. Are there ads that are both effective and creative? Of course. However, for a copywriter, effective should always come before creative. Never forget that you're playing with other peoples' money, and advertisers want the best bang for their buck.
Note that there have been some revisions for the 3rd edition. The section on computer equipment have been removed. No big loss there, since by definition the technology would be outdated by the time the book went to print. The chapter on freelancing has also been omitted, since Bly devotes an entire book to freelancing, Secrets of a Freelance Writer.
The Copywriter's Handbook will break down the anatomy of what's behind writing a good ad and how to construct good ad copy that sells products. Many copywriting books will tell you to use a bunch of techniques, but never explain the how or why about it. This is why there's so much inconsistent, bad ad copy proliferating. The author helps you understand why you must follow certain principles of constructing ad copy, and why certain techniques work. If you buy this book and actually read and comprehend what's in this book, you will learn how to write better ad copy.
Most Recent Customer Reviews
I use this book in my Advertising class. It supplements another text, but is the better one for the nuts and bolts of how to actually write ads.Published 6 hours ago by Brenda E. Aghahowa
Comprehensive and easy to read and digest. I would recommend this to anyone seeking thorough information on copywriting, be that as the client or copywriter.Published 11 days ago by Melissa Abbott
In case you need a lot of toilet paper when going to the bathroom you can always use this book because that's all it's good for is wiping yourself with if you need it. Read morePublished 22 days ago by J.A.P
I love this book. I will go back to it over and over again. I have also taken notes for quick reference. Read morePublished 1 month ago by Victoria Vallejos
Once again, Robert Bly condenses and shares his years of professional writing, this time concentrating on the genre of copywriting, into a book that any avid writer can enjoy for... Read morePublished 1 month ago by Kenn Caesius
A must-read for anyone studying advertising. Insanely practical and relevant information.Published 2 months ago by Donna Brodber