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The Copywriter's Handbook (Paperback)
by Robert W. Bly
| Category:
Copywriting, Advertising, Marketing communication, Sales |
| Market price: ¥ 198.00
MSL price:
¥ 168.00
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
Showing you how to write effectively and persuasively and teaches you how to craft good advertisements, brochures and commercials, this book is excellent, no-nonsense guide to copywriting. |
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Author: Robert W. Bly
Publisher: Holt Paperbacks; Third Edition edition
Pub. in: April, 2006
ISBN: 0805078045
Pages: 368
Measurements: 8.2 x 5.5 x 0.8 inches
Origin of product: USA
Order code: BA01216
Other information: ISBN-13: 978-0805078046
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- Awards & Credential -
Robert Bly is universally accepted as the master copywriter, particularly in the area of freelancing. In spite of 20 years in print, this book is a bible for copywriters. |
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- MSL Picks -
Robert Bly has written a clear guide for aspiring and established copywriters. He shows you how to write powerful, compelling copy that works for whatever format you need to fill, be it print ads, direct mail, brochures, catalogs, sales literature, PR material or commercial scripts.
He continues to explain not only the ins and outs of writing copy, but also the ins and out of the copywriting business; how to find the jobs that you want as a copywriter, how to hire other copywriters to work for you (whether as a business that needs copy, or a successful copy writer who has more work than he can handle).
Finally, we get a bonus section - a chapter explaining everything that a copy writer needs to know about graphic design (I personally think copy writers should know enough to be able to do some routine graphics work themselves, in a crunch).
One reservation that you may have is that the book is a little outdated (the updated edition dates back to 1990). For a similar, more recent work, focusing more on the business end of copywriting, you are encourage to look at the work of Peter Bowerman.
(From quoting Danny Iny, USA)
Target readers:
Copywriters, other advertising practitioners and marketing communication professionals.
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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 on CBS's Hard Copy. He lives in River Vale, New Jersey.
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From Publisher
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 attentionand sell more products. Among the tips revealed are eight headlines that workand 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 Copywriters Handbook remains the ultimate guide for people who write or work with copy.
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Amazon.com (MSL quote), USA
<2008-03-12 00:00>
The Copywriter's Handbook is somewhat out of date. There are no references to Web sites or the Internet, and author Robert W. Bly advises that a freelance copywriter have a good typewriter. No matter. Bly has compiled an incredibly useful resource for budding, and even experienced, copywriters. Bly calls his book "a step-by-step guide to writing copy that sells." And that it is: Bly covers the writing of print ads, direct mail, brochures, catalogues, public-relations material, trade-journal articles, speeches, newsletters, commercials, and more. But equally informative is the substantial amount of space that he devotes to the copywriting business, in which he offers guidance in setting up a freelance copywriting business, getting hired by an ad agency, and hiring and working with copywriters (this section also includes a chapter on graphic design for copywriters). This is a terrific book. If you don't take my word for it, take David Ogilvy's: "I don't know a single copywriter whose work would not be improved by reading this book," he says. "And that includes me." - Jane Steinberg |
Los Angeles Times (MSL quote), USA
<2008-03-12 00:00>
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. |
Carla (MSL quote), USA
<2008-03-12 00:00>
This book is well written. It uses real life examples. While it does not address online copywriting, which is my specific interest, i believe that the techniques are applicable to any form of copwriting, with a few minor adjustments. Best of all it is not boring. I would defitely recommend this book to a newbie...It is a MUST have. |
Andrew (MSL quote), USA
<2008-03-12 00:00>
A great back to basics book on the craft of advertising. I recommend this book to all junior copywriters out there and to those who are interested in writing advertising copy. Although a little out dated but the facts and insights remain extremely useful and enlightening. In fact, this was the very first book on copywriting that I got and it is still one of my all time favorites till this day. |
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