A book for everyone who writes or edits copy, it reveals dozens of techniques that can help you write ads, commercials, and direct mail that get more attention and sell more products.
The Copywriter's Handbook is somewhat out of date. There are no references to Web sites or the Internet, and author Robert W. Bly advises that a freelance copywriter have a good typewriter. No matter. Bly has compiled an incredibly useful resource for budding, and even experienced, copywriters. Bly calls his book "a step-by-step guide to writing copy that sells." And that it is: Bly covers the writing of print ads, direct mail, brochures, catalogues, public-relations material, trade-journal articles, speeches, newsletters, commercials, and more. But equally informative is the substantial amount of space that he devotes to the copywriting business, in which he offers guidance in setting up a freelance copywriting business, getting hired by an ad agency, and hiring and working with copywriters (this section also includes a chapter on graphic design for copywriters). This is a terrific book. If you don't take my word for it, take David Ogilvy's: "I don't know a single copywriter whose work would not be improved by reading this book," he says. "And that includes me." --Jane Steinberg
Customer Reviews:
Avg. Customer Rating: 4.5 / 5.0
Review From an SEO Guru & Web Developer:
If you want to improve your writing skills for print or the web, this is the book that you need to own. This book is all steak with the fat trimmed off, powerful tips and techniques with absolutely no fluff. While some of the techniques included in the book aren't unique to copywriting guides, Bly offers his own effective spin on them. In the first 60 pages alone, you're treated to a goldmine of tips on writing effective headlines and crafting easy-to-read copy. Bly tackles copywriting methods for... more info
Inside the Copywriter's Business:
If you make a living as a copywriter, and you haven't obtained a copy of Robert W Bly's definitive handbook on the subject, it would behoove you to make the purchase now. Every critical piece of information necessary to become a professional copywriter is contained inside the pages of this book. Follow the instructions carefully, and you too could become a professional; chances are, a very good one. Bly takes you inside the copywriter's business and gives you examples of how to write the most effective... more info
Muy bueno pero se centra en cómo trabajar para una agencia:
La primera parte es excelente, con buenas ideas y ejemplos. La segunda parte, de cómo trabajar como copywriter, está enfocada en cómo trabajar para una empresa de publicidad más que en cómo trabajar freelance directamente con los anunciantes. Me hubiese gustado que explicara más esto último. De cualquier manera, es muy recomendable.
The best nuts and bolts guide for writing effective ad copy:
This book is mainly geared towards people wanting to learn hard sell direct response advertising. Sales letters and web advertising are its main focus. There are chapters on other forms of advertising such as brochures and white papers, but IMHO there are other more effective books on soft sell methods. As for the comments dinging the Bly on his comments about creative advertising... Yes, there is a place for creativity in advertising, but the creativity should never obscure the main purpose of... more info
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