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The Copywriter’s Handbook: A Step-by-Step Guide to Writing Copy That Sells

Robert W. Bly

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  • David OgilvyPublisher-reproduced endorsement of an earlier edition
    Macmillan reproduces Ogilvy’s endorsement of the book. It concerns an earlier edition: Ogilvy died in 1999 and could not have endorsed the added material in the 2020 fourth edition described here.
    Source

Summary

Robert W. Bly explains how to write advertising copy that helps readers understand a product and gives them reasons to respond. He treats copywriting as selling through words, with attention to the audience, the offer and clear arguments. The fourth edition extends this approach to digital formats and discusses measuring results rather than judging advertising only by its entertainment value.

  • SourceThe Copywriter’s Handbook: A Step-by-Step Guide to Writing Copy That Sells — publisher or primary text · About This Book and Read Excerpt, An Introduction to Copywriting

Why read it Our view

Use audience, offer, selling arguments and response measures to write product copy; the endorsement concerns an earlier edition.