- Paperback: 432 pages
- Publisher: Holt Paperbacks; 3rd edition (April 4, 2006)
- Language: English
- ISBN-10: 0805078045
- ISBN-13: 978-0805078046
- Product Dimensions: 5.5 x 0.8 x 8.3 inches
- Shipping Weight: 1.7 pounds (View shipping rates and policies)
- Average Customer Review: 199 customer reviews
- Amazon Best Sellers Rank: #13,768 in Books (See Top 100 in Books)
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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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“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.
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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
Here we go.
This book helped me lauch my carreer. The first job I got using it's sales techniques to get the job, paid for the book back. This book doesn't cover just sales letters, which most newby copywriters are fooled into thinking are the only form of copywriting that exists.
No, it covers all possible assignments you could possibly get. From product catalogues ( lucrative I tell ya...LUCRATIVE ) to webcopy to sales letters and direct mail.
And yes, classified ads are there too.
This book cover more than copy. It's a course in good writing. Even if you don't want to b a copywriter I'd still recomend you get it just to learn how to write good, clear writing.
But remember, the only thing it doesn't cover is how to make it as a freelancer.
The Copywriters handbook is a very concentrated guide into the distinct genre of Copywriting - the literary art of writing to promote a business or service - that the author created from years of first-hand experience. In little more than 400 pages, Mr. Bly covers the entire process from a basic introduction to copywriting and the method to creating good generic copy to insightful elaborations about the necessary elements to specific forms of advertising - newspaper, direct mail, brochures, and web. In the third edition, the author updates his book about his thoughts and methods about applying his methods to writing for direct e-mail and webpages. Finally, the book has chapters about becoming and working with a copywriter - its essential reading in case if you decide to take the next step in copywriting.
In some odd way, I have really enjoyed the books by the author. Compared to other forms of writing, professional writing for business and industry is superficially a very dry genre but the author delves into a depth and resurfaces with insights into writing that any writer of any skill can appreciate and apply. I have written tens of hundreds of reviews for Amazon and only later applied Mr. Bly’s principles of testimonials and customer benefits as a selling point. Although the Author only touches on social media, it is not difficult to repurpose the same information on headlines and webpage content to twitter and facebook posts.
It is an incredible book on writing - if you have something to say about a product or service you are offering, you have even more reason to at least borrow a copy from the local library if they have it. Foregoing gimmicks, every page is packed with advice, samples, and anecdotes from a professional writer that will give your own written promotions an extra edge. Now on the Kindle, you can have your copy as fast as your internet connection allows and the on the Kindle Fire series, you can the text read aloud to you.