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The Copywriter's Handbook: A Step-By-Step Guide to Writing Copy That Sells
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
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
410 pages, Paperback
First published January 1, 1985
About the author
Robert W. Bly
141 books89 followersBob Bly is a freelance copywriter with 4 decades of experience in direct response and business-to-business marketing. He is the author of 100 published book on topics ranging from science, sex, satire, and science fiction -- to small business, writing, advertising, and online marketing. McGraw-Hill calls Bob Bly “America’s top copywriter.”
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Displaying 1 - 30 of 127 reviews
August 4, 2013
The three stars are because I imagine this book must be very helpful for those who write copy, yet I didn't find this book particularly useful nor engaging myself. I didn't find anything worth taking notes on.
My takeaways were:
Be clear.
Be brief.
Use understandable yet incorrect grammar if it helps with being both clear and brief (e.g. sentence fragment: Now!)
Explain the customer's benefit not just why the product is great.
Direct ads that sell are better than elegant, artful ads that don't sell.
Your job is to sell, not to be clever/humorous/entertaining.
It helps to have a website with useful information that will attract customers-->get their emails and start sending newsletters with more useful info plus pitches.
My takeaways were:
Be clear.
Be brief.
Use understandable yet incorrect grammar if it helps with being both clear and brief (e.g. sentence fragment: Now!)
Explain the customer's benefit not just why the product is great.
Direct ads that sell are better than elegant, artful ads that don't sell.
Your job is to sell, not to be clever/humorous/entertaining.
It helps to have a website with useful information that will attract customers-->get their emails and start sending newsletters with more useful info plus pitches.
August 20, 2013
As a professional software developer rather than a copywriter, my assessment may be unfair, but The Copywriters's Handbook disappointed me. My biggest writing desire is to write persuasively in the shortest amount of space. While the book did teach some of that, there was plenty that was completely uninteresting to me.
My best suggestion is to read the book, but be prepared to skip outright the chapters that won't interest you. You have no need to write a brochure? Good, don't read the brochure chapter because it won't teach you any other copywriting techniques.
Treat the handbook as a reference to use when you need insight into a specific copywriter's subject.
My best suggestion is to read the book, but be prepared to skip outright the chapters that won't interest you. You have no need to write a brochure? Good, don't read the brochure chapter because it won't teach you any other copywriting techniques.
Treat the handbook as a reference to use when you need insight into a specific copywriter's subject.
September 13, 2014
Bly does exactly what he recommends - deliver the facts. I think I had to pause every other sentence just to think for a second and actually process the information. This is a textbook and therefore takes a lot of concentration. The information is excellent, however I give it 3 stars because it doesn't cover all of the aspects of copywriting that I encounter. I think copywriting also has to do with branding these days and the copywriting that Bly does is really only about sales. For sales copywriting the book is great however for branding it lacks.
August 23, 2021
Well, I read it :) And then I thought why I red it? Title of the book kind of gives a hint that it will contain some little hate towards creative copywriting, not in a direct manner, but there are plenty of suggestions. It feels that this book may be handy for the ones who are looking forward to work as s freelance copywriter with no intention on coming up with creative campaigns and ads. If your work revolves around writing pages and pages of descriptive copy and "click me, click me here" type of banners and some promo leaflets, then this book may come in handy. But if you are looking for insights and tips on creative advertising you should find a different book, like the one Luke Sullivan wrote: "Hey, Whipple, Squeeze This: A Guide to Creating Great Ads". It literally never gets old.
January 28, 2021
I think I read the third edition the first time. I ordered a copy, but I think this one is the first or second. it's quite different which is a bit surprising. I actually think this one is better - if my original review is accurate. it's pretty hard to say as most of the information in the book is fairly general. there's not much in here not in a dozen other books. It was nice to have it presented again though!
April 23, 2013
You have to buy this book. You can't just check it out from your library. You will refer to it again and again if you plan to write for businesses. I think you should buy it if you are self-employed. It will teach you how to create a quick flier and save money. Then you can hire copywriters for the big writing jobs and whip out the little jobs in minutes.
August 12, 2020
My mistake - listening to audiobook, not recommended. This information will be better perceived if read.
The content is widely covered. Though I found several parts irrelevant or outdated, but maybe it's just my perception.
I did take some lessons with me and will be making synopsis for the book to have as an idea resource and to remind myself of basics of writing.
The content is widely covered. Though I found several parts irrelevant or outdated, but maybe it's just my perception.
I did take some lessons with me and will be making synopsis for the book to have as an idea resource and to remind myself of basics of writing.
August 6, 2008
I must say that this is a very handful book for advertising students as well as for beginners in copywriting. You can say this is a sort of a manual-book in copywriting. What I like about this book is that it provides wide examples of effective headlines, sub-headlines even direct-mails(Sometimes I used them for my assignments, hi3x).
I used this as reference while I studied advertising in university and it really helped me in understanding the fundamental of copywriting.
If I am a lecturer, I will make The Copywriter's handbook as a text book for my students :)
I used this as reference while I studied advertising in university and it really helped me in understanding the fundamental of copywriting.
