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The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells Paperback – 31 Dec 1990

4.5 out of 5 stars 12 customer reviews

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Product details

  • 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: 11.7 x 2.6 x 25.2 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Bestsellers Rank: 472,233 in Books (See Top 100 in Books)

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.


Customer Reviews

4.5 out of 5 stars
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Top Customer Reviews

Format: 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.
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Format: 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.
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Format: 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.
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Format: Paperback
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. Getting Your Book Published, one of his newest titles has in fact helped me land a publishing deal.
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Format: Paperback
This book should be essential reading for all novice copywriters. It will help you short-cut all the mistakes and angst you'll encounter when you take that first leap into the subject.

Jason Sullock
Marketing Manager & Author: 555 Quick n Dirty Marketing Tips
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Format: Paperback
If you want to know how to do 80's Hard Sales Adverts, this is a great book. Don't expect more than that.
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