The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells, 3rd Edition

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Henry Holt and Company, Apr 1, 2007 - Business & Economics - 432 pages
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The classic guide to copywriting, now in an entirely updated third edition

This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention—and sell more products.

Among the tips revealed are
• 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 characteristics of successful print ads
• how to build a successful freelance copywriting practice
• fifteen techniques to ensure your e-mail marketing message
is opened

This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy.

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

 

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Contents

An Introduction to Copywriting
1
Writing to Get Attention The Headline
12
Writing to Communicate
37
Writing to Sell
63
Getting Ready to Write
98
Writing Print Advertisements
121
Writing Direct Mail
149
Writing Brochures Catalogs and Other Sales Materials
173
Writing Commercials and Multimedia Presentations
229
Writing for the Web
260
Writing EMail Marketing
286
How to Get a Job as a Copywriter
313
How to Hire and Work with Copywriters
341
Graphic Design for Copywriters
363
Sources
393
Index
399

Writing Public Relations Materials
203

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About the author (2007)

Robert W. Bly is a freelance copywriter specializing in business-to-business, high-tech, and direct advertising. He is the author of more than sixty books and has appeared on CNBC and CBS's Hard Copy. He lives in Dumont, New Jersey.

Bibliographic information