If I am a lecturer, I will make The Copywriter's handbook as a text book for my students :)
January 12, 2019
A very helpful book on how to write copy. Several chapters won’t be applicable to the novice copyrighter not interested in a career in copywriting. Examples include writing copy for tv and how to get a job in copyrighting. More detailed and thorough than similar books by Ray Edwards but drier as well. Recommended.
February 7, 2014
Great starting point, I can see why it's a classic. Vocalizes some of the things about writing you already knew, but assigns terminology to them. Good reference/brush-up book as well.
March 18, 2022
The Notes on The Copywriter's Handbook: A Step-By-Step Guide to Writing Copy That Sells... a book of rules, tips, techniques, and ideas
“There is nothing impossible to they who will try.”
~ Alexander the Great
1: An Introduction to Copywriting
As a creative person, you naturally want to write clever copy and produce fancy promotions. But as a professional, your obligation to your client is to increase sales at the lowest possible cost. If a classified ad works better than a full-page ad, use it. If a simple typewritten letter gets more business than a four-color brochure, mail the letter.
Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy that is read, understood, and reacted to—copy that makes the arguments so convincingly the customer can’t help but want to buy the product being advertised.
A copy cannot create a desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copywriter’s task: not to create this mass desire—but to channel and direct it.
~Eugene Schwartz, Breakthrough Advertising
(Boardroom, 2004)
For copy to convince the consumer to buy the product, it must do three things:
1. Get attention.
2. Communicate.
3. Persuade.
In modern society, copywriting is a more critical skill to master than ever before—both online and offline. Why? Consumers today are better educated and more skeptical.
“Keep your face always toward the sunshine, and shadows will fall behind you.”
~ Walt Whitman
2: Writing to Get Attention: The Headline
Your ad will compete with the dozens of other ads in the scientific journal in which it is published.
In advertising, getting attention is the job of the headline. “If you can come up with a good headline, you are almost sure to have a good ad.”
In all forms of advertising, the “first impression”—the first thing the reader sees, reads, or hears—can mean the difference between success and failure.
No matter how persuasive your body copy or how great your product is, your ad cannot sell if it does not attract your customer’s attention. Most advertising experts agree that an attention-getting headline is a key ingredient in a successful advertisement.
The headline is the most important element in most advertisements. It is the telegram that decides whether the reader will read the copy.
~David Ogilvy
Your headline can perform four different tasks:
1. Get attention.
2. Select the audience.
3. Deliver a complete message.
4. Draw the reader into the body copy.
Eight Basic Headline Types:
1. Direct Headlines
2. Indirect Headlines
3. News Headlines
4. How-to Headlines
5. Question Headlines
6. Command Headlines
7. Reason-Why Headlines
8. Testimonial Headlines
The “4 U’s” copywriting formula stands for urgent, unique, ultra-specific, and useful.
If you cannot come up with a headline, don’t let it result in writer’s block. Put it aside and begin to write the body copy. As you write the copy and go over your notes, ideas for headlines will pop into your head. Write them down as they come and go back to them later. Much of this material will be inadequate, but the perfect headline might just be produced this way.
The headline is the part of the ad that gets attention. And getting attention is the first step in persuading your reader to buy your product.
“Success is not final, failure is not fatal: it is the courage to continue that counts.”
~ Winston Churchill
3: Writing to Communicate
You sell more merchandise when you write clear copy.
“Borrowed interest” is a major cause of confusing copy. There are others: lengthy sentences, clichés, big words, not getting to the point, a lack of specifics, technical jargon, and poor organization, to name a few.
11 Tips For Writing Clear Copy:
1. Put the Reader First
2. Carefully Organize Your Selling Points
3. Break the Writing into Short Sections
4. Use Short Sentences
5. Use Simple Words
6. Avoid Technical Jargon
7. Be Concise
8. Be Specific
9. Go Straight to the Point
10. Write in a Friendly, Conversational Style
11. Avoid Sexist Language
A Copywriter's Check List:
- Does the copy fulfill the promise of the headline?
- Is the copy interesting?
- Is it easy to read?
- Is it believable?
- Is it persuasive?
- Is it specific?
- Is it concise?
- Is it relevant?
- Does it flow smoothly?
- Does it call for action?
“You define your own life. Don’t let other people write your script.”
~Oprah Winfrey
4: Writing to Sell
The object of advertising is to sell goods.
The Motivating Sequence:
AIDA stands for Attention, Interest, Desire, Action.
ACCA: Awareness, Comprehension, Conviction, Action.
4 P’s: Picture, Promise, Prove, Push.
The “motivating sequence” presented below is a five-step formula for writing copy that sells:
1. Get Attention
2. Show a Need
3. Satisfy the Need and Position Your Product as a Solution to the Problem
4. Prove Your Product Can Do What You Say It Can Do
5. Ask for Action
Copywriters, like lawyers, are advocates for the client (or employer). Just as lawyers use all the arguments at their disposal to win cases, so do copywriters use all the facts at their disposal to win consumers over to the product.
