The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells
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- Create Date：2022-06-23 06:55:22
- Update Date：2025-09-06
- Status：finish
- Author：Robert W. Bly
- ISBN：1250238013
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Summary
The classic guide to copywriting， now in an entirely updated fourth edition
This is a book for everyone who writes or approves copy: copywriters， multichannel marketers， creative directors， freelance writers， marketing managers 。 。 。 even small business owners and information marketers。 It reveals dozens of copywriting techniques that can help you write both print and online ads， emails， and websites that are clear， persuasive， and get more attention--and sell more products。
Among the tips revealed:
* 8 headlines that work--and how to use them
* The 5-step "Motivating Sequence" for generating more sales and profits
* 10 tips for boosting landing page conversion rates
* 15 techniques to ensure your emails get high open and click-through rates
* How to create powerful "lead magnets" that double response rates
* The "4 S" formula for making your copy clear， concise， and compelling
This thoroughly revised fourth edition includes all new essential information for mastering copywriting in the digital age， including advice on content marketing， online videos， and high-conversion landing pages， as well as entirely updated resources。
Now more indispensable than ever， Robert W。 Bly's The Copywriter's Handbook remains the ultimate guide for people who write or work with copy。
This is a book for everyone who writes or approves copy: copywriters， multichannel marketers， creative directors， freelance writers， marketing managers 。 。 。 even small business owners and information marketers。 It reveals dozens of copywriting techniques that can help you write both print and online ads， emails， and websites that are clear， persuasive， and get more attention--and sell more products。
Among the tips revealed:
* 8 headlines that work--and how to use them
* The 5-step "Motivating Sequence" for generating more sales and profits
* 10 tips for boosting landing page conversion rates
* 15 techniques to ensure your emails get high open and click-through rates
* How to create powerful "lead magnets" that double response rates
* The "4 S" formula for making your copy clear， concise， and compelling
This thoroughly revised fourth edition includes all new essential information for mastering copywriting in the digital age， including advice on content marketing， online videos， and high-conversion landing pages， as well as entirely updated resources。
Now more indispensable than ever， Robert W。 Bly's The Copywriter's Handbook remains the ultimate guide for people who write or work with copy。
Reviews
kookyquinn
，
DNF - super outdated and not useful
Danijela Jerković
，
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 CopywritingAs 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 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 CopywritingAs 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 HeadlineYour 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 OgilvyYour 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 Headlines2。 Indirect Headlines3。 News Headlines4。 How-to Headlines5。 Question Headlines6。 Command Headlines7。 Reason-Why Headlines8。 Testimonial HeadlinesThe “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 CommunicateYou 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 Point10。 Write in a Friendly， Conversational Style11。 Avoid Sexist LanguageA 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 SellThe 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 Attention2。 Show a Need3。 Satisfy the Need and Position Your Product as a Solution to the Problem4。 Prove Your Product Can Do What You Say It Can Do5。 Ask for ActionCopywriters， 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 guiltOnce 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 WriteBut 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 ProductStep 2: Ask Questions About the ProductStep 3: Ask Questions About Your AudienceStep 4: Determine the Objective of Your CopyBefore 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 thewhole 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 withhaving 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 copySkill 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 Problem2。 Assemble Pertinent Facts3。 Gather General Knowledge4。 Look for Combinations5。 Sleep on It6。 Use a Checklist7。 Get Feedback8。 Team Up9。 Give New Ideas a Chance“Belief creates the actual fact。”~ William James 6: Writing Print AdvertisementsWrite 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 ADINVENT 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 Mail15 Ways to Start Your Sales Letter。。。The first sentence of your letter is the most important one。 This sentencesignals whether there is something of interest in your letter or whether it isworthless junk mail to be thrown away without a second glance。1。 State the Offer2。 Highlight the Free Literature3。 Make an Announcement4。 Tell a Story5。 Flatter the Reader6。 Write to the Reader Peer-to-Peer7。 A Personal Message from the President8。 Use a Provocative Quote9。 Ask a Question10。 Make It Personal11。 Identify the Reader’s Problem12。 Stress a Benefit13。 Use Human Interest14。 Let the Reader in on Some Inside Information15。 SweepstakesTHE 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 suchprecise 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 MaterialsToday， 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 CopyAnnual 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 Roosevelt9: Writing Public Relations MaterialsA 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 Histories2。 