The Copywriter's Handbook, Third Edition

This is an accessible and widely popular guidebook for everyone who writes, edits, or approves copy—copywriters, account executives, creative directors, freelance writers, advertising managers, and even entrepreneurs and brand managers. The Copywriter's Handbook reveals dozens of techniques that will help anyone trying to write ads, commercials, direct mail pieces, and so forth.

Among the tips featured here:

* 8 headlines that work—and how to use them

* 11 ways to make your copy more readable

* 15 ways to open a sales letter

* The 9 characteristics of successful print ads

* How to build a successful freelance copywriting practice

* Fifteen techniques to ensure your e-mail marketing message is opened

Here, then, is "the best single volume on the subject of copywriting. [Bly's] advice is down-to-earth and practical" (Roger Parker, Audio Times).

Praise

"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

"The Copywriter’s Handbook should become essential equiptment not only for young writers but also those in supervisory positions and on the client side."—Ad Day

"I don't know a single copywriter whose work would not be improved by reading this book." —David Ogilvy

About the Author(s)

Robert W. Bly

Robert W. Bly is an independent copywriter specializing in business to business and direct-response advertising. He is the author of more than sixty books and has appeared on CNBC and CBS's Hard Copy. He lives in River Vale, New Jersey.

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Excerpt

1
AN INTRODUCTION TO COPYWRITING
“A copywriter is a salesperson behind a typewriter.”*
That quote comes from Judith Charles, president of her own retail advertising agency, Judith K. Charles Creative Communication. And it’s the best definition of the word copywriter I’ve ever heard.
The biggest mistake you can make as a copywriter is to judge advertising as laypeople judge it.

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