The Copywriter's Handbook - Softcover

Bly, Robert

Softcover

ISBN 10: 0805078045 ISBN 13: 9780805078046

Publisher: Owl Books,U.S., 2006

Synopsis

Owl Books (NY)

About this title

Review:

"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

Synopsis:

This is the classic guide to copywriting, now in an entirely revised and updated third edition. This is the ultimate guide for anyone who writes or approves copy, from the master of business-to-business and direct marketing. Copywriters, account managers, freelance writers, entrepreneurs and brand managers: anyone involved in anything in which the written word is used to generate sales needs this book. It reveals dozens of copywriting techniques that will help individuals or employees write ads, commercials and mailings that are clear, persuasive and guaranteed to get attention. Already a standard reference for the advertising trade, "The Copywriter's Handbook" has been revised to include all the essential information for mastering copywriting in the Internet era, including advice on Web and email based copywriting, multimedia presentations, Internet research and source documentation and an updated resource section.

It reveals tips for clean, effective copy at every level, including: the eight magic headlines - and how to use them; 11 ways to make copy more readable; 15 ways to open a sales letter; the nine characteristics of successful print ads; and, 15 techniques to ensure email marketing messages get opened. Advice is given on specific application of techniques for common marketing situations and general tips for effective working habits are given to reinforce their effectiveness. For all aspects of an industry where everything could always be a little bit better, this book is the best!

About this edition

• Publisher: Owl Books,U.S.
• Publication date: 2006
• ISBN 10: 0805078045
• ISBN 13: 9780805078046
• Binding: Paperback
• Number of pages: 416