Understanding the customer and her motivation for buying the product is the key to writing copy that sells.
...the BFD formula, stands for beliefs, feelings, and desires.
A Checklist of ˝Copy Motivators˝:
To be liked|To be appreciated|To be right|To feel important|To make money|To save money|
To save time|To make work easier|To be secure|To be attractive|To be sexy|To be comfortable|
To be distinctive|To be happy|To have fun|To gain knowledge| To be healthy|To gratify curiosity|
For convenience|Out of fear|Out of greed|Out of guilt
Once you understand what makes people buy things, you know how to sell—and how to write copy. The rest is just organization and good editing and a few simple techniques.
But your copy must do more than get the consumer to think about the product; it must also persuade him to buy it.
“What lies behind you and what lies in front of you, pales in comparison to what lies inside of you.”
~ Ralph Waldo Emerson
5: Getting Ready to Write
But what exactly should the copywriter do to prepare himself for facing that blank piece of paper? What information do you need before you’re ready to write your copy? How do you go about collecting this information? How do you develop advertising ideas?
Intensive Research Gives You The Edge!
How To Prepare For Copywrite Assignment?
Step 1: Get All Previously Published Material on the Product
Step 2: Ask Questions About the Product
Step 3: Ask Questions About Your Audience
Step 4: Determine the Objective of Your Copy
Before you write the copy, study the product you’re writing about: its features, benefits, past performance, applications, and markets. Digging for the facts will pay off, because in copywriting, specifics sell.
Using Interviews to Gather Facts!
Of course, collecting background material doesn’t always give you all the answers to the questions listed above. At times you must get additional facts from product experts employed by your client: engineers, designers, salespeople, product managers, and brand managers.
Organizing Your Information...
The outline consists of a working headline and a description, either in a numbered or bullet list or in paragraph form, of the theme and contents I intend to cover in the body copy.
Known as a “copy platform,” this type of outline ensures that the client agrees with your approach before you write. Without submitting a copy platform and getting it approved, you risk writing an entire promotion on a theme or concept that the client is going to reject, forcing you to write the
whole thing over again. This is far less likely to occur when you are writing from an approved copy platform.
How do you organize your outline?
The “motivating sequence” is a general outline for all pieces of persuasive writing.
The Writing Process...
However you approach copywriting, one thing you must realize is that you’ll rarely get it right the first time. The key to writing great copy is rewriting two, three, four, five, six, seven drafts, or as many as it takes to get it right. Beginning copywriters tend to “freeze up” when faced with
having to produce copy. They get nervous because they’re afraid to write bad sentences or generate lousy ideas.
Many copywriters write much more copy than they will need in the final version. This lets them trim the fat and save only the prime cut. In the same way, you should collect much more information than you will use in the final version. This lets you be more selective in the facts you include in your copy
Skill in copywriting, and in any type of writing, comes only with practice. As you write copy, you will learn to overcome poor stylistic habits, become more comfortable with your writing, and gain greater control over the English language.
Documenting Your Sources...
As the copywriter, you are responsible for documenting the sources for all of the information you use in your copy.
A Technique For Producing Profitable Advertising Ideas...
The copywriter’s job is to come up with words and ideas that sell the product or service being advertised. Where do these ideas come from? They come from an understanding of the product, the market, and the mission of the copy—which is to generate sales.
A proven 9-step procedure you can follow to come up with ideas for ads, headlines, marketing campaigns, or anything else under the sun:
1. Identify the Problem
2. Assemble Pertinent Facts
3. Gather General Knowledge
4. Look for Combinations
5. Sleep on It
6. Use a Checklist
7. Get Feedback
8. Team Up
9. Give New Ideas a Chance
“Belief creates the actual fact.”
~ William James
6: Writing Print Advertisements
Write print ads that build product awareness, generate sales leads, and bring in orders.
Ad can have one of four basic missions:
1. To sell products directly (mail-order advertising)
2. To generate sales leads (ads that invite you to send for a free brochure or pamphlet)
3. To build awareness of a product (ads for package goods and most consumer products of low unit
cost)
4. To build the company’s image (corporate advertising)
How to Write a Good Advertisement?
But the basics of good print advertising are pretty much the same no matter what medium you’re writing for.
Nine criteria that an ad must satisfy if it is to be successful as a selling tool:
1. The headline contains an important consumer benefit, or news, arouses curiosity, or promises
a reward for reading the copy.
2. The visual (if you use a visual) illustrates the main benefit stated in the headline.
3. The lead paragraph expands on the theme of the headline.
4. The layout draws readers into the ad and invites them to read the body copy.
5. The body copy covers all-important sales points in a logical sequence.
6. The copy provides the information needed to convince the greatest number of qualified prospects
to take the next step in the buying process.
7. The copy is interesting to read.
8. The copy is believable.
9. The ad asks for action.
Should you use a slogan in your ad?
It depends on whether your product lends itself to this technique. In copywriting, the rule should be, “Form follows function.” In other words, use a technique if it works and seems natural. But don’t force-fit a copy technique in an ad where it doesn’t belong.
