Copywriter's Handbook A Step-by-Step Guide to Writing Copy That Sells

ISBN-10: 0805078045
ISBN-13: 9780805078046
Edition: 3rd 2006 (Revised)
Authors: Robert W. Bly
List price: $19.99 Buy it from $4.53
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Description: 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  More...

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Book details

List price: $19.99
Edition: 3rd
Copyright year: 2006
Publisher: Henry Holt & Company
Publication date: 4/4/2006
Binding: Paperback
Pages: 432
Size: 5.75" wide x 8.50" long x 1.00" tall
Weight: 0.946
Language: English

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

Preface to the Third Edition
Preface to the First Edition
Acknowledgments
An Introduction to Copywriting
Writing to Get Attention: The Headline
Writing to Communicate
Writing to Sell
Getting Ready to Write
Writing Print Advertisements
Writing Direct Mail
Writing Brochures, Catalogs, and Other Sales Materials
Writing Public Relations Materials
Writing Commercials and Multimedia Presentations
Writing for the Web
Writing E-Mail Marketing
How to Get a Job as a Copywriter
How to Hire and Work with Copywriters
Graphic Design for Copywriters
Appendices
Glossary of Advertising Terms
Periodicals
Web Sites
Books
Organizations
Sources
Index

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