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Robert W. Bly

The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells, 3rd Edition Paperback – April 4, 2006

by Robert W. Bly (Author)

580 ratings

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The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells (4th Edition)
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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

Print length

432 pages
Language

English
Publisher

Holt Paperbacks
Publication date

April 4, 2006
Dimensions

5.5 x 0.8 x 8.28 inches
ISBN-10

0805078045
ISBN-13

978-0805078046
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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, digital, and direct marketing. He is the author of 100 books, including The Copywriter's Handbook, Secrets of a Freelance Writer, and Selling Your Services, and has appeared on CNBC and CBS's Hard Copy. He lives in Montville, NJ.

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Product details

Publisher ‏ : ‎ Holt Paperbacks; 3rd edition (April 4, 2006)
Language ‏ : ‎ English
Paperback ‏ : ‎ 432 pages
ISBN-10 ‏ : ‎ 0805078045
ISBN-13 ‏ : ‎ 978-0805078046
Item Weight ‏ : ‎ 11.9 ounces
Dimensions ‏ : ‎ 5.5 x 0.8 x 8.28 inches

Best Sellers Rank: #467,309 in Books (See Top 100 in Books)
- #295 in Market Research Business (Books)
- #381 in Business Writing Skills (Books)
- #417 in Direct Marketing (Books)

Customer Reviews:
580 ratings

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Robert W. Bly

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Robert W. Bly (Montville, 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 more than 90 published books including Careers for Writers (McGraw-Hill/VGM), Secrets of a Freelance Writer (Henry Holt), The Copywriter's Handbook (Henry Holt), 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 a column for Target Marketing magazine. 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

5 star		74%
4 star		17%
3 star		6%
2 star		2%
1 star		2%

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Joshua Lee Henry

Total Rip-Off

Reviewed in the United States on March 9, 2018

Verified Purchase

Total Rip-Off

That’s exactly what I thought after finishing The Copywriter’s Handbook: A Step-By-Step Guide to Writing Copy That Sells (St. Martin’s Griffin, 2005) by Robert W. Bly.

When comparing the crazy amount of value imbedded within these pages, to the small price tag I spent on it, I felt as though I had totally and completely ripped Mr. Bly off.

The cost to value ratio is so unbalanced, you’d be a fool not to immediately buy and devour this book.

The Copywriter’s Handbook will literally help you leapfrog the competition by accessing a treasure trove of Bly’s experiences through his many years of writing successful ads.

Seriously, this is one of the most practical and tactical books on copywriting that I have ever read.

In The Copywriter’s Handbook you will learn:

• 38 headline examples
• The 4 - “U’s” of great copy
• 15 ways to open a sales letter
• The 10 - point criteria of ads that sell
• 11 ways to make your writing more readable
• 22 reasons why people might buy your product
• The 7 questions you must ask about your audience

Whether you’re a novice to writing copy, a veteran of the craft, a small business owner looking to increase profits, or a solopreneur looking to start a side-hustle with the written word, you will find answers to your most relevant and pressing questions.

Additionally, Mr. Bly writes and speaks in a totally approachable and personal manner.

He’s wisdom gently rolls off the pages just like you would expect coming from a passionate master and caring mentor.

I’m buying and studying more of Bob’s books (several of which he personally recommended for my specific situation) to grow my business.

5 Stars all day.

Joshua Lee Henry, M.A. & MBA Essentials, Salesforce
Founder & CEO, Activate Advertising Agency, L.L.C
ActivateMyAdvertising.com

105 people found this helpful

Helpful

Keith Giles

Hands Down: The Best Book on Copywriting EVER

Reviewed in the United States on November 2, 2018

Verified Purchase

I found myself nodding and sometimes pumping my fist in the air as I read this.

Clear. Concise. Relevant.

I wish someone had handed me this book 11 years ago and then I wouldn't have had to learn everything in it the hard way.

18 people found this helpful

Helpful

Victoria Vallejos

Fantastically written and full of helpful information.

Reviewed in the United States on January 4, 2016

Verified Purchase

I love this book. I will go back to it over and over again. I have also taken notes for quick reference. This book is brilliantly written and felt like a mentor was having a conversation with me. As I read it, questions would come to mind and before I knew it I was reading answers to my questions. Is the author reading my mind? Of course not, but it sure felt that way. I am a very blunt and direct person and that is how this book is written. It does a fantastic job of giving you a clear picture of what copywriting is and how it differs from other types of writing.
I could go on all day about this book. If you need to understand copywriting and what is expected from copywriters, this book is a must-have!

20 people found this helpful

Helpful

Becky Blanton

This is the only book you'll ever need to be a copywriter

Reviewed in the United States on May 22, 2020

Verified Purchase

I'm a copywriter, ghostwriter, and former journalist. I learned a ton of stuff from this I never knew. It's assembled in an easy to read format, casual but professional and anyone from a beginner to a pro can benefit from owning this. I gave away all my other copywriting books after I read this. I don't need any of the others. They had a few of the tricks of the trade, but this has them all. Truly the Bible of Copywriting.

