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The Online Copywriter's Handbook : Everything You Need to Know to Write Electronic Copy That Sells Paperback – February 20, 2003

by Robert Bly (Author)

4.1 42 ratings

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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 Publisher

Robert W. Bly is an award-winning copywriter and consultant whose clients include IBM, AT&T, BOC Group, and other multinational organizations. One of the top copywriting experts in the world, Bly is the author of nearly fifty successful business and marketing books, including The Copywriter's Handbook, Internet Direct Mail, and Business-to-Business Direct Marketing. He is a winner of the Direct Marketing Association's Gold Echo Award, the Web Marketing Association's Standard of Excellence Award, and numerous other honors and awards.

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!

About the Author

Robert W. Bly is an award-winning copywriter and consultant whose clients include IBM, AT&T, BOC Group, and other multinational organizations. One of the top copywriting experts in the world, Bly is the author of nearly fifty successful business and marketing books, including The Copywriter's Handbook, Internet Direct Mail, and Business-to-Business Direct Marketing. He is a winner of the Direct Marketing Association's Gold Echo Award, the Web Marketing Association's Standard of Excellence Award, and numerous other honors and awards.

Print length

336 pages
Language

English
Publisher

McGraw Hill
Publication date

February 20, 2003
Dimensions

5.9 x 0.78 x 8.9 inches
ISBN-10

0658020994
ISBN-13

978-0658020995
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Product details

Publisher ‏ : ‎ McGraw Hill; 2nd edition (February 20, 2003)
Language ‏ : ‎ English
Paperback ‏ : ‎ 336 pages
ISBN-10 ‏ : ‎ 0658020994
ISBN-13 ‏ : ‎ 978-0658020995
Item Weight ‏ : ‎ 1.22 pounds
Dimensions ‏ : ‎ 5.9 x 0.78 x 8.9 inches

Best Sellers Rank: #1,987,646 in Books (See Top 100 in Books)
- #2,346 in Advertising (Books)
- #2,389 in Web Marketing (Books)
- #2,732 in Journalism Writing Reference (Books)

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4.1 42 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

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4.1 out of 5

42 global ratings

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GLM

Bly does it again....Online!

Reviewed in the United States on March 20, 2002

Verified Purchase

Bob Bly has done it again. He has made his case about the importance of copy (i.e. content)--but in the total scheme of the online universe.
While many online marketers depend on flashy graphics or the latest "bleeding edge" technology to attract customers, Bly rightfully asks "What does your site have to keep them there?" He argues that it is selling copy that keeps the reader at your site instead of wondering elsewhere. And he backs up his arguments in a solid manner.
Bly covers the basics of persuasive online copy but more importantly, he analyzes the differences between print copy and online copy. Knowing these differences will enable one to effectively craft copy for the online world without making some of the usual mistakes that web site content providers make.
Like all of his titles, the book is lucid, filled with examples and anecdotes, and of course, contains information on how to adapt your hard-working copy to the online environment. If you're a marketer, copywriter, or just someone who's interested in the subject, this is the book to buy.
Highly recommended.

6 people found this helpful

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TheTonester

Too many copywriting rules, not enough tech.

Reviewed in the United States on December 30, 2006

Verified Purchase

This book was very similar to Bly's previous books which went through the basic tenets of copywriting. He does a great job of transferring the "writing to sell" principles to web pages in this book, but I wish he would have touched more on the technical aspects. Many writers are looking to learn how to approach writing for Flash or any new web language of the day... and we need something that brings us into that territory. With this book, it was close but no cigar.

5 people found this helpful

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Larry Ford

Copywriter's Staple

Reviewed in the United States on February 4, 2015

Verified Purchase

If you are a copywriter, this book should be a staple of your library. Bob Bly is one of the best copywriters in the industry today. This book would be a bargain at ten times the price.

One person found this helpful

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James D Alvord

An enjoyable and educational read.

Reviewed in the United States on December 24, 2012

Verified Purchase

A lot of this information was already known as I've been writing on the web for years. but I learned some new twists and will be a better writer on my websites because of this book.

One person found this helpful

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Amazon Customer

This is an amazing book by Bob Bly

Reviewed in the United States on October 21, 2015

Verified Purchase

This is an amazing book by Bob Bly, the highest paid copywriter in the world today (or at least one of them!), and must be read by anyone seriously considering online copywriting as a true profession.

2 people found this helpful

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AJ

One Star

Reviewed in the United States on November 30, 2014

dumb

Master writing for your website

Reviewed in the United States on August 15, 2010

Verified Purchase

This book is very informative and enlightening if you want to learn how to do your own writing for your website. It's very comprehensive and has additional resources to assist you in this endeavor. I highly recommend this book!

Reviewed in the United States on April 27, 2013

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I have not yet finished reading this book. I will be able to give you better feedback once I have finished. Resend the survey at a later date.

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Top reviews from other countries

Nick Penney

Bob Bly books...

Reviewed in the United Kingdom on June 1, 2010

Verified Purchase

Bob Bly's 'Online Copywriter's Handbook' is an excellent resource. I've bought other books by Bly before, and his information is always solid and readily applicable.
As an web copywriter I have studied a wide variety of material for my ongoing education.
Bob's stuff is as good as anything I've seen.
Some people have a problem with his 'Americanisms' but I suggest you look past where he comes from (and is therefore naturally influenced by) and enjoy the excellent information in the book.
If you're putting together your own website this is a good place to start.
Nick

Carina Kwok

Basic information to get you started

Reviewed in Canada on November 4, 2012

Verified Purchase

I purchased this book for work. It gives a good foundation in general copywriting and lots of information on writing for online audiences.

But I only gave it three stars because I wanted to know more of the "why". For example, why write shorter paragraphs online than in print? The author doesn't spend much time answering those questions I had. It was disappointing because I was really hoping to learn what was different about online copywriting, in order to improve my existing skills. If you need a basic copy book, this is a decent one (it just wasn't what I needed).

Richard Leader

The Good, the Bad, and the Plain Wrong

Reviewed in the United Kingdom on November 26, 2002

Verified Purchase

This book is curious - there is much in it that is good. But there are some glaring problems with it too.
First up: It is not a "handbook" as the title suggests - a handbook to me is a reference tool that you can dip in and out of more easily than this book.
Secondly: Bly is a marketing specialist - and seems to see the web almost entirely as a marketing tool. This is naive.
Thirdly: Bly needs to get a passport. The book is so American in tone, it isn't true! How about this from the opening chapter: "Prospects speak and read English (or their native language if they live outside of the United States)". It might surprise Bly that English comes from... England!
Fourthly: (And more seriously) Bly is inaccurate on some usability and technology points. He claims that Flash is merely an animation tool to be used "like a PowerPoint slide show". Flash when well used is an extremely dynamic interactive tool. He also claims it is good practice to underline text to make it stand out. Many usability experts would disagree.
These (quite serious) points aside, there is some good content in this book. But I think others say it better. Bly maybe a good marketer, but I don't think he's the best online marketer. Sorry.

27 people found this helpful

Thomas P

Extremely useful for anyone looking to write better copy on their website

Reviewed in the United Kingdom on March 28, 2019

Verified Purchase

Breaks down the exact strategies and points for selling through copy and content. Would recommend.

DJ

Old and outdated

Reviewed in the United Kingdom on September 27, 2018

Verified Purchase

Old. Too old to be useful any more, it was clear after chapter 1.

One person found this helpful

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