Copywriter's Handbook

The classic guide to copywriting, now in an entirely updated fourth edition

This is a book for everyone who writes or approves copy: copywriters, multichannel marketers, creative directors, freelance writers, marketing managers . . . even small business owners and information marketers. It reveals dozens of copywriting techniques that can help you write both print and online ads, emails, and websites that are clear, persuasive, and get more attention-and sell more products.

Among the tips revealed:

* 8 headlines that work--and how to use them
* The 5-step "Motivating Sequence" for generating more sales and profits
* 10 tips for boosting landing page conversion rates
* 15 techniques to ensure your emails get high open and click-through rates
* How to create powerful "lead magnets" that double response rates
* The "4 S" formula for making your copy clear, concise, and compelling

This thoroughly revised fourth edition includes all new essential information for mastering copywriting in the digital age, including advice on content marketing, online videos, and high-conversion landing pages, as well as entirely updated resources.

Now more indispensable than ever, Robert W. Bly's The Copywriter's Handbook remains the ultimate guide for people who write or work with copy.

Preface to the Fourth Edition
Preface to the First Edition
A Note About You, the Reader
Acknowledgments

1: An Introduction to Copywriting
2: Writing to Get Attention: The Headline and Subject Line
3: Writing to Communicate
4: Writing to Sell
5: Getting Ready to Write
6: Writing Print Advertisements
7: Writing Direct Mail
8: Writing Brochures, Catalogs, and Other Printed and PDF Sales Materials
9: Writing Public Relations Materials
10: Writing TV and Radio Commercials
11: Writing Web Sites
12: Writing Landing Pages
13: Writing E-­mail Marketing
14: Writing Online Ads
15: Writing for Social Media
16: Writing for Video
17: Writing for Content Marketing
18: Getting Your Copy Written
19: Getting Your Copy Designed and Produced

Appendices:
Appendix A: Glossary of Advertising Terms
Appendix B: Periodicals
Appendix C: Web Sites and Blogs
Appendix D: Books
Appendix E: Organizations

Notes
Index