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The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells, 3rd Edition Paperback – April 4, 2006

by Robert W. Bly (Author)
4.6 out of 5 stars 697 ratings
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Purchase options and add-ons

The classic guide to copywriting, now in an entirely updated third edition

This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention―and sell more products.

Among the tips revealed are:
• eight headlines that work―and how to use them
• eleven ways to make your copy more readable
• fifteen ways to open a sales letter
• the nine characteristics of successful print ads
• how to build a successful freelance copywriting practice
• fifteen techniques to ensure your e-mail marketing message is opened

This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy.

"I don't know a single copywriter whose work would not be improved by reading this book." ―David Ogilvy

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  1. Print length
    432 pages
  2. Language
    English
  3. Publisher
    Holt Paperbacks
  4. Publication date
    April 4, 2006
  5. Dimensions
    5.5 x 0.8 x 8.28 inches
  6. ISBN-10
    0805078045
  7. ISBN-13
    978-0805078046
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Editorial Reviews

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

About the Author

Robert W. Bly is a freelance copywriter specializing in business-to-business, digital, and direct marketing. He is the author of 100 books, including The Copywriter's Handbook, Secrets of a Freelance Writer, and Selling Your Services, and has appeared on CNBC and CBS's Hard Copy. He lives in Montville, NJ.

Product details

  • Publisher ‏ : ‎ Holt Paperbacks; 3rd edition (April 4, 2006)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 432 pages
  • ISBN-10 ‏ : ‎ 0805078045
  • ISBN-13 ‏ : ‎ 978-0805078046
  • Item Weight ‏ : ‎ 13.6 ounces
  • Dimensions ‏ : ‎ 5.5 x 0.8 x 8.28 inches
  • Customer Reviews:
    4.6 out of 5 stars 697 ratings

About the author

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Robert W. Bly

Robert W. Bly

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Robert W. Bly (Montville, NJ) is a professional writer, speaker, and marketing consultant with over 3 decades of experience in business-to-business, high-tech, and direct response marketing. He became a self-made multi-millionaire while still in his 30s. Bob is the author of more than 90 published books including Careers for Writers (McGraw-Hill/VGM), Secrets of a Freelance Writer (Henry Holt), The Copywriter's Handbook (Henry Holt), and The Elements of Business Writing (Alyn & Bacon). McGraw-Hill calls Bob Bly "America's top copywriter," and he was named 2007 Copywriter of the Year by American Writers and Artists, Inc. Bob writes a column for Target Marketing magazine. The Direct Response Letter, Bob Bly's free e-newsletter, has over 60,000 subscribers.

Check out Bob's blog at http://bly.com/blog or contact him at www.bly.com/contact

Follow Bob:

E-newsletter: www.bly.com/reports

Twitter, http://twitter.com/Robertbly

LinkedIn, http://www.linkedin.com/in/bobbly

Facebook, http://www.facebook.com/people/Robert-Bly/535042603

Customer reviews

4.6 out of 5 stars
697 global ratings

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Customers say

Customers find the book easy to read and well-organized, with comprehensive tips and guidelines throughout. They appreciate its effectiveness in explaining why certain techniques work and provide great examples. Customers consider it worth the price, with one noting it's a valuable addition to their marketing library. While the content is generally positive, some customers mention that the second part of the book is outdated.

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76 customers mention "Ease of reading"73 positive3 negative

Customers find the book easy to read and appreciate it as an excellent guide for writing copy, with one customer highlighting its goldmine of tips on writing effective headlines.

"...Additionally, Mr. Bly writes and speaks in a totally approachable and personal manner...." Read more

"...Bly certainly did his homework. This is an excellent guide for writing copy, especially if you're writing for websites...." Read more

"...so the information for a beginner here is certainly very valuable, helpful, and easy to follow and apply...." Read more

"...where there is often nothing more than a logo, and even the most effective fonts to use...." Read more

16 customers mention "Organization"16 positive0 negative

Customers appreciate the book's organization, noting it is well-structured and filled with tips and guidelines.

"...The author present very straightforward, no-nonsense, and practical advice on writing good copy...." Read more

"...The book is well written, well organized, and loaded with helpful information...." Read more

"...His language is clear and the organization makes it easy to skim...." Read more

"...It's assembled in an easy to read format, casual but professional and anyone from a beginner to a pro can benefit from owning this...." Read more

8 customers mention "Value for money"8 positive0 negative

Customers find the book worth its price, with one noting it's a good investment for their marketing library, while another describes it as "worth its weight in gold."