How-to Articles3。 Issue Articles4。 NewsBusiness 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。 Handouts10。 Pick a Catchy Title for Your SpeechMany 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 Gandhi10: Writing Commercials and Multimedia PresentationsWriting 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 Nightingale11: Writing for the Web“Try to be a rainbow in someone’s cloud。”— Maya Angelou12: Writing E-Mail Marketing“Real change， enduring change， happens one step at a time。”~ Ruth Bader Ginsburg13: How to Get a Job as a Copywriter“Wake up determined， go to bed satisfied。”~ Dwayne “The Rock” Johnson14: How to Hire and Work with Copywriters“Nobody built like you， you design yourself。”~ Jay-Z15: 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 。。。more
JC
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[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 pr [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。 。。。more
Andy
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Lots of value in here。 But there's a problem with informative books like these。。。Instead of learning about copywriting， or entrepreneurship， or [insert here]， your time is better spent learning about your niche and its problems。 Lots of value in here。 But there's a problem with informative books like these。。。Instead of learning about copywriting， or entrepreneurship， or [insert here]， your time is better spent learning about your niche and its problems。 。。。more
Mandy Morello
，
A good copywriting guideThere’s lots of good information in here for beginner copywriters。 It covers everything from blog posting to writing for video。 Which is why it’s quite a heavy read。 I’d prefer to read specific sections when I need to refer back to them rather than read all at once。
Luc de Bruin
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The book is a fine collection of all of the area’s in marketing someone can （and will） need copywriting for。 On many angles it is complete and sufficient， however many parts （towards the end of the book） that were written in 2019 are on the brink of being outdated or less relevant。It gave me some practical guidelines the business of writing good copy。
W。 Whalin
，
An Updated Classic Writing BookOne 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 t An Updated Classic Writing BookOne 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。 。。。more
Amirul Hakimi
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“The word free is the most powerful word in the copywriter’s vocabulary。”
Anthony L。 Wolf
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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 sa 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。" 。。。more
Lan Anh
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Rất recommend cuốn này với những bạn nào muốn viết dạng marketing content， còn creative content thì sẽ không thấy cuốn này hữu dụng lắm。Cơ bản là những tips and tricks để hook người đọc， cách làm email marketing， v。v Đọc xong cuốn này chắc cũng mở được một khóa dạy content đấy， tại toàn tips and tricks không à :））Không dám rate sao， xin nhường các vị vẫn còn hứng thú với writing manuals。
Narges Alimohammadi
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کتاب 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。
Eduardo Xavier
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It was a refresh about how to write objectively。 Robert W。 Bly goes further。 Thought it starts talking about how to write batter it covers lots of digital marketing tatics。 It also can be used to start an editorial system for content marketing and most of the book is really useful。
Kaspars Staškevičs
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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 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。 。。。more
Taylor
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I thought this book was a bit repetitive but very valuable。 It would have been nice if it included Tik Tok and Instagram。This is a great reference book to have to refer back to。
Jake
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I think what Bly talks about in this book makes sense and he is often right。 The problem is that these books can very quickly go out of date。 The way he talks about the internet is just kind of embarrassing。I think there is very useful stuff in this book。 The problem is that all of this information is widely available for free online these days。 There are thousands of blogs talking about the same thing。 And writers can just dive into the very root of what they need to learn about an aspect of wr I think what Bly talks about in this book makes sense and he is often right。 The problem is that these books can very quickly go out of date。 The way he talks about the internet is just kind of embarrassing。I think there is very useful stuff in this book。 The problem is that all of this information is widely available for free online these days。 There are thousands of blogs talking about the same thing。 And writers can just dive into the very root of what they need to learn about an aspect of writing without wading through a ton of other stuff that may not be so relevant or useful。 。。。more
جهانشاه محرابیان
，
برای نوشتن تبلیغات خلاق پیشنهاد می کنم این کتاب را مطالعه کنید
Lisa Benjamin
，
