A book for everyone who writes or edits copy, it reveals dozens of techniques that can help you write ads, commercials, and direct mail that get more attention and sell more products.
Book Description
Editorial Reviews
Amazon.com Review
The Copywriter's Handbook is somewhat out of date. There are no references to Web sites or the Internet, and author Robert W. Bly advises that a freelance copywriter have a good typewriter. No matter. Bly has compiled an incredibly useful resource for budding, and even experienced, copywriters. Bly calls his book "a step-by-step guide to writing copy that sells." And that it is: Bly covers the writing of print ads, direct mail, brochures, catalogues, public-relations material, trade-journal articles, speeches, newsletters, commercials, and more. But equally informative is the substantial amount of space that he devotes to the copywriting business, in which he offers guidance in setting up a freelance copywriting business, getting hired by an ad agency, and hiring and working with copywriters (this section also includes a chapter on graphic design for copywriters). This is a terrific book. If you don't take my word for it, take David Ogilvy's: "I don't know a single copywriter whose work would not be improved by reading this book," he says. "And that includes me." --Jane Steinberg
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
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Customer Reviews
Most Helpful Customer Reviews
156 of 161 people found the following review helpful
All the nuts and bolts you need to start writing like an expert copywriter. Without a doubt, The Copywriter's Handbook is the Bible of the copywriting industry -- and has been for quite some time.When I began my career as a freelance copywriter back in the '80s, I called several gurus and asked for advice. They all referred me to Bob Bly's material. When it comes to teaching the trade and explaining how to break into it, they said, he is king. And I agree.In this single guide, Bly takes you by the hand. He starts with the basics, explaining the purpose of advertising and copywriting in its many forms. He shows how to write winning headlines and body copy for ads, brochures, letters. He gives practical tips on writing for magazines, newspapers, TV, radio, commercial and non-profit groups. He includes tips for designing sales/promotional literature and offers good advice on using art. He gives numerous check lists for improving your copy. He also uses great examples from different industries to illustrate his points.The book is so rich and relevant in content I refer to it all the time. In fact, I have worned out several copies and often buy extras to give to colleagues and clients.One thing readers will appreciate about Bly and his work is his honesty. He's very objective and fair in his assessment of the copywriting business. He offers no hype. And his work is not filled with self-promotional rubbish. Instead, he comes across as a true professional, a real expert and simply a sincere man who actually cares about his readers. No wonder the book keeps getting raved reviews. It was also praised by the lengendary David Ogilvy and other great advertising giants.Another thing readers should note about Bly is that he writes from experience as well as research. Unlike many so-called experts who make their millions from seminars --with little or no experience in actually doing what they teach -- Bly is a working writer. In addition to being a prolific author (with over 50 books published), he makes his living writing winning copy for the top businesses in the country.If you want to learn and master the fundamentals of copywriting, don't waste your money on a $2,000 seminar/program given by a self-proclaimed guru. Instead, spend a few pennies and get this book. It's all you'll need.
62 of 65 people found the following review helpful
Robert Bly is almost universally accepted as the master copywriter, particularly in the area of freelancing. For anyone starting out, and even for professionals, this book is a necessity andmay save you hundreds, if not thousands, of dollars on needless seminars.
It is filled with no-nonsense advice and instruction on the craft of copywriting. It probably truly is the Bible for copywriting. If you are starting out on a path to a career in copywriting, just ask nearly any seasoned pro and they will refer you to Bly's work.
In this volume, Bly explains advertising and copywriting and the many forms they take shape in. He explains how copywriting applies to all manner of promotions and advertising, e.g., headlines and body copy for ads, brochures, letters, article writing, TV, radio, and both commercial and non-profit promotional materials. It is both a definitive how-to and an idea book.
Whether you are starting from scratch and completely clueless or a professional seeking new ideas and approaches, this is a must have book.
55 of 59 people found the following review helpful
Independent writing consultant Robert Bly cuts through all the hype surrounding promotional copywriting and `creativity', with a no-nonsense guide that covers everything.
I too am a copywriter and, for the first time, empathised almost entirely with what a fellow writer was saying.
You see, the subject matter is steeped in misunderstanding. What the aspiring writer needs to know is that almost all copywriting is about selling.
Robert Bly understands this, and communicates it well. He knows it's not about clever headlines; it's not about puns; it's not about abstract concepts. Yes, the copywriter is a salesperson - one who is paid by his clients to sell their products.
This book recognises this with a relish. It urges us to identify the USP (that which makes a product different and saleable) and to put it right up-front, to deliver simple messages that everyone can understand, and to write precisely for the intended audience.
Bly's comprehensive guide covers pr! ints ads, brochures, radio and TV commercials, direct mail and PR material. There are also chapters on getting a great job in an agency, and going freelance.
