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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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The book is fairly exhaustive, covering what copywriting is, how to write based on your intent (i.e. to communicate, to sell, etc.), writing for different types of copywriting assignments (direct mail, web/email, PR materials, brochures/catalogs), even how to get a job as a copywriter or hire one yourself. The back of the book also contains valuable appendices for trade periodicals, websites, books, and organizations.
The book is fantastic by itself, but its main focus is on the copywriting industry. For those who are looking to start and maintain their own freelance copywriting business, I strongly recommend The Well-Fed Writer: Financial Self-Sufficiency as a Commercial Freelancer in Six Months or Less to accompany this book. Between the two, no stone is left unturned.
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.