The Copywriter’s Handbook

Robert W. Bly's guide is meant for anyone who writes or approves copy, from copywriters, creative directors and account executives to freelance writers, advertising managers, brand managers and entrepreneurs. It sets out techniques for clear, persuasive ads, commercials and direct mail, among them fifteen ways to open a sales letter, eight headlines that work and how to use them, the nine traits of successful print ads, eleven ways to make copy easier to read, and fifteen techniques for getting an email opened. It also explains how to build a freelance copywriting practice. The revised third edition added material for the internet era, including web and email copywriting, multimedia presentations, and online research and source documentation.

David Ogilvy, founder of Ogilvy & Mather, endorsed it, saying every copywriter he knew would do better work after reading it.