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The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells |  |
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The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells | |
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
网友对The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells的评论
I love this book. I will go back to it over and over again. I have also taken notes for quick reference. This book is brilliantly written and felt like a mentor was having a conversation with me. As I read it, questions would come to mind and before I knew it I was reading answers to my questions. Is the author reading my mind? Of course not, but it sure felt that way. I am a very blunt and direct person and that is how this book is written. It does a fantastic job of giving you a clear picture of what copywriting is and how it differs from other types of writing.
I could go on all day about this book. If you need to understand copywriting and what is expected from copywriters, this book is a must-have!
I have purchased courses, read many books and reports on the subject of copywriting and I can tell you none of them even come close to how Bob Bly's book, The Copywriters Handbook educates and breaks done every step in a very easy format, that anyone can follow and learn how to sell with words.
Don't be fooled on how basic the first few chapters may seem, you'll find that Bob bly doesn't hold back on any of his expert knowledge on the topic of copywriting.
I highly recommend this book to anyone who is serious on learning how to be a marketer and on selling with words.
I'm new to copy writing. After much research reading book reviews on Amazon, I read Ogilvy on Advertising first (very good, especially for its print images & layouts). Then the 4th Edition (don't read the 5th edition) of Tested Ad Methods by John Caples (even better than Ogilvy). And finally I read Bob Bly's Copywriter's Handbook (best of the 3).
If you're new & in a rush, then just read Bly. Otherwise, you could follow my reading sequence as the first two books have their own strengths.
All three authors emphasize that copy writing is about salesmanship (better to follow conventions that have already been proven to work), not entertainment that reinvents the wheel & gets you few sales.
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