The full title of this book by Bob Bly is
“The Copywriter’s Handbook: A Step-by-step Guide to Writing Copy That Sells“.
In my review posted on Amazon.co.uk, I gave the book a rating of Four Stars. This means I think it is Good and Well Worth Reading.
Here is my book review.
A good guide for someone who wants to be a freelance copywriter
This 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 after a recommendation from a client who was a copywriter and because of the rave reviews on Amazon.com. 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.
It is 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 and how to hire and work with copywriters. The final chapter is an introduction to graphic design issues.
There is a good chapter on headlines which is often the most essential element of copy since it is the “ad for the ad”. However the book is short of wows. I didn’t find myself rushing to update my notes or reaching for the highlighting pen too often.
It is recommended for anyone wanting to become a freelance copywriter since it has such a wide scope. However I would also encourage you to spend time reading the direct response classics from Joe Sugarman, Claude Hopkins, Gary Halbert, David Ogilvy, Victor Schwab, Dan Kennedy etc.
Paul Simister is a business coach who helps business owners who are stuck, get unstuck. If your business is based in the UK, you can have a free Business SOS consultation with me.
There are many thousand of business books, you can see the full list of my reviews at Business Books Reviews by Paul Simister. I’ve also narrowed these down to a list of the 12 Best Business Books For Business Owners & Entrepreneurs.