"...the crazy amount of value imbedded within these pages, to the small price tag I spent on it, I felt as though I had totally and completely ripped..." Read more

".../expert, and so the information for a beginner here is certainly very valuable, helpful, and easy to follow and apply...." Read more

"...It wasn't a cute commercial, but it was great sales copy that targeted underperforming sales professionals looking to gain a competitive edge over..." Read more

"...Don't expect slickness or "I'm okay, you're okay" hokum. This is the REAL DEAL...." Read more

6 customers mention "Effectiveness"6 positive0 negative

Customers appreciate the book's effectiveness, particularly its explanation of why certain techniques work, with one customer noting the author's well-known success in the field.

"...must follow certain principles of constructing ad copy, and why certain techniques work...." Read more

"...It does a fantastic job of giving you a clear picture of what copywriting is and how it differs from other types of writing...." Read more

"...His experience is evident and his success in the field is well known. If you want to learn from a 'master', this is your book." Read more

"Excellenrt" Read more

5 customers mention "Exposition quality"5 positive0 negative

Customers appreciate the exposition quality of the book, with great examples provided throughout.

"Bob Bly provides so many wonderful examples of what has worked well in this industry...." Read more

"...Actionable steps to improve your copywriting and solid examples." Read more

"Good book. Easy read. Great examples. A little redundant, however." Read more

"Really one of my favorite copywriting resource books. Tons of good examples, organized well, and easy to use. Would definitely recommend." Read more

5 customers mention "Language"5 positive0 negative

Customers appreciate the language in the book, with reviews highlighting its effectiveness in teaching how to sell with words, improve service pitches, enhance communication, and provide SEO advice.

"...the book is chock full of practical knowledge on how to better pitch your services or ideas - across a variety of mediums...." Read more

"...step in a very easy format, that anyone can follow and learn how to sell with words...." Read more

"...If you need to create a long or short copy, what ads type work best for any giving situation...." Read more

"...everyone who wants to have a successful business and sell more through the proper communication." Read more

10 customers mention "Dated content"3 positive7 negative

Customers have mixed opinions about the book's content, with several noting that the second part is outdated.

"...This book is old, but experience comes with age, sound good." Read more

"...This book was good and gave me some old information and a lot of new information. Will use it as a referance guide for all my writing assignmnets." Read more

"...However, Bly needs to update his work. The examples used are so dated that I loose interest in the material...." Read more

"Easy to read, but very dated information...." Read more

Damaged book - not as advertised
1 out of 5 stars
Damaged book - not as advertised
The book arrived with a damaged cover. It appears as those it was completely folded I half at some point or rolled for an extended period of time. I am disappointed.
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Top reviews from the United States

  • Joshua Lee Henry
    5.0 out of 5 stars Total Rip-Off
    Reviewed in the United States on March 9, 2018
    Verified Purchase
    Total Rip-Off

    That’s exactly what I thought after finishing The Copywriter’s Handbook: A Step-By-Step Guide to Writing Copy That Sells (St. Martin’s Griffin, 2005) by Robert W. Bly.

    When comparing the crazy amount of value imbedded within these pages, to the small price tag I spent on it, I felt as though I had totally and completely ripped Mr. Bly off.

    The cost to value ratio is so unbalanced, you’d be a fool not to immediately buy and devour this book.

    The Copywriter’s Handbook will literally help you leapfrog the competition by accessing a treasure trove of Bly’s experiences through his many years of writing successful ads.

    Seriously, this is one of the most practical and tactical books on copywriting that I have ever read.

    In The Copywriter’s Handbook you will learn:

    • 38 headline examples
    • The 4 - “U’s” of great copy
    • 15 ways to open a sales letter
    • The 10 - point criteria of ads that sell
    • 11 ways to make your writing more readable
    • 22 reasons why people might buy your product
    • The 7 questions you must ask about your audience

    Whether you’re a novice to writing copy, a veteran of the craft, a small business owner looking to increase profits, or a solopreneur looking to start a side-hustle with the written word, you will find answers to your most relevant and pressing questions.

    Additionally, Mr. Bly writes and speaks in a totally approachable and personal manner.

    He’s wisdom gently rolls off the pages just like you would expect coming from a passionate master and caring mentor.

    I’m buying and studying more of Bob’s books (several of which he personally recommended for my specific situation) to grow my business.

    5 Stars all day.

    Joshua Lee Henry, M.A. & MBA Essentials, Salesforce
    Founder & CEO, Activate Advertising Agency, L.L.C
    ActivateMyAdvertising.com
    111 people found this helpful
    Helpful
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  • Sandor Clegane
    5.0 out of 5 stars Review From an SEO Guru & Web Developer
    Reviewed in the United States on February 10, 2010
    Verified Purchase
    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 direct mail, catalogs, brochures, websites, and even press releases. Unlike most books on copy, Bly provides great advice on writing for TV commercials and radio spots.

