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
Publication date : April 4, 2006
Edition : 3rd
Language : English
Print length : 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: #1,148,991 in Books (See Top 100 in Books) #126 in Direct Marketing (Books) #239 in Business Aspects of Writing #444 in Business Writing Skills (Books)
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Top Amazon Reviews
Format: Paperback
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
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Reviewed in the United States on March 9, 2018 by Joshua Lee Henry
Format: Paperback
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.
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Reviewed in the United States on February 10, 2010 by Sandor Clegane
Format: Paperback
I was very skeptical buying this book at first, considering there are many like it on Amazon that are authored by what I call "rip-off" authors who recycle common information into book form and have a legion of their buddies write good reviews (which they reciprocate for their rip-off buddies). I was pleasantly surprised, however, with this book. The author present very straightforward, no-nonsense, and practical advice on writing good copy. I'm no copywriter/expert, and so the information for a beginner here is certainly very valuable, helpful, and easy to follow and apply. I didn't buy this book with the intention of becoming a copywriter, only to avoid the massive fees some of them charge, and help my business grow. And, I can safely say, that applying these techniques did help my business grow, not exponentially, but better than nothing. I look forward to reading other, more in-depth, specialized, and advanced technique books by this author.
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Reviewed in the United States on November 8, 2007 by Robert
The knock that some reviewers gave on this book is that its just contains basic copywriting principles for beginners. Have you guys noticed a lot of the print and television advertising? Mostly cute, gimmicky filler that doesn't do the job of selling products. I remember a few years ago when the media blasted the SaleGenie.com Super Bowl ads for "not being entertaining enough" and being a "major fail." Many media outlets blasted SalesGenie.com for running ineffective ads and not knowing who their target audience is. They were wrong and so are the reviewers who criticized this book. By the way, SalesGenie.com GAINED 10,000 SUBSCRIBERS by Monday morning --the very next day. That was over $21 million in annual subscription sales. So much for not knowing their target market and target audience. It wasn't a cute commercial, but it was great sales copy that targeted underperforming sales professionals looking to gain a competitive edge over their peers. In fact, the SaleGenie.com commercial had the best ad copy, and it followed many of the principles explained in this book. The Copywriter's Handbook will break down the anatomy of what's behind writing a good ad and how to construct good ad copy that sells products. Many copywriting books will tell you to use a bunch of techniques, but never explain the how or why about it. This is why there's so much inconsistent, bad ad copy proliferating. The author helps you understand why you must follow certain principles of constructing ad copy, and why certain techniques work. If you buy this book and actually read and comprehend what's in this book, you will learn how to write better ad copy.
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Reviewed in the United States on November 3, 2012 by Amazon Customer
Format: Paperback
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.
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Reviewed in the United States on March 29, 2007 by Monty Rainey
Format: Paperback
This is a fantastic primer for those looking to learn about the copywriting industry, whether they simply want to know what a copywriter does, or are looking to become one themselves. 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.
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Reviewed in the United States on April 20, 2011 by DALwrites
Format: Paperback
If you're a practicing copywriter and don't know what a brochure is -- ummmmm...I hate to be the bearer of bad news, but perhaps you should consider another career. Yes, this book actually defines what a brochure is. I am shocked to see that experienced copywriters found it useful. The advice is rudimentary at best. I gave it three stars because a) basic information has its place and b) I didn't want to tarnish the rating. It was my mistake to buy it. If you're looking for a book to inspire award-winning creative, get Creative Advertising by Mario Pricken. After devouring it in one sitting, I wrote copy all night long. For fun. On a weekend. And, no, I'm not a sweltering geek. The Kickstart Catalogue is an amazing tool for bringing out your natural talent. It teaches you from the inside out (you'll understand what I mean when you read it).
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Reviewed in the United States on July 27, 2008 by Chovaleoni
Format: Paperback
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.
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Reviewed in the United States on May 25, 2019 by Anup Vidwans