The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells

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 ads---from print, direct mail, and catalogues to public relations copy, tradeshow articles and newsletters. He even covers the best approaches to delivering great speeches, and mentions why some television commercials may "entertain", but not necessarily "sell".

In essence, the business is about sales. It's not an artistic endeavor; it's about taking a pragmatic approach to swaying a consumer's loyalty from brand X to brand Y. No frills included.

To say that Robert W Bly is the Guru of Copywriting, is like saying Rembrandt could paint a bit. What are you waiting for? Hurry; get this book now. You can thank the author later.

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.

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 advertising, which is to sell products. As a copywriter, your job is to write the words that get people to pull out their wallets and buy. Are there ads that are both effective and creative? Of course. However, for a copywriter, effective should always come before creative. Never forget that you're playing with other peoples' money, and advertisers want the best bang for their buck.

Note that there have been some revisions for the 3rd edition. The section on computer equipment have been removed. No big loss there, since by definition the technology would be outdated by the time the book went to print. The chapter on freelancing has also been omitted, since Bly devotes an entire book to freelancing, Secrets of a Freelance Writer.

From the opening line: "A copywriter is a salesperson behind a typewriter." Mr. Bly shows how sales, marketing and copy are related in a fast-paced and fun-to-read book that deserves to become dog-eared and highlighted and kept close by.

This book, the Copywriter's Handbook by Bob Bly, is one of the best books ever written on the subject of Writing Copy that Sells. He covers the range of sales materials from headlines and advertisements, to brochures, to public relations statements and he gives examples at each turn.

My favorite part of the book starts on page 79, and is titled "Getting Ready to Write". You can improve the effectiveness of your sales writing by 1000% if you will just take the information in this short twenty page chapter to heart and do the simple things that Mr. Bly recommends.

This is a classic and deserves every one of the 5 stars I have given it.

The Copywriter's Handbook is just as the name suggests - it's a good handbook, easy to read with practical examples.