The Copywriter’s Handbook: A Step-By-Step Guide To Writing Copy That Sells, 4th Edition by Robert W. Bly
English | 2020 | Non-Fiction > Educational | ePUB | 5.3 MB
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.
This is a book for everyone who writes, edits, or approves copy—ad agency copywriters, freelancers, ad managers, account executives, creative directors, publicists, entrepreneurs, sales and marketing managers, product and brand managers, Internet marketers, marcom professionals, content writers, and business owners. It is largely a book of rules, tips, techniques, and ideas.
Many big agency copywriters and creative directors will tell you that advertising writers don’t follow rules and that “great” advertising breaks the rules.
Maybe so. But before you can break the rules, you have to know the rules. And the number of rules and restrictions on marketing has multiplied at a prolific rate.
This book is written to give you guidelines and advice that can teach you to write effective copy—that is, copy that gets attention, gets its message across, and convinces the customer to buy the product.
Beginners will learn all the basics they need to know: what copy is, what it can do, and how to write copy that gets results.
For people who have been in the business a few years, The Copywriter’s Handbook serves as a welcome refresher in writing clear, simple, direct copy. And the book contains some new “tricks,” examples, and observations that can help these folks increase the selling power of their copy. Even “old pros” may find some new ideas—or some old ideas that they can use profitably for their own clients.
My approach is to teach through example. Copy excerpts from case histories and sample ads, commercials, mailers, Web pages, e-mails, and brochures illustrate the principles of effective copy. Guidelines are presented as easy-to-follow rules and hints.