Slogans work best when they are memorable and when they are repeated to the target audience numerous times over a prolonged period.
A Checklist of Advertising Ideas:
QUESTION AD|QUIZ AD|NEWS AD|DIRECT AD|INDIRECT AD|REWARD AD|COMMAND AD|
PRICE-AND-WHERE-TO-BUY AD|REASON-WHY AD|LETTER AD|BEFORE-AND-AFTER|
TESTIMONIAL|CASE HISTORY|FREE INFORMATION AD|STORY|“NEW WAVE”|
READER IDENTIFICATION|INFORMATION AD|LOCATION AD|FICTIONAL CHARACTERS|
FICTIONAL PLACES|CARTOONS AND CARTOON STRIPS|ADVERTISER IN AD
INVENT A WORD|COMPARATIVE ADVERTISING|CHALLENGE|GUARANTEE AD|OFFER AD|
DEMONSTRATION|PUN|CONTESTS, AND SWEEPSTAKES|TIE-IN WITH CURRENT EVENTS
“No matter what people tell you, words and ideas can change the world.”
~ Robin Williams as John Keating in Dead Poets Society
7: Writing Direct Mail
15 Ways to Start Your Sales Letter...
The first sentence of your letter is the most important one. This sentence
signals whether there is something of interest in your letter or whether it is
worthless junk mail to be thrown away without a second glance.
1. State the Offer
2. Highlight the Free Literature
3. Make an Announcement
4. Tell a Story
5. Flatter the Reader
6. Write to the Reader Peer-to-Peer
7. A Personal Message from the President
8. Use a Provocative Quote
9. Ask a Question
10. Make It Personal
11. Identify the Reader’s Problem
12. Stress a Benefit
13. Use Human Interest
14. Let the Reader in on Some Inside Information
15. Sweepstakes
THE LETTER SELLS, THE BROCHURE TELLS!
Writing direct mail is the best education I can recommend for both novice and experienced copywriters alike. Within a few weeks of your mailing, you know whether your copy is successful or not. No other form of copywriting, except for online marketing, yields such immediate or such
precise feedback on your work.
“It is during our darkest moments that we must focus to see the light.”
~ Aristotle
8: Writing Brochures, Catalogs, and Other Sales Materials
Today, few businesses operate without some kind of printed sales literature to hand out to customers and prospects.
11 Tips on Writing Better Sales Brochures:
1. Know where the brochure fits into the buying process.
2. Know whether the brochure stands alone or is supported by other materials.
3. Know your audience.
4. Put a strong selling message on the front cover.
5. Give complete information.
6. Organize your selling points.
7. Divide the brochure into short, easy-to-read sections.
8. Use hardworking visuals.
9. Find the next step in the buying process—and tell the reader to take it.
10. Don’t forget the obvious.
11. Make the brochure worth keeping.
Catalog writing is a separate art from brochure writing. The basics are the same but the mechanics are different. Here are a few tips to help you write successful catalogs:
- Write Snappy Headlines
- Include a “Letter From the Manufacturer”
- Give All the Key Product Facts
- Devote the Most Space to Your Best Sellers
- Use Techniques That Stimulate Sales
- Make the Order Form Simple and Easy to Fill Out
- Indicate Discounted Items in the Copy
Annual reports are summaries of the company’s performance for the past year.
Flyers are sales literature printed on one or two sides of an unfolded 8½- by 11-inch piece of paper.
Broadsides are flyers folded for mailing.
Invoice stuffers are small pieces of promotional literature designed to fit in #10 envelopes.
Circulars are printed advertising sheets that are mailed, inserted in packages or newspapers, or distributed by hand.
Also called booklets, pamphlets are similar to brochures, except they usually contain useful information of a general nature while brochures describe the features and benefits of specific products and services.
A white paper is a promotional piece in the guise of an informational article or report.
“Believe you can and you’re halfway there.”
~ Theodore Roosevelt
9: Writing Public Relations Materials
A press release is a printed news story prepared by an organization and distributed to the media for the purpose of publicizing the organization’s products, services, or activities.
1. Case Histories
2. How-to Articles
3. Issue Articles
4. News
Business executives don’t always express themselves by writing articles. Sometimes they make speeches. And, as with article writing, executives often hire ghostwriters to write their speeches for them.
Speeches are effective at getting across ideas, opinions, and emotions.
They are less effective at transmitting a large body of facts (print is the appropriate medium for that).
Some additional tips for writing speeches that accomplish their goals without boring the audience to tears:
1. Find Out What the Speaker Wants to Say
2. Know Your Audience
3. Write a Strong Opening
4. Then, There’s Humor
5. Don’t Try to Cover Too Much
6. Write in Conversational Tone
7. Keep It Simple
8. What About Visuals?
9. Handouts
10. Pick a Catchy Title for Your Speech
Many organizations publish newsletters that they distribute free to customers, clients, prospects, employees, journal editors, and decision-makers in their industries.
A Checklist of Newsletter Story Ideas...
