A book for everyone who writes or edits copy, it reveals dozens of techniques that can help you write ads, commercials, and direct mail that get more attention and sell more products.
It is filled with no-nonsense advice and instruction on the craft of copywriting. It probably truly is the Bible for copywriting. If you are starting out on a path to a career in copywriting, just ask nearly any seasoned pro and they will refer you to Bly's work.
In this volume, Bly explains advertising and copywriting and the many forms they take shape in. He explains how copywriting applies to all manner of promotions and advertising, e.g., headlines and body copy for ads, brochures, letters, article writing, TV, radio, and both commercial and non-profit promotional materials. It is both a definitive how-to and an idea book.
Whether you are starting from scratch and completely clueless or a professional seeking new ideas and approaches, this is a must have book.
I'm a technical writer (not a copywriter), but felt that this book had good things to offer. I think it also helped define my own style of writing.
If you are into freelancing and consulting, I'd also highly recommend his 'Six Figure Consultant' book. He gives a lot of good practical advice and seems to have a lot of experience.
Have you ever had to write a sales letter? After too many of my own sales letters failing to earn me a penny, costing me more money than I could afford to lose - I picked up The Copywriters Handbook!
Bob's clear language and practical examples got be going again with little money and a lot of real knowledge. If you have to write sales copy in your business, I highly recommend you get this book today...