The Copywriter’s Handbook: A Step-By-Step Guide to Writing Copy That Sells by Robert W. Bly is a comprehensive guide to copywriting for both print and online media.
It provides readers with dozens of copywriting techniques to help them write clear, persuasive, and attention-grabbing ads, emails, and websites that will sell more products.
The book covers topics such as creating compelling headlines, identifying the reader’s problem, writing like you are talking to real people, using trial and error, being concise, social proofing, nailing your call to action, avoiding the unusual, knowing exactly what you are selling, knowing your audience, using bullet points, limiting your reader’s choices, risk reversal, and asking for the sale.
The book also explains the importance of the headline in most advertisements, as it decides whether the reader will read the copy or not.
It also explains the role of a copywriter, which is to write clear, concise copy for ads and marketing materials while working closely with web and graphic designers.
What I Liked
It’s systematic and approachable. It’s a solid resource to learn the basics of copywriting.
What I Did Not Like
It’s a bit too comprehensive & dense. Many of the examples are now quite dated.