News|Explanatory articles (“how it works”)|Product stories|Case histories|Background
information|How to solve a problem|Technical tips for using the product|General how-to
information and advice|Dos and don’ts; checklists|Industry updates|Employee news|
Employee profiles|Community relations news|Financial news|A roundup of recent sales activities|
Interviews and profiles|Letters column|Announcements or write-ups of conferences, seminars,
trade shows, meetings|Photos with captions|Product selection guides
“In a gentle way, you can shake the world.”
~ Mahatma Gandhi
10: Writing Commercials and Multimedia Presentations
Writing television commercials is the most prestigious assignment in all of advertising. To a copywriter, getting a chance to write a commercial for a major prime-time advertiser is like a minor league baseball player getting to pitch for the Yankees.
....
“All you need is the plan, the road map, and the courage to press on to your destination.”
~ Earl Nightingale
11: Writing for the Web
“Try to be a rainbow in someone’s cloud.”
— Maya Angelou
12: Writing E-Mail Marketing
“Real change, enduring change, happens one step at a time.”
~ Ruth Bader Ginsburg
13: How to Get a Job as a Copywriter
“Wake up determined, go to bed satisfied.”
~ Dwayne “The Rock” Johnson
14: How to Hire and Work with Copywriters
“Nobody built like you, you design yourself.”
~ Jay-Z
15: Graphic Design for Copywriters
“Live your beliefs and you can turn the world around.”
~ Henry David Thoreau
“The bad news is time flies. The good news is you’re the pilot.”
~ Michael Altshuler
November 25, 2021
An Updated Classic Writing Book
One of the critical skills for every writer is copywriting. I’m delighted to see this classic book from the 80s updated with a fourth edition. Years ago, I read the first edition and still have it on my bookshelf. As Bly writes in the preface, the psychology of convincing others has not changed in centuries but the details of achieving success with your words continues to change and evolve. As Bly writes, “For instance, we used to say a disgruntled customer would tell ten other people about his dissatisfaction with the merchant. Now, with online reviews and social media, some can and do tell thousands.” This new edition includes chapters on critical elements like landing pages, online ads, social media, video content and much more.
Every writer needs to read and study THE COPYWRITER’S HANDBOOK. Your writing will be improved, and you will be able to profit more from your words if you have this invaluable skill. I highly recommend this book.
W. Terry Whalin is an editor and the author of more than 60 books including his recent 10 Publishing Myths, Insights Every Author Needs to Succeed .
One of the critical skills for every writer is copywriting. I’m delighted to see this classic book from the 80s updated with a fourth edition. Years ago, I read the first edition and still have it on my bookshelf. As Bly writes in the preface, the psychology of convincing others has not changed in centuries but the details of achieving success with your words continues to change and evolve. As Bly writes, “For instance, we used to say a disgruntled customer would tell ten other people about his dissatisfaction with the merchant. Now, with online reviews and social media, some can and do tell thousands.” This new edition includes chapters on critical elements like landing pages, online ads, social media, video content and much more.
Every writer needs to read and study THE COPYWRITER’S HANDBOOK. Your writing will be improved, and you will be able to profit more from your words if you have this invaluable skill. I highly recommend this book.
W. Terry Whalin is an editor and the author of more than 60 books including his recent 10 Publishing Myths, Insights Every Author Needs to Succeed .
March 1, 2021
This is a textbook. So yes, it's pretty dry content. And as I'm just starting out on this copywriting journey, I have no idea what will end up being the most helpful information picked up from this book.
The info is a little dated: there is a whole section on using Flash for advertising. Whoops. A lot of time is spent on very specific physical ad copy, like brochures. Only one chapter is devoted to online copywriting. Gig work is not covered.
I definitely recommend reading this and doing an outline or taking notes while doing so. The audiobook would make for a more difficult learning experience.
The info is a little dated: there is a whole section on using Flash for advertising. Whoops. A lot of time is spent on very specific physical ad copy, like brochures. Only one chapter is devoted to online copywriting. Gig work is not covered.
I definitely recommend reading this and doing an outline or taking notes while doing so. The audiobook would make for a more difficult learning experience.
February 8, 2021
I knew that this was going to be a different read for me as I was reading it for work but this was full of information and covered a variety of topics that a copywriter could come across.
It's more of a textbook read so I didn't find this to be the easiest read but I did learn a few thing in every chapter which is what I was curious about since this was more for work, to see how much of the information I could apply for my current work needs. Overall it was factual, on point and covered some steps-by-steps and provided examples across every chapter.
Maybe it's this edition but this felt very dated in it's use of language and the examples it provided as I couldn't remember some of the advertisers and marketing that Bly mentioned in some chapters while I think also leaving out some newer aspects of copywriting and the expansion into branding so I'm hoping that it was just something about this edition as this the 3rd edition.
It's more of a textbook read so I didn't find this to be the easiest read but I did learn a few thing in every chapter which is what I was curious about since this was more for work, to see how much of the information I could apply for my current work needs. Overall it was factual, on point and covered some steps-by-steps and provided examples across every chapter.