4 people found this helpful

Helpful

Anup Vidwans

An Essential Part of my Tool Kit

Reviewed in the United States on May 25, 2019

Verified Purchase

Right from the first page, the book is chock full of practical knowledge on how to better pitch your services or ideas - across a variety of mediums. As an example, it reminded me once again how important Headlines are in everything we do. Whether it is to pitch an idea or draw attention to your advertisement or sell a product. The best headlines get attention, draw the right customer into knowing more about your service, and most importantly allow a marketeer to sell something in under 5 seconds. In the words of David Ogilvy, “If you haven’t done some selling in your headline, you have wasted 80 percent of your client’s money.”

The book is full of gems that have sharpened how I think about writing and presenting so I can work better with my marketing partners. It is now an essential part of my tool kit. I highly recommend it to all those interested in pitching services or ideas to their customers.

3 people found this helpful

Helpful

King Family

Professional Development for New Copywriters

Reviewed in the United States on July 12, 2017

Verified Purchase

This is phenomenally helpful! As an intern trying to figure out the copywriting world, this book has been on par with a human writing mentor. I get so much concrete advice that has everyday impact on my work.

14 people found this helpful

Helpful

D

Good reference and learning tool for writing sales copy!

Reviewed in the United States on July 13, 2017

Verified Purchase

I must say that I am pleased with this copywriter's handbook. I wasn't sure what to expect from the content as it was purchased based on the reviews I read. I took a chance and i feel it was a good investment for my marketing library. It gives recommendations and structure to make sale letters (copy). It could use an update but is still super relevant for writing sales copy. I highly recommend this book to anyone who is serious about learning how to be a marketer and on selling with words.

5 people found this helpful

Helpful

Ari

good starter book

Reviewed in the United States on January 16, 2019

Verified Purchase

I bought this book as my first copywriting book. I thought it was pretty good, especially the first few chapters, and then the chapter on writing to sell and writing for web content. I did feel that some aspects of the book felt slightly outdated, but it doesn't really take away from the overall message.

3 people found this helpful

Helpful

Top reviews from other countries

Paul Simister

A good guide for someone who wants to be a freelance copywriter

Reviewed in the United Kingdom on December 8, 2015

Verified Purchase

This is considered to be a modern classic. Advertising legend David Ogilvy wrote "I don't know a single copywriter whose work would not be improved by reading this book. And that includes me."

I bought it after a recommendation from a client who was a copywriter and because of the rave reviews on Amazon.com. The back cover says that it is for anyone who writes or approves copy including entrepreneurs. I see it more for beginners and aspiring freelance copywriters.

It is well written and very easy to read. The scope is very broad with chapters on print advertisements, direct mail, brochures, public relations, commercials and multi-media, websites and emails. It also covers the issues of how to get as a job as a copywriter and how to hire and work with copywriters. The final chapter is an introduction to graphic design issues.

There is a good chapter on headlines which is often the most essential element of copy since it is the "ad for the ad". However the book is short of wows. I didn't find myself rushing to update my notes or reaching for the highlighting pen too often.

It is recommended for anyone wanting to become a freelance copywriter since it has such a wide scope. However I would also encourage you to spend time reading the direct response classics from Joe Sugarman, Claude Hopkins, Gary Halbert, David Ogilvy, Victor Schwab, Dan Kennedy etc.

About my book reviews - My goal is to help you to find the best business advice. I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.

Paul Simister, a business coach who helps business owners who are stuck, get unstuck.

11 people found this helpful

Mr. C. Gaynor

Your Copywriting Success Starts Here

Reviewed in the United Kingdom on September 27, 2017

Verified Purchase

Lots of juicy actionable nuggets in this book. Dip into it when you want, where you want, how you want.

Useful tips on writing headlines, formatting sales letters and general tips on what to say in different types of copy...

It's all broken down into organised chapters so you don't get information overload...

Just a great book that will get you eager to test out your copywriting skills straight after reading first three chapters!

Awesome!

One person found this helpful

James M Williams

Fantastic book for new copy writers

Reviewed in the United Kingdom on August 7, 2015

Verified Purchase

I bought this book to try and improve my sales copy, overall it's a great read and I love how there are inspiring quotes throughout the book. When I read the book I was a complete novice to copy writing and needed to work on writing headlines. Some great insights and case studies, very useful for anyone starting out or even someone who's been writing copy for a while.

james callander

Basic for learners

Reviewed in the United Kingdom on November 4, 2019

Verified Purchase

No clear examples from the writer which I think you need , most of what was said I knew or was common sense. The world has moved in since 1985. Direct response and SEO barely covered.

Thing Reviewer

Has nice checklists though

Reviewed in the United Kingdom on February 2, 2017

Verified Purchase

Interesting. A little low of facts and high on opinion, but such is the nature of this field.

Has nice checklists though.

One person found this helpful

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The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells, 3rd Edition Paperback – April 4, 2006

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Robert W. Bly

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