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Synopsis
This is the classic guide to copywriting, now in an entirely revised and updated third edition. This is the ultimate guide for anyone who writes or approves copy, from the master of business-to-business and direct marketing. Copywriters, account managers, freelance writers, entrepreneurs and brand managers: anyone involved in anything in which the written word is used to generate sales needs this book. It reveals dozens of copywriting techniques that will help individuals or employees write ads, commercials and mailings that are clear, persuasive and guaranteed to get attention. Already a standard reference for the advertising trade, "The Copywriter's Handbook" has been revised to include all the essential information for mastering copywriting in the Internet era, including advice on Web and email based copywriting, multimedia presentations, Internet research and source documentation and an updated resource section.It reveals tips for clean, effective copy at every level, including: the eight magic headlines - and how to use them; 11 ways to make copy more readable; 15 ways to open a sales letter; the nine characteristics of successful print ads; and, 15 techniques to ensure email marketing messages get opened. Advice is given on specific application of techniques for common marketing situations and general tips for effective working habits are given to reinforce their effectiveness. For all aspects of an industry where everything could always be a little bit better, this book is the best!
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Most Helpful Customer Reviews
9 of 9 people found the following review helpful
Format:Paperback
Excellent primer on the craft of copywriting. I've read many, and this is up there. Along the way, in addition to his own insights, Bly offers useful edited highlights from some of the wisest names in the trade. Very valuable for anyone wanting to get into the business as a writer and for those, like myself, already doing it. Priceless for anyone whose job is to manage writers and sign off on copy. Should be required reading for all client-side marketing people and agency account execs, particularly for what Bly has to say about writing ads in a vacuum, the importance of knowing your audience as well as you know your product, and about writing ads for them, not for your own amusement. And an excellent reminder about the limits of 'creativity' in marketing. With reference to one of the other reviews of this book, it's not a blast from the past, it's true. You can't gainsay the proof of decades.
2 of 2 people found the following review helpful
Format:Paperback
I found this item a little disappointing. The reviews led me to believe that this book would be something special, but that wasn't the case.
It wasn't all bad, though. The book covered several different areas of copywriting. It also gave specific instructions on how to write text that sells, starting from headline suggestions. That's really good for someone who doesn't have the slightest idea of how to even start a copy for a product. The bad news is, that for an experienced writer, the book doesn't really offer much. Instead of picking something from a list, most people in the field like to design their work from the scratch.
The information was mostly up to date, but the author seemed to have stuck in a mentality that worked in the 80's, but not so much today. For example, he suggests that the headlines should be long and descriptive - while modern research shows that people only read the first 2-3 words of a headline, especially when reading from a screen. He also suggests email and web practices that most people view as disruptive and downright harassing. The author's background in direct advertising shows so much in the text, that it limits the book's usefulness for any other copywriting purposes. He also seems to ignore a lot of the possibilities the modern technology could offer for a copywriter.
At least the book gave me a new perspective for writing copy - the one where only selling is important. This point of view lets me to examine the copy I've written and clean some of the unnecessary fluff from it. But that's pretty much everything I gained from reading the ~400 pages.
It wasn't all bad, though. The book covered several different areas of copywriting. It also gave specific instructions on how to write text that sells, starting from headline suggestions. That's really good for someone who doesn't have the slightest idea of how to even start a copy for a product. The bad news is, that for an experienced writer, the book doesn't really offer much. Instead of picking something from a list, most people in the field like to design their work from the scratch.
The information was mostly up to date, but the author seemed to have stuck in a mentality that worked in the 80's, but not so much today. For example, he suggests that the headlines should be long and descriptive - while modern research shows that people only read the first 2-3 words of a headline, especially when reading from a screen. He also suggests email and web practices that most people view as disruptive and downright harassing. The author's background in direct advertising shows so much in the text, that it limits the book's usefulness for any other copywriting purposes. He also seems to ignore a lot of the possibilities the modern technology could offer for a copywriter.
At least the book gave me a new perspective for writing copy - the one where only selling is important. This point of view lets me to examine the copy I've written and clean some of the unnecessary fluff from it. But that's pretty much everything I gained from reading the ~400 pages.
1 of 1 people found the following review helpful
Format:Paperback
This book is pure genius. It is straight talking, easy to understand, logical and written in a down to earth manner. It has changed how I write my copy forever.
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Most Recent Customer Reviews
Great overview
Good overview of a number of different copywriting elements.
The chapters on print materials were extremely useful, full of tips and hints about making the most of the... Read more
The chapters on print materials were extremely useful, full of tips and hints about making the most of the... Read more
Published 8 months ago by Christine Mes
A timeless classic of copywriting
Yes, it's a bit dated (he talks about typewriters and card indexes) but the basics are all there: clear writing, focus on benefits, never forgetting the target audience, having a... Read more
Published on 9 Jan 2009 by K. Walsh
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