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Get inside the mind of a guy who s been at this over 25 years He s worked with multiple businesses in multiple industries If you read nothing else in this book, read the section about headlines The simple step by step process for headline creation is worth its weight in gold.Bly is a technical practitioner and a chemical engineer, so you get an interesting perspective on writing and the thought process behind writing to sell a product or service. I must say that this is a very handful book for advertising students as well as for beginners in copywriting You can say this is a sort of a manual book in copywriting What I like about this book is that it provides wide examples of effective headlines, sub headlines even direct mails Sometimes I used them for my assignments, hi3x.I used this as reference while I studied advertising in university and it really helped me in understanding the fundamental of copywriting.If I am a lecturer, I wil I must say that this is a very handful book for advertising students as well as for beginners in copywriting You can say this is a sort of a manual book in copywriting What I like about this book is that it provides wide examples of effective headlines, sub headlines even direct mails Sometimes I used them for my assignments, hi3x.I used this as reference while I studied advertising in university and it really helped me in understanding the fundamental of copywriting.If I am a lecturer, I will make The Copywriter s handbook as a text book for my students Bly does exactly what he recommends deliver the facts I think I had to pause every other sentence just to think for a second and actually process the information This is a textbook and therefore takes a lot of concentration The information is excellent, however I give it 3 stars because it doesn t cover all of the aspects of copywriting that I encounter I think copywriting also has to do with branding these days and the copywriting that Bly does is really only about sales For sales copywr Bly does exactly what he recommends deliver the facts I think I had to pause every other sentence just to think for a second and actually process the information This is a textbook and therefore takes a lot of concentration The information is excellent, however I give it 3 stars because it doesn t cover all of the aspects of copywriting that I encounter I think copywriting also has to do with branding these days and the copywriting that Bly does is really only about sales For sales copywriting the book is great however for branding it lacks I think I read the third edition the first time I ordered a copy, but I think this one is the first or second it s quite different which is a bit surprising I actually think this one is better if my original review is accurate it s pretty hard to say as most of the information in the book is fairly general there s not much in here not in a dozen other books It was nice to have it presented again though A very helpful book on how to write copy Several chapters won t be applicable to the novice copyrighter not interested in a career in copywriting Examples include writing copy for tv and how to get a job in copyrighting More detailed and thorough than similar books by Ray Edwards but drier as well Recommended. You have to buy this book You can t just check it out from your library You will refer to it again and again if you plan to write for businesses I think you should buy it if you are self employed It will teach you how to create a quick flier and save money Then you can hire copywriters for the big writing jobs and whip out the little jobs in minutes. Great starting point, I can see why it s a classic Vocalizes some of the things about writing you already knew, but assigns terminology to them Good reference brush up book as well. A good refresher or introduction to the field. As a professional software developer rather than a copywriter, my assessment may be unfair, but The Copywriters s Handbook disappointed me My biggest writing desire is to write persuasively in the shortest amount of space While the book did teach some of that, there was plenty that was completely uninteresting to me.My best suggestion is to read the book, but be prepared to skip outright the chapters that won t interest you You have no need to write a brochure Good, don t read the brochure c As a professional software developer rather than a copywriter, my assessment may be unfair, but The Copywriters s Handbook disappointed me My biggest writing desire is to write persuasively in the shortest amount of space While the book did teach some of that, there was plenty that was completely uninteresting to me.My best suggestion is to read the book, but be prepared to skip outright the chapters that won t interest you You have no need to write a brochure Good, don t read the brochure chapter because it won t teach you any other copywriting techniques.Treat the handbook as a reference to use when you need insight into a specific copywriter s subject ^READ KINDLE ↱ The Copywriter's Handbook: A Step-By-Step Guide to Writing Copy That Sells ↺ The classic guide to copywriting, now in an entirely updated third editionThis 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 attention and sell products Among the tips revealed are eight headlines that work and how to use them eleven ways to make your copy 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 openedThis 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 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