Maybe it's this edition but this felt very dated in it's use of language and the examples it provided as I couldn't remember some of the advertisers and marketing that Bly mentioned in some chapters while I think also leaving out some newer aspects of copywriting and the expansion into branding so I'm hoping that it was just something about this edition as this the 3rd edition.
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September 9, 2021کتاب خیلی جالبیه در زمینه تبلیغ نویسی ولی یک مقدار قدیمی هست و بخش زیادیش دیگه کاربرد نداره مثلا کلا راجع به تبلیغات ایمیلی و اس ام اسی چیزی نگفته و بیشتر روی تبلیغات پستی مانور داده که عملا دیگه کاربردی ندارند.
خلاصه که خوندنش خالی از لطف نیست.
خلاصه که خوندنش خالی از لطف نیست.
May 28, 2020
A good refresher or introduction to the field.
December 25, 2018
Une bible. Une référence. Un incontournable. Style fluide et simple. Très accessi le en version originale. Je suis une fan absolue.
October 1, 2021
Bly's masterwork is an excellent starting point for beginning copywriters. It is a detailed, extensive (perhaps too extensive) overview of the art of copywriting, covering all the relevant fields to start writing persuasive copy right away. I know it helped me enormously in reframing my writing skills for an entirely different purpose than fiction and Storytelling.
Granted, I don't necessarily agree with everything Bly says in the book. His aversion to creativity in advertising is founded on a salesman's conception of the field, one who almost refuses to see the impact of purpose-led, ambitious campaigns on brand awareness (especially in this time and age). But the book has a few issues moving well past Bob's own opinions.
The Copywriter's Handbook suffers from an occasional lack of focus, being clearly unsure about who the reader will be, if a business owner or a learning writer. Outside of a chapter entirely dedicated to businesses (which works as confined in its own space), other chapters may merge advice for writers, designers and businesses without a clear focus, resulting in a confusing picture for the reader. Concepts tend to be repeated times and times over, sometimes presented as if introduced for the first time, suggesting a feeling of repurposed content (perhaps from old articles and newsletters?) rather than something bespoke and curated solely for the book. Or perhaps a lack of precise editing.
The book is long, undoubtedly thorough, but once I reached the last page, I couldn't help but wonder if it would benefit from a tighter, more concise structure - which is ironic, considering we're talking about a book for writers.
Don't get me wrong, I found priceless insights in Bob's book, and I will certainly be referring back to this handbook in the future. Unfortunately, "useful" does not necessarily mean "perfect."
Granted, I don't necessarily agree with everything Bly says in the book. His aversion to creativity in advertising is founded on a salesman's conception of the field, one who almost refuses to see the impact of purpose-led, ambitious campaigns on brand awareness (especially in this time and age). But the book has a few issues moving well past Bob's own opinions.
The Copywriter's Handbook suffers from an occasional lack of focus, being clearly unsure about who the reader will be, if a business owner or a learning writer. Outside of a chapter entirely dedicated to businesses (which works as confined in its own space), other chapters may merge advice for writers, designers and businesses without a clear focus, resulting in a confusing picture for the reader. Concepts tend to be repeated times and times over, sometimes presented as if introduced for the first time, suggesting a feeling of repurposed content (perhaps from old articles and newsletters?) rather than something bespoke and curated solely for the book. Or perhaps a lack of precise editing.
The book is long, undoubtedly thorough, but once I reached the last page, I couldn't help but wonder if it would benefit from a tighter, more concise structure - which is ironic, considering we're talking about a book for writers.
Don't get me wrong, I found priceless insights in Bob's book, and I will certainly be referring back to this handbook in the future. Unfortunately, "useful" does not necessarily mean "perfect."
May 24, 2017
Get inside the mind of a guy who's been at this over 25 years. He's worked with multiple businesses in multiple industries. If you read nothing else in this book, read the section about headlines. The simple step-by-step process for headline creation is worth its weight in gold.
Bly is a technical practitioner and a chemical engineer, so you get an interesting perspective on writing and the thought process behind writing to sell a product or service.
Bly is a technical practitioner and a chemical engineer, so you get an interesting perspective on writing and the thought process behind writing to sell a product or service.
December 5, 2012
This is coming from a non-English native in need of the basics to write web copy:
I really liked this book because it got to the point with examples; there's the usual MBA BS (the 4 Us: urgent, unique, useful and ULTRA-specific... wait... specific doesn't start with U :-) ).
I really liked this book because it got to the point with examples; there's the usual MBA BS (the 4 Us: urgent, unique, useful and ULTRA-specific... wait... specific doesn't start with U :-) ).
June 9, 2013
This was useful but so outdated that you'll get more practical advice by reading social media/email marketing blogs that publish tips like this daily.
October 8, 2017
Lots of informative info for the copywriter but for the fiction writer helpful but not as helpful as Closing the Deal...on Your Terms by Kristine Kathryn Rusch
June 25, 2019
Use like a reference book: Chapters 1-5 are assigned reading. Then, pick and choose from the other chapters to help with your specific needs.
March 23, 2024
I can't say I hated it. Because I didn't. But I will say that it wasn't what I expected.
