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The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells
 
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The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells (Paperback)

by Robert W Bly (Author)
4.6 out of 5 stars See all reviews (9 customer reviews)

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Product details

  • Paperback: 368 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 (9 customer reviews)
  • Amazon.co.uk Sales Rank: 261,701 in Books (See Bestsellers in Books)

    Popular in this category:

    #83 in  Books > Business, Finance & Law > Reference & Education > Writing

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Product Description

Review
"This book succeeds on two levels. For beginners, it offers a clear, comprehensive guide to the business of and techniques used in advertising copywriting. And for the professionals behind the typewriter, this book is a valuable back-to-basics tool that should be given a prominent slot on the bookshelf."-"Los Angeles Times"


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.

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The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells
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Customer Reviews

9 Reviews
5 star:
 (7)
4 star:
 (1)
3 star:    (0)
2 star:
 (1)
1 star:    (0)
 
 
 
 
 
Average Customer Review
4.6 out of 5 stars (9 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
17 of 17 people found the following review helpful:
5.0 out of 5 stars A must-read for every type of writer, 11 Aug 1998
By A Customer
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.
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38 of 40 people found the following review helpful:
5.0 out of 5 stars Much-misunderstood discipline; easily understood guide, 5 Aug 1998
By A Customer
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.

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10 of 10 people found the following review helpful:
5.0 out of 5 stars Can't argue with any of this, 4 Dec 2006
This review is from: The Copywriter's Handbook: A Step-by-step Guide to Writing Copy That Sells (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.
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Most Recent Customer Reviews

4.0 out of 5 stars 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 6 months ago by K. Walsh

2.0 out of 5 stars Blast from the past!
If you want to know how to do 80's Hard Sales Adverts, this is a great book. Don't expect more than that.
Published on 19 Feb 2004 by feder3pixels

5.0 out of 5 stars The Best Book I've Read About Writing Persuasively
This book is the best book I've ever read about how to write persuasively, to sell, to convince other people about your point of view.
Published on 27 Aug 1999

5.0 out of 5 stars A great resource, check out Bly'sGetting Your Book Published
This is a fantastic resource guide and I simply loved it. I have read many of Bly's works and they are all equally insightful and full of info. Read more
Published on 4 Oct 1998

5.0 out of 5 stars A terrific book full of useful advice for anyone who writes.
This is one of the most useful books I have ever come across. With power and wit, Bly provides the essentials of persuasive writing. Read more
Published on 23 Jul 1998

5.0 out of 5 stars Make the most of your words, in terms of results and income!
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. Read more
Published on 20 Dec 1997

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