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The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells (4th Edition) Paperback – Illustrated, April 7, 2020
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The classic guide to copywriting, now in an entirely updated fourth edition
This is a book for everyone who writes or approves copy: copywriters, multichannel marketers, creative directors, freelance writers, marketing managers . . . even small business owners and information marketers. It reveals dozens of copywriting techniques that can help you write both print and online ads, emails, and websites that are clear, persuasive, and get more attention―and sell more products.
Among the tips revealed:
* 8 headlines that work--and how to use them
* The 5-step “Motivating Sequence” for generating more sales and profits
* 10 tips for boosting landing page conversion rates
* 15 techniques to ensure your emails get high open and click-through rates
* How to create powerful “lead magnets” that double response rates
* The “4 S” formula for making your copy clear, concise, and compelling
This thoroughly revised fourth edition includes all new essential information for mastering copywriting in the digital age, including advice on content marketing, online videos, and high-conversion landing pages, as well as entirely updated resources.
Now more indispensable than ever, Robert W. Bly's The Copywriter's Handbook remains the ultimate guide for people who write or work with copy.
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"I don't know a single copywriter whose work would not be improved by reading this book. And that includes me." ―David Ogilvy
"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 professionals behind a typewriter, the book is a valuable back-to-basics tool that should be given a prominent slot on the bookshelf."―The Los Angeles Times
"The Copywriter's Handbook should become essential equipment not only for young writers but also those in supervisory positions and on the client side." ―Ad Day
"Bob Bly's step-by-step guide remains, in my view, the best single volume available on the subject of copywriting. Its advice is down-to-earth and practical." ―Roger Parker, Audio Times
About the Author
- Publisher : St. Martin's Griffin; 4th ed. edition (April 7, 2020)
- Language : English
- Paperback : 496 pages
- ISBN-10 : 1250238013
- ISBN-13 : 978-1250238016
- Item Weight : 14.4 ounces
- Dimensions : 5.38 x 1.31 x 8.21 inches
- Best Sellers Rank: #35,772 in Books (See Top 100 in Books)
- Customer Reviews:
About the author
Top reviews from the United States
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This is by no means a bad book. I think that the first few chapters are the most important thing you can read. They discuss the psychology of how to get people to click through to your content. The chapters also focus on how to get people to stay engaged with the content and how to get them to take action.
If you're going to buy this book I highly recommend you read the first five chapters as they are the main educational sections of the book. After that, you're going to want to read the chapters on digital marketing. I personally would skip the sections that talk about radio and TV and physical mail.
What's also good about the book is that it will give you a few ideas about where you can go and do further research about what you want to write about. Maybe you want to do landing pages as a main source, or maybe email marketing. The books doesn't try and force you to be a master at everything - instead it introduces the fundamental psychology associated with copywriting in general, then introduces you to various disciplines of copywriting. It's up to you if you want to explore each one after you're done with the book.
Overall, I recommend the book - but I would not use this as my only resource.
As a disclaimer I am about 1/3 of the way through this book. However, I cannot help but notice that the author has chosen to recycle ideas numerous times throughout the first few chapters of the book. I completely understand that important points require time and attention. However, I when I am told that I must "identify the problem" that my client's product/service can help fix... for the 8th time... I cannot help but want to skip over large sections of the prose. I feel that this book could have been consolidated into fewer pages. When I am done I will update this review. However, as of right now I am 33% finished and can say I have stumbled upon quite a lot recycled content.
He breaks down his advice, terms, and concepts so simple that even the most beginning of copywriters would understand!
There's also advice on how to write emails, e-newsletters, website copy, funnels, and more!
Se detalla desde las nociones más básicas hasta estructurar piezas de facebook ads o email marketing, en ese sentido está muy actualizado.
Top reviews from other countries
My copy was pretty, witty and nice to read, but was not converting to sales and this meant the copy wasn't working.
In a mad dash to improve I bought this along with 7-8 other books, they have all been useful but The Copywriter's Handbook has blown me away due to:
- Clear steps to take
- Helpful checklists to follow
- Short and simple examples to read
- Engaging writing which doesn't dwell on the details
Thoroughly enjoying this book and find it hard to put down it's changing the way I write and also think about copy for my business and the proof will be in the bank balance...
Reviewed in the United Kingdom on September 22, 2021