28 of 29 people found the following review helpful
The Good, the Bad, and the Plain Wrong,
Verified Purchase(What is this?)
This review is from: The Online Copywriter's Handbook: Everything You Need to Know to Write Electronic Copy That Sells (Hardcover)
This book is curious - there is much in it that is good. But there are some glaring problems with it too.
First up: It is not a "handbook" as the title suggests - a handbook to me is a reference tool that you can dip in and out of more easily than this book.
Secondly: Bly is a marketing specialist - and seems to see the web almost entirely as a marketing tool. This is naive.
Thirdly: Bly needs to get a passport. The book is so American in tone, it isn't true! How about this from the opening chapter: "Prospects speak and read English (or their native language if they live outside of the United States)". It might surprise Bly that English comes from... England!
Fourthly: (And more seriously) Bly is inaccurate on some usability and technology points. He claims that Flash is merely an animation tool to be used "like a PowerPoint slide show". Flash when well used is an extremely dynamic interactive tool. He also claims it is good practice to underline text to make it stand out. Many usability experts would disagree.
These (quite serious) points aside, there is some good content in this book. But I think others say it better. Bly maybe a good marketer, but I don't think he's the best online marketer. Sorry.