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Robert W. Bly

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)

589 ratings

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The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells (4th Edition)
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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

Print length

432 pages
Language

English
Publisher

Holt Paperbacks
Publication date

April 4, 2006
Dimensions

5.5 x 0.8 x 8.28 inches
ISBN-10

0805078045
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.

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Product details

Publisher ‏ : ‎ Holt Paperbacks; 3rd edition (April 4, 2006)
Language ‏ : ‎ English
Paperback ‏ : ‎ 432 pages
ISBN-10 ‏ : ‎ 0805078045
ISBN-13 ‏ : ‎ 978-0805078046
Item Weight ‏ : ‎ 11.9 ounces
Dimensions ‏ : ‎ 5.5 x 0.8 x 8.28 inches

Best Sellers Rank: #393,381 in Books (See Top 100 in Books)
- #274 in Market Research Business (Books)
- #346 in Direct Marketing (Books)
- #347 in Business Writing Skills (Books)

Customer Reviews:
589 ratings

About the author

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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

5 star		74%
4 star		17%
3 star		6%
2 star		2%
1 star		1%

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Joshua Lee Henry

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

105 people found this helpful

Helpful

KylePandapatan

Lives up to its promise

Reviewed in the United States on July 27, 2019

Verified Purchase

Truly the handbook for new and experienced copywriters. He cuts through the fluff and shows us the core of what we need as copywriters. His language is clear and the organization makes it easy to skim.

To supplement this book, I recommend a framework for advertising such as Seducing Strangers: How to Get People to Buy What You're Selling by Joshua Weltman (the creative director behind Don Draper in Madmen).

(I'm not a fan of the classic tomes on advertising, they're a pain to acquire or take energy to translate to our modern situation).

One person found this helpful

Helpful

Kristine M. Smith

Want to Write For a Living? Bly Shows What It Takes

Reviewed in the United States on October 20, 2007

Verified Purchase

Highest recommendation!

I'm a copy writer for a small company serving businesses across the country. I learned the ad writing business "on the fly via Bly" after miraculously landing a copywriting job when a very brave Pacific Northwest employer decided to take a chance and hire me -- even though I didn't have a single day's worth of "in the trenches" experience beforehand!

My resume documented that I had written four books and dozens of articles for magazines and newspapers, but writing advertising copy is a whole 'nuther animal!

Because of Bly's excellent books (he has several -- none of them will steer you wrong) and a few others by Joe Vitale, I was able to jump into the new job and truly wow diverse clients from the get-go. The information and insights in The Copywriter's Handbook saved my bacon!

Kristine M Smith, Author

DeForest Kelley: A Harvest of Memories : My Life and Times With a Remarkable Gentleman Actor

17 people found this helpful

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Don M. Mcnulty

Great book for writers

Reviewed in the United States on December 25, 2019

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As a content, marketing, or article writer this is a book is really a must for your shelf. This book is a mainstay authored by a renowned copywriter.

Helpful

bob3660

Worth Much More Than the Retail Price

Reviewed in the United States on February 21, 2012

Verified Purchase

I've been a writer of e-books and articles since 2003 and a short while ago, I made a decision to move into the genre of copywriting. Bob Bly is one of the top in this field, and that's why I was initially interested in his book.

I found it to be a great read as it has a WEALTH of information within its pages. It's well-written and very easy to understand and absorb. It was a nice prelude for the copywriting course offered by the American Writers & Artist's, Inc. (AWAI) course in copywriting, and I would recommend it to anyone who is interested in pursuing a career in copywriting and even those who are already working as copywriters!

3 people found this helpful

Helpful

ShipMate

A Very Interesting & Truly Expert Dissertation of a Potentially Boring Subject

Reviewed in the United States on May 4, 2013

Verified Purchase

Robert Bly is an amazing writer. I mean, seriously, how could anyone make the topic of "copywriting" interesting? It certainly was NOT interesting when I spent all those years in school.

This book is stuffed with top-notch content, "how to," and "why to." A book to refer back to over and again.

Reviewed in the United States on January 15, 2020

Verified Purchase

Excellent book. No wonder it’s considered a Bible. Great addition to my copywriting library.

Helpful

Steve

Bob Bly - always results

Reviewed in the United States on July 29, 2018

Verified Purchase

Great Book. Bob Bly is a master. No matter what you think or know, Bob will give you insights that get you better results.

Helpful

Top reviews from other countries

Paul Simister

A good guide for someone who wants to be a freelance copywriter

Reviewed in the United Kingdom on December 8, 2015

Verified Purchase

This is considered to be a modern classic. Advertising legend David Ogilvy wrote "I don't know a single copywriter whose work would not be improved by reading this book. And that includes me."

I bought it after a recommendation from a client who was a copywriter and because of the rave reviews on Amazon.com. The back cover says that it is for anyone who writes or approves copy including entrepreneurs. I see it more for beginners and aspiring freelance copywriters.

It is well written and very easy to read. The scope is very broad with chapters on print advertisements, direct mail, brochures, public relations, commercials and multi-media, websites and emails. It also covers the issues of how to get as a job as a copywriter and how to hire and work with copywriters. The final chapter is an introduction to graphic design issues.

There is a good chapter on headlines which is often the most essential element of copy since it is the "ad for the ad". However the book is short of wows. I didn't find myself rushing to update my notes or reaching for the highlighting pen too often.

It is recommended for anyone wanting to become a freelance copywriter since it has such a wide scope. However I would also encourage you to spend time reading the direct response classics from Joe Sugarman, Claude Hopkins, Gary Halbert, David Ogilvy, Victor Schwab, Dan Kennedy etc.

About my book reviews - My goal is to help you to find the best business advice. I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.

Paul Simister, a business coach who helps business owners who are stuck, get unstuck.

11 people found this helpful

Mr. C. Gaynor

Your Copywriting Success Starts Here

Reviewed in the United Kingdom on September 27, 2017

Verified Purchase

Lots of juicy actionable nuggets in this book. Dip into it when you want, where you want, how you want.

Useful tips on writing headlines, formatting sales letters and general tips on what to say in different types of copy...

It's all broken down into organised chapters so you don't get information overload...

Just a great book that will get you eager to test out your copywriting skills straight after reading first three chapters!

Awesome!

One person found this helpful

Thing Reviewer

Has nice checklists though

Reviewed in the United Kingdom on February 2, 2017

Verified Purchase

Interesting. A little low of facts and high on opinion, but such is the nature of this field.

Has nice checklists though.

One person found this helpful

James M Williams

Fantastic book for new copy writers

Reviewed in the United Kingdom on August 7, 2015

Verified Purchase

I bought this book to try and improve my sales copy, overall it's a great read and I love how there are inspiring quotes throughout the book. When I read the book I was a complete novice to copy writing and needed to work on writing headlines. Some great insights and case studies, very useful for anyone starting out or even someone who's been writing copy for a while.

Ian Bone

An excellent and accessible book.

Reviewed in the United Kingdom on June 19, 2016

Verified Purchase

I found this book extremely useful, there were plenty on good ideas and concepts to try out. I have no doubt by following the guidance provided, my copywriting will improve.

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