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  • (Beginning) Copywriter's handbook

  • The Copywriter's Handbook is pretty much what is pretends to be: a good guide for starting copywriters. Bly's message: copywriting is not an art, but a craft of finding the most effective way of writing all kinds of different copy (brochures, flyers, mailings, ads). And he can help you to become bet ... Continue

    The Copywriter's Handbook is pretty much what is pretends to be: a good guide for starting copywriters. Bly's message: copywriting is not an art, but a craft of finding the most effective way of writing all kinds of different copy (brochures, flyers, mailings, ads). And he can help you to become better at it.

    The first edition appeared in 1985, and although Bly has updated some content in 2005 (he added a chapter about writing for the web), some parts still are a bit outdated; when explaining how to write direct mail, he suggests using phrases that we have to come associate with badly written spam, e.g. starting letters with "YOU MAY HAVE WON..." or "Dear friend".

    That said, the book contains plenty of useful information on copywriting - a craft of which the basics have not changed much in the past 25 years. The book is well-written, clear and to the point, and covers many different aspects of copywriting: what words to use, who to address, what research to do, the average length of sentences, and many many more.

    As a starting copywriter, I expect I'll be consulting this book quite a lot in the coming months. Or even years.

    

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• ― Niek said on Feb 13, 2009 | Add your feedback

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  • Sintetico e diretto al punto come solo gli americani sanno fare. Ovviamente è una lettura professionale non aspettatevi alcuna teoria letteraria riguardante il lavoro del copy.

    

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• ― andpiras said on Feb 8, 2008 | Add your feedback

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 attentionand sell more products. Among the tips revealed are eight headlines that workand 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 Copywriters Handbook remains the ultimate guide for people who write or work with copy.

• 企劃行銷