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Macmillan Childrens Publishing Group
The Copywriter's Handbook

The Copywriter's Handbook

A Step-by-Step Guide to Writing Copy That Sells (4th Edition)

Robert W. Bly

St. Martin's Griffin

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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.

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...

Praise for The Copywriter's Handbook

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

"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 professionals behind a typewriter, the book is a valuable back-to-basics tool that should be given a prominent slot on the bookshelf."—The Los Angeles Times

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

"Bob Bly's step-by-step guide remains, in my view, the best single volume available on the subject of copywriting. Its advice is down-to-earth and practical." —Roger Parker, Audio Times

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Reviews from Goodreads

Robert W. Bly

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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