My fault， because I've had this book on my shelf for several years， but this book is showing its age。 There are some great ideas， and tips in the first few chapters， but after that it all gets a bit Mad Men。 My fault， because I've had this book on my shelf for several years， but this book is showing its age。 There are some great ideas， and tips in the first few chapters， but after that it all gets a bit Mad Men。 。。。more
Tahmina Ferdous
，
Obviously has a lot of great stuff to teach， with it being one of the classic must-read copywriting books and all。 But some of the advice is pretty dated and doesn't line up with currrent modes of copywriting imo。 Obviously has a lot of great stuff to teach， with it being one of the classic must-read copywriting books and all。 But some of the advice is pretty dated and doesn't line up with currrent modes of copywriting imo。 。。。more
Nicoleta Faina
，
The book is well written and full of useful lists， tips， ideas， and examples。 I loved reading it and learned many things I intend to implement soon。
Vincent
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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 outli 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。 。。。more
Leanne
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I'm still reading this book and it's pretty good though I'm almost certain that I spotted a few typos， which I'm curious to check with the publishers。It's one of those book that I'll check into time and time again because of the information within， especially as I'm starting out as a copywriter though there is a part about people who are hiring copywriters to work for them and I'm not sure how useful the book would be for non copywriters。 I think I would have found it pretty boring if it wasn't I'm still reading this book and it's pretty good though I'm almost certain that I spotted a few typos， which I'm curious to check with the publishers。It's one of those book that I'll check into time and time again because of the information within， especially as I'm starting out as a copywriter though there is a part about people who are hiring copywriters to work for them and I'm not sure how useful the book would be for non copywriters。 I think I would have found it pretty boring if it wasn't necessary for a pretty large part of my work。 。。。more
Jeroen
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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， wee 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。 。。。more
Una Bērziņa - Pudule
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The guide was off to a great start， but the quality slowly deteriorated towards the end， especially when it came to anything related to online copy。 I agree with most people here in the reviews—you can find all of this online， and for free。 Yes， doing your own research takes more time。 But if you're looking for how to write content for your website， landing pages， SM accounts， and everything else that's digital， you're bound to have more luck on blog articles。 The guide was off to a great start， but the quality slowly deteriorated towards the end， especially when it came to anything related to online copy。 I agree with most people here in the reviews—you can find all of this online， and for free。 Yes， doing your own research takes more time。 But if you're looking for how to write content for your website， landing pages， SM accounts， and everything else that's digital， you're bound to have more luck on blog articles。 。。。more
Maria
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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 step 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。 。。。more
Marta Manso
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A very good handbook to have within reach。 It’s oriented to selling， so maybe it’s not 100% applicable in your case （as it wasn't mine） but overall highly recommended to understand how to talk/write to your users when you need them to play some attention。 A very good handbook to have within reach。 It’s oriented to selling， so maybe it’s not 100% applicable in your case （as it wasn't mine） but overall highly recommended to understand how to talk/write to your users when you need them to play some attention。 。。。more
Stefan Bruun
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This book has some clear strengths and weaknesses。 It's great for the basics of copywriting。 Any new marketer can learn a lot here。 The challenge is that it tries to span too widely and that sections in more specific use cases such as AdWords or email marketing become very short and therefore don't really make an impact。 This book has some clear strengths and weaknesses。 It's great for the basics of copywriting。 Any new marketer can learn a lot here。 The challenge is that it tries to span too widely and that sections in more specific use cases such as AdWords or email marketing become very short and therefore don't really make an impact。 。。。more
Vassilena
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It was way less interesting compared to Sugarman's and Schwartz's books。 Still， a good overview for people just starting out in copywriting， but not too interesting for people with experience。 It was way less interesting compared to Sugarman's and Schwartz's books。 Still， a good overview for people just starting out in copywriting， but not too interesting for people with experience。 。。。more
Jennifer
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I learned some good tips and shared with my team。 The author is a bit full of himself and the text in places feel mysogistic。
Zane
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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。 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。 。。。more
Carrie Daws
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