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The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells, 3rd Edition

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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 Read more

Publisher ‏ : ‎ Holt Paperbacks; 3rd edition (April 4, 2006)


Language ‏ : ‎ English


Paperback ‏ : ‎ 432 pages


ISBN-10 ‏ : ‎ 0805078045


ISBN-13 ‏ : ‎ 46


Item Weight ‏ : ‎ 13.6 ounces


Dimensions ‏ : ‎ 5.5 x 0.8 x 8.28 inches


Best Sellers Rank: #877,243 in Books (See Top 100 in Books) #455 in Business Writing Skills (Books) #500 in Direct Marketing (Books) #907 in Advertising (Books)


#455 in Business Writing Skills (Books):


#500 in Direct Marketing (Books):


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Top Amazon Reviews

    • Total Rip-Off
Total Rip-Off 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 ActivateMyAdvertising.com ... show more
Reviewed in the United States on March 9, 2018 by Joshua Lee Henry
    • Review From an SEO Guru & Web Developer
If you want to improve your writing skills for print or the web, this is the book that you need to own. This book is all steak with the fat trimmed off, powerful tips and techniques with absolutely no fluff. While some of the techniques included in the book aren't unique to copywriting guides, Bly offers his own effective spin on them. In the first 60 pages alone, you're treated to a goldmine of tips on writing effective headlines and crafting easy-to-read copy. Bly tackles copywriting methods for direct mail, catalogs, brochures, websites, and even press releases. Unlike most books on copy, Bly provides great advice on writing for TV commercials and radio spots. As a Search Engine Optimization guru, I found Bly's take on writing web copy to be extremely refreshing, even if it wasn't new information to me personally. I loved that this was probably the only copywriting book that actually stresses finding the balance between writing copy that sells, and copy that is search engine friendly. Most web design books don't discuss copywriting, and most copywriting authors have no knowledge of writing for search engines. Bly certainly did his homework. This is an excellent guide for writing copy, especially if you're writing for websites. This book is probably the best investment that you will ever make. ... show more
Reviewed in the United States on February 10, 2010 by Sandor Clegane
    • An Essential Part of my Tool Kit
Right from the first page, the book is chock full of practical knowledge on how to better pitch your services or ideas - across a variety of mediums. As an example, it reminded me once again how important Headlines are in everything we do. Whether it is to pitch an idea or draw attention to your advertisement or sell a product. The best headlines get attention, draw the right customer into knowing more about your service, and most importantly allow a marketeer to sell something in under 5 seconds. In the words of David Ogilvy, “If you haven’t done some selling in your headline, you have wasted 80 percent of your client’s money.” The book is full of gems that have sharpened how I think about writing and presenting so I can work better with my marketing partners. It is now an essential part of my tool kit. I highly recommend it to all those interested in pitching services or ideas to their customers. ... show more
Reviewed in the United States on May 25, 2019 by Anup Vidwans
    • Indispensible.
As someone who has done a good bit of commercial writing, but is just now venturing into the "freelance" aspect of the business, I found this book indispensable. Robert Bly is widely recognized as a giant in the business and THE COPYWRITER'S HANDBOOK is a good indicator as to why. Readers will enjoy his straightforward approach to writing copy that sells. I suppose an aspiring copywriter could make it in the business without this book, but why would you want to try? This is nearly 400 pages of advice from Bly's years of experience. The book is well written, well organized, and loaded with helpful information. Just a few of the key things I learned here were such things as rating headlines using the 4 U's, the effective use of bullets in your copy, include headlines in sales brochures where there is often nothing more than a logo, and even the most effective fonts to use. The structure of the book contains valuable information on many aspects of copywriting. Certainly not all-inclusive, but covering a lot of ground and answering a lot of questions along the way. The appendix section guides the reader to further study and other valuable resources. I highly recommend this book. ... show more
Reviewed in the United States on March 29, 2007 by Monty Rainey
    • Fantastically written and full of helpful information.
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! ... show more
Reviewed in the United States on January 4, 2016 by Victoria Vallejos

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