(But if you were to ask me what I expected, I'd have to say, "I don't know." I'd just read John Carlton's book, which was pretty entertaining, so maybe I was looking for something in that mold.)
Let's call it a "dry" read. In that, this is more textbook than anecdotal. There are some stories that underscore the points made, but they're the sort of stories you'd expect in a school textbook. Not necessarily colorful or quirky, i.e., stories that make you laugh and entertain while teaching you. Just real-life examples that drive home the current topic.
Still, if you go into this book with this mindset, that this is like a companion book that gets tacked on to your course curriculum, then you'll be okay.
And you do learn a lot. This book seems to cover EVERYTHING within the copywriting world.
Now, be aware that it is several years old, so it does NOT cover social media or AI and just touches on SEO. Mr. Bly does have a chapter on online copywriting, but it seems to be written from a "this web content stuff is so new that I'm not sure if it has staying power or is just a passing fancy" kind of place.
But I got a few questions answered. See, I'm both new at copywriting AND looking to use it as a career choice for a couple heroines, so it worked well for personal education as well as character research.
This book taught me the logistics of crafting a sales letter. I enjoyed the online content chapter. And I also enjoyed the chapter on working with a graphic designer.
If you go into this book knowing it's more tech manual than a behind-the-scenes look at the wonderful world of copywriting (written around lessons on how to write copy), then you'll be okay.
Just do what I did and read a chapter a day. This gives you time to digest all that Mr. Bly teaches. And if the chapter is long or really technical, read what you can, then set it down and enjoy yourself. Return to it when your brain's ready to absorb more info.
(But if you were to ask me what I expected, I'd have to say, "I don't know." I'd just read John Carlton's book, which was pretty entertaining, so maybe I was looking for something in that mold.)
Let's call it a "dry" read. In that, this is more textbook than anecdotal. There are some stories that underscore the points made, but they're the sort of stories you'd expect in a school textbook. Not necessarily colorful or quirky, i.e., stories that make you laugh and entertain while teaching you. Just real-life examples that drive home the current topic.
Still, if you go into this book with this mindset, that this is like a companion book that gets tacked on to your course curriculum, then you'll be okay.
And you do learn a lot. This book seems to cover EVERYTHING within the copywriting world.
Now, be aware that it is several years old, so it does NOT cover social media or AI and just touches on SEO. Mr. Bly does have a chapter on online copywriting, but it seems to be written from a "this web content stuff is so new that I'm not sure if it has staying power or is just a passing fancy" kind of place.
But I got a few questions answered. See, I'm both new at copywriting AND looking to use it as a career choice for a couple heroines, so it worked well for personal education as well as character research.
This book taught me the logistics of crafting a sales letter. I enjoyed the online content chapter. And I also enjoyed the chapter on working with a graphic designer.
If you go into this book knowing it's more tech manual than a behind-the-scenes look at the wonderful world of copywriting (written around lessons on how to write copy), then you'll be okay.
Just do what I did and read a chapter a day. This gives you time to digest all that Mr. Bly teaches. And if the chapter is long or really technical, read what you can, then set it down and enjoy yourself. Return to it when your brain's ready to absorb more info.
April 21, 2023
The Copywriter's Handbook: A Step-By-Step Guide to Writing Copy That Sells" by Robert W. Bly is an excellent resource for anyone interested in learning about copywriting or improving their copywriting skills.
The book is organized in a logical and easy-to-follow format, with clear explanations and practical tips. Bly covers all the essential topics in https://contentwriting.net, from understanding your target audience and crafting headlines to writing effective calls to action and proofreading your work.
One of the strengths of this book is its focus on the practical aspects of copywriting. Bly provides numerous examples and exercises to help readers apply the concepts discussed in the book to their own writing. He also includes real-life case studies and examples of successful copywriting campaigns.
Overall, "The Copywriter's Handbook" is a comprehensive and practical guide to copywriting that is suitable for both beginners and experienced writers. Whether you are writing copy for a website, a brochure, or a social media post, this book will provide you with the knowledge and skills you need to write copy that sells.
The book is organized in a logical and easy-to-follow format, with clear explanations and practical tips. Bly covers all the essential topics in https://contentwriting.net, from understanding your target audience and crafting headlines to writing effective calls to action and proofreading your work.
One of the strengths of this book is its focus on the practical aspects of copywriting. Bly provides numerous examples and exercises to help readers apply the concepts discussed in the book to their own writing. He also includes real-life case studies and examples of successful copywriting campaigns.
Overall, "The Copywriter's Handbook" is a comprehensive and practical guide to copywriting that is suitable for both beginners and experienced writers. Whether you are writing copy for a website, a brochure, or a social media post, this book will provide you with the knowledge and skills you need to write copy that sells.
February 16, 2021
Deze stond al even op het schap te wachten om gelezen te worden. Blij dat ik dat uiteindelijk deed. Redelijk ols school, zowel qua inhoud als qua stijl, maar dat laatste is in een tijd van click-bait handleidingen soms zelfs wat verfrissend. Niet te veel poeha en gesprokkelde zever, maar duidelijk informatie van iemand die al jaren in het vak zit. Goed ook dat er vaak voorbeelden in zitten, (al waren die in de kindle niet altijd even duidelijk vormgegeven).
