The Copywriter's Handbook: A Step-by-step Guide to Writing Copy That SellsRobert W. Bly
Taschenbuch
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 "
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