Book review: The Copywriter’s Handbook by Robert Bly
This review handles the third revised and updated edition.
The Copywriter’s Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells. Revised and Expanded
Author: Robert W. Bly
I was especially interested in copy for the internet. Unfortunately, the book itself does little to address web-copy.
Still, many of his suggestions are directly applicable to Web content creation.
For instance:
- Write snappy headlines
- Give all the facts
- Divide the information into short, easy-to-read sections
- Use hard-working visuals
But nevertheless, I still had the feeling this book was some what outdated.
Don’t get me wrong, he does an excellent job at taking you through the entire copywriting process. And, as a beginner, this is very important.
He takes a very final stance on the purpose of being a copywriter. He says: “As a copywriter, it’s your job to insure sales, not to be an artist and entertain.”
This is somewhat twofold. Robert Bly seems to dismiss the power of creativity and hammers referring back to the “old school” of “how to…” “why…”, etc. headlines. For the web, utterly important, but a little creativity never hurt anyone no?
Still, I definitely recommend this book to anyone who’s interested in or who’s starting out as a copywriter.
comments
Leave a Reply