Als je ook al even in het vak zit, weet je al veel, maar een opfrisser kan nooit kwaad.
Het laatste deel was voor mij wel wat overtollig (job zoeken als copywriter, verschil agency en bedrijf, ...) Ook schrijven voor internet is wat mij betreft strak onderbelicht, zelfs al zie je dat Robert Bly hier en daar probeerde update te voorzien, het is duidelijk dat de man vooral schreef voor ads in gazetten en magazine + direct mail. Maar dat stoort niet, Wat hij wel zegt is nog steeds goed.
Als je ook al even in het vak zit, weet je al veel, maar een opfrisser kan nooit kwaad.
Het laatste deel was voor mij wel wat overtollig (job zoeken als copywriter, verschil agency en bedrijf, ...) Ook schrijven voor internet is wat mij betreft strak onderbelicht, zelfs al zie je dat Robert Bly hier en daar probeerde update te voorzien, het is duidelijk dat de man vooral schreef voor ads in gazetten en magazine + direct mail. Maar dat stoort niet, Wat hij wel zegt is nog steeds goed.
November 17, 2022
The most useful part was the advice on writing headlines, which included copious examples. The discussion of features vs. benefits was useful too.
The book was a bit tedious as the author indulges in digressions pretty frequently--like why he hates being required to make PowerPoints--and overexplains basic information--like the whole paragraph on how you shouldn't show up late to a job interview (no shit, Sherlock). It's ironic given his emphasis on brevity and not explaining what the reader already knows in chapter 4.
His discussion of the internet is humorously dated by now, but the fundamentals of the web campaign strategies still seem relevant and solid.
One last note, the copy on the back of the book is pretty solid overall but makes some amusing blunders. E.g., it includes the phrase "more indispensable than ever" (is "indispensable" not an absolute? lol) and a whopping 44-word sentence ("above 40 words, the writing becomes unreadable" (pg. 42)).
The book was a bit tedious as the author indulges in digressions pretty frequently--like why he hates being required to make PowerPoints--and overexplains basic information--like the whole paragraph on how you shouldn't show up late to a job interview (no shit, Sherlock). It's ironic given his emphasis on brevity and not explaining what the reader already knows in chapter 4.
His discussion of the internet is humorously dated by now, but the fundamentals of the web campaign strategies still seem relevant and solid.
One last note, the copy on the back of the book is pretty solid overall but makes some amusing blunders. E.g., it includes the phrase "more indispensable than ever" (is "indispensable" not an absolute? lol) and a whopping 44-word sentence ("above 40 words, the writing becomes unreadable" (pg. 42)).
June 11, 2020
Bob Bly writes in a clear and authoritative voice while displaying a wealth of knowledge about the copywriting industry. If you're a freelancer interested in learning how to succeed in this field, his other book 'Secrets of a Freelance Writer' is a much more insightful and practical read. As a copywriter looking to improve my craft, there was something about 'The Copywriter's Handbook' that disappointed me; in its attempt to provide a broad overview of the profession, it only aggregated knowledge which is already widely available. I can see the value of this handbook before the age of widely disseminated information but these days what you'll learn here as a total newbie can be found in a more concise format in dozens of places. Still, if you're just starting in the copywriting game and have time to invest in a 400-page book, Bly's expertise will serve you well.
March 8, 2022
[3.5/5]
Considering the publication date on this is 2006, it's pretty remarkable how much holds up. (I think even some of the basic web stuff is fine assuming you're keeping up to date with the situation on the ground). This is the book I really wish I could give to the marketers who work with me, but who do not spend time actually looking at copy (or the bad analytics their copy produces). It hits on the basics you'd expect, such as benefits first and customer centered copy, while adding some pretty concrete, detailed tools alongside the advice. This is definitely a great book to have near your desk when you need something to get you thinking. I can see myself getting a lot of repeat use out of it.
Considering the publication date on this is 2006, it's pretty remarkable how much holds up. (I think even some of the basic web stuff is fine assuming you're keeping up to date with the situation on the ground). This is the book I really wish I could give to the marketers who work with me, but who do not spend time actually looking at copy (or the bad analytics their copy produces). It hits on the basics you'd expect, such as benefits first and customer centered copy, while adding some pretty concrete, detailed tools alongside the advice. This is definitely a great book to have near your desk when you need something to get you thinking. I can see myself getting a lot of repeat use out of it.
June 9, 2017
OK read, but agree with other reviews that quite a bit has changed since the book was last updated. The straightforward, hard-sell philosophy seems to go against the tenets of neuromarketing and the age of storytelling. All things with the likeability factor seem to go right out the window, except for the advice on the conversational tone. Some examples in this book seem to contradict his advice at times. And a lot seem suited for an audience that is at awareness level one only, before the copywriter needs to call attention to tough-to-colloquial-ize product differentiation factors. Some good advice nonetheless and I would love to see a new version.
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