Product Details

• Amazon Sales Rank: #14302 in Books
• Published on: 2008-05-22
• Original language: English
• Number of items: 1
• Binding: Paperback
• 368 pages

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!

Customer Reviews

Can't argue with any of this
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.

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.

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.