The only element with which I would take issue is Bly's somewhat dismissive attitude towards graphic design. I can think of many designers and art directors who would be hopping mad over Bly's comments about `fancy visuals' that don't add to the selling process, and about the limited value of white space. Surely someone who has worked so much with designers knows about their contribution to the `pickupability' of advertising material? A minor quibble, but a valid one.
Most Recent Customer Reviews
great book!
I checked this out from the library first, then I decided I had to have it for my marketing/writing career. Bly really knows his stuff!
Published 5 months ago by Jessica
Muy bueno pero se centra en cómo trabajar para una agencia
La primera parte es excelente, con buenas ideas y ejemplos. La segunda parte, de cómo trabajar como copywriter, está enfocada en cómo trabajar para una empresa... Read more
Published on April 18, 2009 by M. Guerrero
Good, but Bly Never Met My Creative Director
As several other reviewers have mentioned, this IS a great back-to-basics handbook for anyone getting into or going back to the business. Read more
Published on August 28, 2006 by Mark A. Brust
Good copywriting guide
This book is easy to read and it's good for beginners and also for professional copywritters to refresh. Good tips and advices
Published on August 2, 2006 by Monpra-on
What is your goal??
First off, I'm an actual copywriter at a real ad agency, and my creative direct would fire me if I presented any of the crap in this book. What is your goa?? Read more
Published on July 24, 2006 by Adam Kitzmann
A good guide to copywriting - practice and business
Robert Bly has written a clear guide for aspiring and established copywriters. He shows you how to write powerful, compelling copy that works for whatever format you need to fill,... Read more
Published on June 12, 2006 by Danny Iny
How To Improving Your Copywriting Skills Immediately
I originally borrowed this book from my local library. After having the due date extended twice, I went to Amazon and bought the book! Read more
Published on March 15, 2006 by David Henning
Buena ayuda!
Compre este libro para mejorar mi habilidad para escribir COPY para promos y comerciales. Lamentablemente no tiene mucha cobertura sobre spots de TV y Radio, sin embargo es de muy... Read more
Published on January 21, 2006 by Gerson A. Sanchez
Excellent Copywriting Resource To Learn From
Bob Bly's "Copywriter's Handbook" is an instant classic that all aspiring copywriters should read - it's a "foundation" piece in which Bob teaches everything needed to understand... Read more
Published on January 8, 2006 by Kenneth Calhoun
Great book for beginners and experienced copywriters
I thought copywriting was going to be quite a challenge for me. Not with this book.
Marketing the skills and experience of individual job seekers came rather easy to me. Read more
Marketing the skills and experience of individual job seekers came rather easy to me. Read more
Published on September 19, 2005 by Angela Betts
Inside This Book
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First Sentence:
executive-there are just too many things competing for your reader's attention. For example: One recent issue of Cosmopolitan magazine contained 275 advertisements. Read the first page Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Unique Selling Proposition, Yellow Pages, Bob Bly, Burger King, Business Marketing, Advertising Age, David Ogilvy, New Jersey, Pinwheel Systems, The Wall Street Journal, Air Force, California Milk Advisory Board, Good Housekeeping, Grey Poupon, John Caples, Len Kirsch, Madison Avenue, The Agency Red Book, Wordy Phrase Concise Substitute, Writer's Digest New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
executive-there are just too many things competing for your reader's attention. For example: One recent issue of Cosmopolitan magazine contained 275 advertisements. Read the first page Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Unique Selling Proposition, Yellow Pages, Bob Bly, Burger King, Business Marketing, Advertising Age, David Ogilvy, New Jersey, Pinwheel Systems, The Wall Street Journal, Air Force, California Milk Advisory Board, Good Housekeeping, Grey Poupon, John Caples, Len Kirsch, Madison Avenue, The Agency Red Book, Wordy Phrase Concise Substitute, Writer's Digest New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 18
books:
See all 18 books this book cites
29
books
cite this book:
See all 29 books citing this book
- How to Promote Your Own Business (Plume) by Jill Blake in Front Matter, and Back Matter
- How to Make Your Advertising Make Money by John Caples in Front Matter, and Back Matter
- The Elements of Style, Fourth Edition by William Strunk Jr. on page 44, and page 95
- To Catch a Mouse Make a Noise like a Cheese by Lewis Kornfeld in Back Matter
- Life Insurance (Includes Reference Manual and Workbook) by Darwin B. Close on page 21
See all 18 books this book cites
- The Online Copywriter's Handbook: Everything You Need to Know to Write Online Copy That Sells by Robert W. Bly on 4 pages
- Professional Tarot: The Business of Reading, Consulting and Teaching by Christine Jette on page 53, Back Matter (1), and Back Matter (2)
- How to Get Happily Published by Judith Appelbaum on page 296, page 321, and page 354
- The Online Copywriter's Handbook : Everything You Need to Know to Write Electronic Copy That Sells by Robert Bly in Front Matter, Back Matter, and Back Cover
- Careers for Writers & Others Who Have a Way with Words by Robert Bly in Back Matter (1), Back Matter (2), and Back Cover
See all 29 books citing this book
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