The copywriter's handbook: a step-by-step guide to writing by Robert W. Bly

By Robert W. Bly

The vintage advisor to copywriting, now in a completely up to date 3rd editionThis is a booklet for everybody who writes or approves replica: copywriters, account executives, artistic administrators, freelance writers, advertisements managers . . . even marketers and model managers. It finds dozens of copywriting suggestions which could assist you write advertisements, ads, and unsolicited mail which are transparent, persuasive, and get extra attention--and promote extra items. one of the tips published are• 8 headlines that work--and the way to use them• 11 how one can make your replica extra readable• fifteen how you can open a revenues letter• the 9 features of winning print advertisements• the best way to construct a winning freelance copywriting perform• fifteen options to make sure your electronic mail advertising message is openedThis completely revised 3rd variation contains all new crucial info for getting to know copywriting within the net period, together with suggestion on internet- and e-mail-based copywriting, multimedia shows, and web study and resource documentation, in addition to up-to-date assets. Now extra critical than ever, The Copywriter's guide continues to be the last word consultant for those that write or paintings with copy."I do not know a unmarried copywriter whose paintings wouldn't be greater by way of examining this book." --David Ogilvy

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Getting Attention We’ve already seen how headlines get attention by appealing to the reader’s self-interest. ” GE air conditioners “For Deep-Clean, Oil-Free Skin, Noxzema Has the Solution” Noxzema moisturizer Another effective attention-getting gambit is to give the reader news. Headlines that give news often use words such as new, discover, introducing, announcing, now, it’s here, at last, and just arrived. ” Exercise videotape “Discover Our New Rich-Roasted Taste” Brim decaffeinated coffee “Introducing New Come ’N Get It.

Has the Internet changed anything? Yes, and here are the changes I see. They are minor, but important, and where necessary, I have modified advice in this book to reflect them: 1. The Internet, computers, video games, and other electronic media have caused a reduction in the human attention span. Being concise has always been a virtue in writing, but now it is even more important. This does not mean that long copy doesn’t work, that people don’t read anymore (as some erroneously claim), or that all copy should be minimal.

Being artistic in nature, advertising writers naturally like ads that are aesthetically pleasing, as do advertising artists. But just because an ad is pretty and pleasant to read doesn’t necessarily mean it is persuading people to buy the product. Sometimes cheaply produced ads, written simply and directly without a lot of fluff, do the best job of selling. I’m not saying that all your ads should be “schlock” or that schlock always sells best. I am saying that the look, tone, and image of your advertising should be dictated by the product and your prospects—and not by what is fashionable in the advertising business at the time, or is aesthetically pleasing to artistic people who deliberately shun selling as if it were an unwholesome chore to be avoided at all costs.

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