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The Copywriter's Handbook

The Copywriter's Handbook

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About the Book

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

About the Author:

Robert W. Bly is a freelance copywriter specializing in business-to-business, high-tech, and direct advertising. He is the author of more than sixty books and has appeared on CNBC and CBS's Hard Copy. He lives in Dumont, New Jersey.

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Product Details
  • ISBN-13: 9780805078046
  • Publisher: Holt McDougal
  • Publisher Imprint: Holt McDougal
  • Depth: 25
  • Height: 209 mm
  • No of Pages: 410
  • Series Title: English
  • Sub Title: A Step-by-step Guide to Writing Copy That Sells
  • Width: 152 mm
  • ISBN-10: 0805078045
  • Publisher Date: 04 Apr 2006
  • Binding: Paperback
  • Edition: 3 REV EXP
  • Language: English
  • Returnable: Y
  • Spine Width: 19 mm
  • Weight: 381 gr

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