The Copywriter's Handbook by Robert Bly
Review - 4 Stars
The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells by Robert W. Bly (better known in the copywriting world as Bob Bly) is considered to be a modern classic.
Advertising legend David Ogilvy wrote "I don't know a single copywriter whose work would not be improved by reading this book. And that includes me."
I bought it because of the rave reviews on Amazon.com. To date 57 people have been inspired to write about The Copywriter's Handbook and 44 have given it a 5 star rating.
Who is The Copywriter's Handbook For?
The back cover says that it is for anyone who writes or approves copy including entrepreneurs.
I see it more for beginners and aspiring freelance copywriters.
What Is The Book Like?
No surprise - it is very well written and very easy to read.
The scope is very broad with chapters on print advertisements, direct mail, brochures, public relations, commercials and multi-media, websites and emails.
It also covers the issues of:
- How to get as a job as a copywriter
- How to hire and work with copywriters
The final chapter is an introduction to graphic design issues.
There is a good chapter on headlines - often the most essential element of copy since what you write has to be read.
However the book was short of wows - so I didn't find myself rushing to update my notes or reaching for the highlighting pen too often. But I don't believe I am the target audience. I have studied too much of Jay Abraham, Drayton Bird, Dan Kennedy and John Carlton.
Review Rating of The Copywriter's Handbook by Bob Bly - 4 Stars
My thoughts are that The Copywriter's Handbook is good, very good in fact and it deserves four stars.
It is recommended for anyone wanting to become a freelance copywriter since it has such a wide scope and it is a useful reminder of the basics for more experienced copywriters and people who have been studying copywriting and direct response marketing.
You Can Get It From Amazon
You can buy The Copywriter's Handbook from Amazon.com or Amazon.co.uk (affiliate links) You should also make sure that you cover the copywriting classics - see the legendary Gary Halbert's list of best copywriting books.For other books you may be interested in please see Copywriting Book Reviews