    As a Search Engine Optimization guru, I found Bly's take on writing web copy to be extremely refreshing, even if it wasn't new information to me personally. I loved that this was probably the only copywriting book that actually stresses finding the balance between writing copy that sells, and copy that is search engine friendly. Most web design books don't discuss copywriting, and most copywriting authors have no knowledge of writing for search engines. Bly certainly did his homework.

    This is an excellent guide for writing copy, especially if you're writing for websites. This book is probably the best investment that you will ever make.
    92 people found this helpful
    Helpful
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  • Robert
    4.0 out of 5 stars Good Book
    Reviewed in the United States on November 8, 2007
    Verified Purchase
    I was very skeptical buying this book at first, considering there are many like it on Amazon that are authored by what I call "rip-off" authors who recycle common information into book form and have a legion of their buddies write good reviews (which they reciprocate for their rip-off buddies).

    I was pleasantly surprised, however, with this book. The author present very straightforward, no-nonsense, and practical advice on writing good copy. I'm no copywriter/expert, and so the information for a beginner here is certainly very valuable, helpful, and easy to follow and apply. I didn't buy this book with the intention of becoming a copywriter, only to avoid the massive fees some of them charge, and help my business grow. And, I can safely say, that applying these techniques did help my business grow, not exponentially, but better than nothing. I look forward to reading other, more in-depth, specialized, and advanced technique books by this author.
    3 people found this helpful
    Helpful
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  • Monty Rainey
    5.0 out of 5 stars Indispensible.
    Reviewed in the United States on March 29, 2007
    Verified Purchase
    As someone who has done a good bit of commercial writing, but is just now venturing into the "freelance" aspect of the business, I found this book indispensable. Robert Bly is widely recognized as a giant in the business and THE COPYWRITER'S HANDBOOK is a good indicator as to why. Readers will enjoy his straightforward approach to writing copy that sells.

    I suppose an aspiring copywriter could make it in the business without this book, but why would you want to try? This is nearly 400 pages of advice from Bly's years of experience. The book is well written, well organized, and loaded with helpful information.

    Just a few of the key things I learned here were such things as rating headlines using the 4 U's, the effective use of bullets in your copy, include headlines in sales brochures where there is often nothing more than a logo, and even the most effective fonts to use. The structure of the book contains valuable information on many aspects of copywriting. Certainly not all-inclusive, but covering a lot of ground and answering a lot of questions along the way.

    The appendix section guides the reader to further study and other valuable resources. I highly recommend this book.
    7 people found this helpful
    Helpful
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Top reviews from other countries

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  • anthony
    5.0 out of 5 stars but I love writing and just want to be
    Reviewed in Australia on June 6, 2018
    Verified Purchase
    There are many books that I treasure and read over and over, this is one of them.
    I am not a copy writer, but I love writing and just want to be better
    Report
  • Monica V.
    5.0 out of 5 stars Un manuale da tenere sempre in tasca
    Reviewed in Italy on April 12, 2018
    Verified Purchase
    Gli anglosassoni hanno la capacità di andare dritti al punto che spesso a noi manca. È questo che mi è piaciuto in particolare di questo manuale, che secondo me chi fa questo mestiere deve sempre avere a portata di mano. "Si fa così perché", "Non si fa così perché", punto. Niente giri di parole o possibilismi. Utilissimo.
    Report
  • Cliente Amazon
    5.0 out of 5 stars The copywriter's Handebook:A...
    Reviewed in Brazil on September 3, 2017
    Verified Purchase
    O melhor livro

    ro sobre como escrever cartas de vendas que já li. Por ser excelente comprei todos os livros do autor
    Report
  • Daniel Welsch
    5.0 out of 5 stars Very informative
    Reviewed in Spain on April 22, 2016
    Verified Purchase
    I've read a few books on copywriting and this one had some useful information I hadn't seen in any other. It's also easy to read. The only negative I have about it is that the part about email is pretty out of date. But the rest is completely applicable.
    Report
  • ScienceLives
    5.0 out of 5 stars Great for beginners or those already in their career
    Reviewed in Canada on January 16, 2016
    Verified Purchase
    I bought this for a beginner co-worker as a Secret Santa gift, but I also own it myself. It makes a great intoduction for a beginner who has never done any marketing writing but I had also found it useful for myself a couple years into my career. The book pre-dates the days of the internet, so there will be no advice on SEO and keywords, but it does provide timeless advice about marketing writing with the most important lesson: call to action. Even though it pre-dates the internet, the advice in this book still stands. I would recommend it to both beginners and those who have worked in marketing already.
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