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The Online Copywriter's Handbook : Everything You Need to Know to Write Electronic Copy That Sells (Paperback)

by Robert Bly (Author) "IN THE WORLD of offline direct marketing-the world I come from-copywriters are high on the totem poll..." (more)
Key Phrases: online writers, landing page, splash pages, United States, Network Solutions, Fog Index (more...)

3.5 out of 5 stars See all reviews (19 customer reviews)

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Editorial Reviews

Product Description
The Web has developed its own set of rules and attitudes for writing hard-hitting marketing copy. Robert Bly's The Online Copywriter's Handbook is the first practical and authoritative guide to what exactly those rules are and how they differ from writing for print audiences. From novices just taking their first copywriting steps to veterans looking to add impact and results to their online efforts, it covers everything from general fundamentals of writing effective copy to specific Web copywriting tips and traps.

From the Back Cover
Today's #1 copywriter shows you how to grab attention and drive sales with customer-focused, results-based Web copy

In The Online Copywriter's Handbook, Robert Bly--one of the world's most honored copywriters and the bestselling author of The Copywriter's Handbook-- turns his attention to the unlimited marketplace of the Internet. The result? The first book to apply long-established persuasive techniques to the interactive capabilities and unique possibilities of the Web.

While the psychological hot buttons and decision drivers may be similar, the techniques of persuasion online are different--often dramatically different! Look to The Online Copywriter's Handbook for inside tips on how to write brilliant copy for:

Websites
Home pages
Internet direct mail
Banner ads
Landing pages
E-zines
Web-based documents
And more!

Let today's master copywriter show you how to take your online copywriting to the next level of effectiveness, success, and profitable results!

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Product Details

Paperback: 336 pages
Publisher: McGraw-Hill; 2 edition (January 30, 2003)
Language: English
ISBN-10: 0658020994
ISBN-13: 978-0658020995
Product Dimensions: 8.9 x 5.9 x 0.8 inches
Shipping Weight: 1 pounds (View shipping rates and policies)

Average Customer Review: 3.5 out of 5 stars See all reviews (19 customer reviews)

Amazon.com Sales Rank: #115,910 in Books (See Bestsellers in Books)
Popular in these categories: (What's this?)
#32 in Books > Reference > Writing > Editing
#88 in Books > Nonfiction > Law > Intellectual Property

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Inside This Book (learn more)

First Sentence:
IN THE WORLD of offline direct marketing-the world I come from-copywriters are high on the totem poll. Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
online writers, landing page, splash pages, team charts, online copy, online writing, offline world, marketing documents, straight text, data labels, long copy, online document, body copy

Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Network Solutions, Fog Index, Lucent Technologies, World Wide Web, Web Business, American Demographics, David Yale, Nick Usborne, The Elements of Style, The Knot, United Kingdom, Entertainment Weekly, Jakob Nielsen, Joe Vitale, Jupiter Communications, Yellow Pages

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Books on Related Topics | Concordance | Text Stats

Citations (learn more)

This book cites 26 books:

The Elements of Style, Fourth Edition by William Strunk Jr. on page 149, page 255, and page 256
Being Direct: Making Advertising Pay by Lester Wunderman on page 23, and Back Matter
Art of Readable Writing by Rudolf Flesch on page 70, and Back Matter
Writing Effective E-Mail: Improving Your Electronic Communication (Crisp Fifty-Minute Series) by Nancy Flynn in Back Matter
Clear and Simple As the Truth: Writing Classic Prose by Francis-Noel Thomas in Back Matter

See all 26 books this book cites

6 books cite this book:

The Online Copywriter's Handbook: Everything You Need to Know to Write Online Copy That Sells by Robert W. Bly in Front Flap, Back Flap, and Back Cover
Careers for Writers & Others Who Have a Way with Words by Robert Bly in Back Matter, and Back Cover
The Online Rules of Successful Companies: The Fool-Proof Guide to Building Profits by Robin Miller in Back Matter
Persuasive Online Copywriting: How to Take Your Words to the Bank by Bryan Eisenberg in Back Matter
Writing for Quick Cash: Turn Your Way with Words into Real Money by Loriann Hoff Oberlin in Back Matter

See all 6 books citing this book

Books on Related Topics (learn more)

Call to Action by Bryan Eisenberg

Discusses:

Web Metrics by Jim Sterne

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Net Words by Nick Usborne

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Content is King by David Mill

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	51% buy the item featured on this page: The Online Copywriter's Handbook : Everything You Need to Know to Write Electronic Copy That Sells 3.5 out of 5 stars (19) $13.57
	24% buy The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells 4.6 out of 5 stars (60) $12.24
	11% buy Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy Every Time 4.4 out of 5 stars (71) $14.93
	7% buy The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters 4.1 out of 5 stars (34) $14.93

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Customer Reviews

19 Reviews

5 star:		(8)
4 star:		(3)
3 star:		(2)
2 star:		(3)
1 star:		(3)

