The Copywriter’s Handbook — Third Edition
- Author: Robert W. Bly
- Publisher: Owl Books
- Classification: Advertising, Copywriting, Marketing
This book is aimed at both experienced and new/potenital copywriters. It’s a practical hands-on guide with tips, tricks and lots of examples of good copywriting in action.
What makes these examples work well is the fact that they are not in situ. So stripped of all their creative surroundings you can focus properly on style, form and technique.
So here’s a snapshot of the type of content covered:
- 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 charactersistics of successful print ads
- How to build a successful freelance copywriting practice
- Fifteen techniques to ensure your e-mail marketing message is opened
Books on copywriting tend to be written by either ad copywriters (such as Luke Sullivan and his excellent Hey Whipple, Squeeze This) or direct marketing guys. Robert Bly’s experience comes from his work in business-to-business and direct-response.
Why’s this important? Well, there is a never ending argument over long/short copy and if sub-heads should be used etc. The direct-response people will always recomend longer copy and using sub-heads, while the traditional ad guys tend to lean towards short and uncluttered copy (so no sub-heads).
My personal thoughts can be summed up as ‘what are you trying to do?’ If you’re writing direct-response copy go with best practice there. If you’re writing for a billboard you’re probably better off going for best practice in that field.
If you’re a copywriter, or are looking to get started in the business then reading books by authors who’ve worked in both areas is an excellent idea.
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
But I look to have wandered away from the point of a book review now. So to get back on track, is it any good? Yes. I would strongly recommend buying a copy, reading it and keeping it on the book shelf to refer back to.
Creative guys keep creative examples that took their fancy, and books on design to help kick-start the creative process. Books like this are the copywriter‘s equivalent, and you’ll be doing yourself a favour if you grab a copy…
As always, let me know your thoughts on this book, and post some other great examples that you may have read…
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2 Responses to ‘The Copywriter’s Handbook — Third Edition’
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This really is a must-have book in any collection for any serious copywriter.
I agree, any copywriters out there must own a copy of this book. Have you got any other examples that are worth reading? (By the way, interesting post on your site about the BBC and SEO.)