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The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells (4th Edition) Kindle Edition
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"I don't know a single copywriter whose work would not be improved by reading this book. And that includes me." ―David Ogilvy
"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 professionals behind a typewriter, the book is a valuable back-to-basics tool that should be given a prominent slot on the bookshelf."―The Los Angeles Times
"The Copywriter's Handbook should become essential equipment not only for young writers but also those in supervisory positions and on the client side." ―Ad Day
"Bob Bly's step-by-step guide remains, in my view, the best single volume available on the subject of copywriting. Its advice is down-to-earth and practical." ―Roger Parker, Audio Times
About the Author
Robert W. Bly is a freelance copywriter specializing in business-to-business, high-tech, and direct advertising. He is the author of more than sixty books and has appeared on CNBC and CBS's Hard Copy. He lives in Dumont, New Jersey.
Barry Abrams has narrated and produced audiobooks for a variety of publishers. Since 2012, he has also hosted and produced ESPN's In the Gate podcast. Based in Danbury, Connecticut, he also engineers and calls live webcasts of his son's ice hockey games.--This text refers to the audioCD edition.
- ASIN : B07S7L68NH
- Publisher : St. Martin's Griffin (April 7, 2020)
- Publication date : April 7, 2020
- Language : English
- File size : 7756 KB
- Text-to-Speech : Enabled
- Enhanced typesetting : Enabled
- X-Ray : Enabled
- Word Wise : Enabled
- Print length : 485 pages
- Lending : Not Enabled
- Best Sellers Rank: #83,317 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
About the author
Top reviews from the United States
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This is by no means a bad book. I think that the first few chapters are the most important thing you can read. They discuss the psychology of how to get people to click through to your content. The chapters also focus on how to get people to stay engaged with the content and how to get them to take action.
If you're going to buy this book I highly recommend you read the first five chapters as they are the main educational sections of the book. After that, you're going to want to read the chapters on digital marketing. I personally would skip the sections that talk about radio and TV and physical mail.
What's also good about the book is that it will give you a few ideas about where you can go and do further research about what you want to write about. Maybe you want to do landing pages as a main source, or maybe email marketing. The books doesn't try and force you to be a master at everything - instead it introduces the fundamental psychology associated with copywriting in general, then introduces you to various disciplines of copywriting. It's up to you if you want to explore each one after you're done with the book.
Overall, I recommend the book - but I would not use this as my only resource.
As a disclaimer I am about 1/3 of the way through this book. However, I cannot help but notice that the author has chosen to recycle ideas numerous times throughout the first few chapters of the book. I completely understand that important points require time and attention. However, I when I am told that I must "identify the problem" that my client's product/service can help fix... for the 8th time... I cannot help but want to skip over large sections of the prose. I feel that this book could have been consolidated into fewer pages. When I am done I will update this review. However, as of right now I am 33% finished and can say I have stumbled upon quite a lot recycled content.
He breaks down his advice, terms, and concepts so simple that even the most beginning of copywriters would understand!
There's also advice on how to write emails, e-newsletters, website copy, funnels, and more!
Se detalla desde las nociones más básicas hasta estructurar piezas de facebook ads o email marketing, en ese sentido está muy actualizado.
He discusses many of the principles of copywriting from writing benefits rather then features, how to construct sentences and paragraphs, and effective words for use in copywriting.
Robert does an excellent job at taking the beginner through the entire copywriting process and if you are already experienced he dedicates a huge part of the book on setting up a freelance copywriting business, which I have found excellent since I started my own business.
I have read several books on copywriting and the only other one that rivals this one is "Tested Advertising Methods" by John Caples. Personally I would recommend both of these books and quite frankly if I owned nothing but these two books I would be set with all the copywriting "how to" information I would need.
Top reviews from other countries
My copy was pretty, witty and nice to read, but was not converting to sales and this meant the copy wasn't working.
In a mad dash to improve I bought this along with 7-8 other books, they have all been useful but The Copywriter's Handbook has blown me away due to:
- Clear steps to take
- Helpful checklists to follow
- Short and simple examples to read
- Engaging writing which doesn't dwell on the details
Thoroughly enjoying this book and find it hard to put down it's changing the way I write and also think about copy for my business and the proof will be in the bank balance...
Reviewed in the United Kingdom on September 22, 2021