Average Customer Review

3.5 out of 5 stars (19 customer reviews)

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Most Helpful Customer Reviews

42 of 43 people found the following review helpful:

1.0 out of 5 stars Weak, Lacking Depth and Dated material, January 1, 2005

By	Wendell Waldron (Richmond Hill, On, Ontario Canada) - See all my reviews (REAL NAME)

I've read many books in this segment and I would strongly recommend reading Hot Text: Web Writing that Works or Networds. Robert Bly is a "print guy" that thought it would be interesting to write a book on electronic copy. I would say that the first half of the book is written by supposed experts in on-line marketing. The book is crowded with all sorts of references to other people's work. This leads to a very choppy style of reading in my opinion. The author uses case studies from work that he has already completed but rarely does the content match the electronic world. For a book that is written in 2003, the data is incredibly dated. The author is comfortable with using data from 1996 in a book that talks about the ever changing environment of On-Line marketing. Most of the data regarding internet statistics was incredibly dated. The author talks about the principals of good copy writing but rarely goes into any depth with regards to examples of the principals. I found the writing to be lazy to say the least. Clearly this author is capitalizing on the interest of electronic copy. Take out the experts that know about on-line marketing, you're left with an incredibly weak book. Although there are is a lot of expert reference, rarely do the experts go into any depth with regards to their arguments or points. If this book is the only book that you are exposed to within this segment; you might be left thinking that you read an average book. When you compare the book to other books in the same segment, it simply doesn't compare. Not a good book.

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45 of 47 people found the following review helpful:

4.0 out of 5 stars Adequate but not filling, November 3, 2003

By	A. M Wall "SEO Junkie..." (state college, pa United States) - See all my reviews (REAL NAME)

Bob Bly is not a super exciting writer. He describes his own writing as down to earth. There are many gereral details and tips in this book, but if failed to grab me.

I have also read Net Words and Persuasive Online Copywriting. I would recommend either of those books over this, especially Persuasive Online Copywriting.

This book is a step in the right direction, I just think it was done better in the others.

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32 of 37 people found the following review helpful:

2.0 out of 5 stars the title of the book is misleading, August 21, 2003

By	Sergio Beristain "xyztheweb" (Brussels Belgium) - See all my reviews

I have always wanted a guide for writing online. Unfortunately the closest I have come up with is usability's guru: Jacob Nielsen.
Thinking of this book as "copywriting online guide" I thought I have found my solution. Unfortunately, I realized soon that this book is more about marketing online that about writing for the web. It will help you sell, but its only chapter "writing for the Internet" is not the ultimate guide of writing online.

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Most Recent Customer Reviews

2.0 out of 5 stars Stale and dated, actually boring
His "handbook" on copywriting is pretty good, so had high hopes for this, as I specialize in web copy and digital white papers. Read more

Published 1 month ago by Alan C

2.0 out of 5 stars Not up to Bob Bly's normal standards
I like Bob Bly's easy-to-read style. And he usually offers great tips and sage advice. In fact, every now and again, I'll pull out my copy of "The Copywriter's Handbook" for... Read more

Published 7 months ago by CBock

1.0 out of 5 stars Title misleading, content copied from his other handbook
the title is misleading, the content is poor, many examples but no explainings on how to create a similar good copy

content is mostly copied from his other handbook... Read more

Published 15 months ago by Kevin Smith

3.0 out of 5 stars Too many copywriting rules, not enough tech.

This book was very similar to Bly's previous books which went through the basic tenets of copywriting. Read more

Published on December 30, 2006 by TheTonester

4.0 out of 5 stars Bly has great experience and helpful hints
Learning to write content for an effective website is crucial for any business or organization. Not only does Bly recommend good writing practices, he also describes the best way... Read more

Published on February 16, 2006 by B. Swafford

1.0 out of 5 stars Out of date...
This book is totally out of date for 2003 and 2004!

Published on January 14, 2004

4.0 out of 5 stars Home Businesses Need This Book!
Every online business needs to understand how it can improve its appearance on the world wide web and Bly shows us how to do just that. Read more

Published on November 24, 2003 by Alyice Edrich

5.0 out of 5 stars Excellent Book, Made Me Regret My Prior Ads!
I am a small business owner who has been writing his own ads for the past dozen years or so. Simply put, if your ad is not effective, you are throwing away money -- quite... Read more

Published on May 20, 2003 by H. Abboud

5.0 out of 5 stars Bob Bly does it again
I can always count on Bob Bly to cut through the mumbo-jumbo of marketing communications fluff, and provide good, solid advice on how we can get our messages across successfully... Read more

Published on May 20, 2002 by Ruth P. Stevens

5.0 out of 5 stars Absolutely Awesome
Bly's Online Copywriter's Handbook is a comprehensive guide for anyone who aspires to write the copy on their own website. Read more

Published on April 30, 2002 by Maurice Erickson

› See all 19 customer reviews...

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