- Paperback: 351 pages
- Publisher: Henry Holt & Company Inc; Revised edition edition (31 Dec 1990)
- Language English
- ISBN-10: 0805011943
- ISBN-13: 978-0805011944
- Product Dimensions: 20.8 x 13.8 x 2.8 cm
- Average Customer Review: 4.6 out of 5 stars See all reviews (7 customer reviews)
- Amazon Bestsellers Rank: 540,908 in Books (See Top 100 in Books)
Did you know you can trade in your old books for an Amazon.co.uk Gift Card to spend on the things you want? Visit the Amazon.co.uk Trade-In Store for more details. |
Product details |
Product Description
Synopsis
Shows how to write effective advertising copy, looks at print ads, direct mail, brochures, catalogs, commercials, and public relations material, and offers advice on freelance and ad agency work.
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
Sell a Digital Version of This Book in the Kindle Store
If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store.
Learn more
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
|
Most Helpful Customer Reviews
20 of 20 people found the following review helpful:
5.0 out of 5 stars
A must-read for every type of writer,
By A Customer
This review is from: The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells (Paperback)
This is the best book I've ever read on the writing process. Bly shows you how to write with the minumum of excess and get right to the point. That's a vital part of copywriting but it's also important in writing generally (and I've been published numerous times, but never written an ad). If you have to have one book to improve your writing, no matter what your style, this is the one.
40 of 42 people found the following review helpful:
5.0 out of 5 stars
Much-misunderstood discipline; easily understood guide,
By A Customer
This review is from: The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells (Paperback)
Independent writing consultant Robert Bly cuts through all the hype surrounding promotional copywriting and `creativity', with a no-nonsense guide that covers everything.I too am a copywriter and, for the first time, empathised almost entirely with what a fellow writer was saying. You see, the subject matter is steeped in misunderstanding. What the aspiring writer needs to know is that almost all copywriting is about selling. Robert Bly understands this, and communicates it well. He knows it's not about clever headlines; it's not about puns; it's not about abstract concepts. Yes, the copywriter is a salesperson - one who is paid by his clients to sell their products. This book recognises this with a relish. It urges us to identify the USP (that which makes a product different and saleable) and to put it right up-front, to deliver simple messages that everyone can understand, and to write precisely for the intended audience. Bly's comprehensive guide covers pr! ints ads, brochures, radio and TV commercials, direct mail and PR material. There are also chapters on getting a great job in an agency, and going freelance. The only element with which I would take issue is Bly's somewhat dismissive attitude towards graphic design. I can think of many designers and art directors who would be hopping mad over Bly's comments about `fancy visuals' that don't add to the selling process, and about the limited value of white space. Surely someone who has worked so much with designers knows about their contribution to the `pickupability' of advertising material? A minor quibble, but a valid one.
8 of 9 people found the following review helpful:
5.0 out of 5 stars
Make the most of your words, in terms of results and income!,
By A Customer
This review is from: The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells (Paperback)
The Copywriter's Handbook is for you whether you prepare your own marketing materials or just want to write a more persuasive proposal or report. I credit a great deal of my success as an author and freelance writer over the past fifteen years to the lessons I've learned from this book. The latest edition is the best yet. The Copywriter's Handbook combines ideas from advertising's top writers with numerous lists, tips, techniques and idea-generators that Bob Bly has developed during his long and successful career. In clear, simple and friendly way, Bob shows you how to plan your message, choose the right approach and fine-tune the building blocks (i.e. headline, lead paragraph, body copy, caption, etc.) of effective ads, brochures, direct-mail, newsletters or radio/TV copy.
Share your thoughts with other customers: Create your own review
Would you like to see more reviews about this item?
|
Most Recent Customer Reviews |
Listmania!
Look for similar items by category
Look for similar items by subject
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
