Download The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells, by Robert W. Bly
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The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells, by Robert W. Bly
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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
Product details
Paperback: 432 pages
Publisher: Holt Paperbacks; 3rd edition (April 4, 2006)
Language: English
ISBN-10: 0805078045
ISBN-13: 978-0805078046
Product Dimensions:
5.7 x 0.8 x 8.2 inches
Shipping Weight: 13.9 ounces (View shipping rates and policies)
Average Customer Review:
4.5 out of 5 stars
262 customer reviews
Amazon Best Sellers Rank:
#13,171 in Books (See Top 100 in Books)
Total Rip-OffThat’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 audienceWhether 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, SalesforceFounder & CEO, Activate Advertising Agency, L.L.CActivateMyAdvertising.com
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!
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.
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.
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.
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.
He makes it easy to understand and it's an enjoyable read. (He's not trying to impress the reader, he's trying to teach the reader!) For me, it's invaluable data, I know it will help me a lot.
I started my online journey in 2009 and basically was having a lot of fun creating YouTube videos, blogging and podcasting. In 2013 started getting serious about my business and invested in a coach. I began hearing terms like headlines, sales pages, swipe files and more. I began researching these terms and found out about copywriting. I immediately saw the need to gain a basic understanding of copywriting so that my business could excel. Studying copywriting became important for me. I think that this handbook is absolutely amazing and full of examples for direct mail, brochures, catalogs, sales material and even commercials. If you want to succeed in any business online you want to make sure that you are writing headlines that get attention and this book will definitely help.
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