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The Copywriter's Handbook: A Step-By-Step Guide to Writing Copy That Sells [Englisch] [Taschenbuch]

Robert W. Bly
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Kurzbeschreibung

6. April 2006
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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Produktinformation

  • Taschenbuch: 410 Seiten
  • Verlag: Owl Books; Auflage: 0003 (6. April 2006)
  • Sprache: Englisch
  • ISBN-10: 0805078045
  • ISBN-13: 978-0805078046
  • Größe und/oder Gewicht: 20,9 x 15,2 x 1,9 cm
  • Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)
  • Amazon Bestseller-Rang: Nr. 82.428 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)

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Produktbeschreibungen

Pressestimmen

"This book succeeds on two levels. For beginners, it offers a clear, comprehensive guide to the business of and techniques used in advertising copywriting. And for the professionals behind the typewriter, this book is a valuable back-to-basics tool that should be given a prominent slot on the bookshelf."-Los Angeles Times

Synopsis

This is the classic guide to copywriting, now in an entirely revised and updated third edition. This is the ultimate guide for anyone who writes or approves copy, from the master of business-to-business and direct marketing. Copywriters, account managers, freelance writers, entrepreneurs and brand managers: anyone involved in anything in which the written word is used to generate sales needs this book. It reveals dozens of copywriting techniques that will help individuals or employees write ads, commercials and mailings that are clear, persuasive and guaranteed to get attention. Already a standard reference for the advertising trade, "The Copywriter's Handbook" has been revised to include all the essential information for mastering copywriting in the Internet era, including advice on Web and email based copywriting, multimedia presentations, Internet research and source documentation and an updated resource section.

It reveals tips for clean, effective copy at every level, including: the eight magic headlines - and how to use them; 11 ways to make copy more readable; 15 ways to open a sales letter; the nine characteristics of successful print ads; and, 15 techniques to ensure email marketing messages get opened. Advice is given on specific application of techniques for common marketing situations and general tips for effective working habits are given to reinforce their effectiveness. For all aspects of an industry where everything could always be a little bit better, this book is the best!


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3 von 3 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen In dieses Buch kann ich immer wieder "reinlesen" 2. März 2012
Von Manu
Format:Taschenbuch|Verifizierter Kauf
Bob Bly schreibt nicht nur selbst tolle Werbetexte und PR, er kann seinen Arbeitsstil auch anschaulich Schritt-für-Schritt dem Leser mitteilen. Ob Headlines oder Bodycopy oder Grafik-Design für Texter oder was auch immer - als Texter habe ich hier eine fundierte und unterhaltsam geschriebene Quelle, in der ich immer wieder mal wieder ein Kapitel lese: zum Auffrischen, zum Vertiefen oder einfach nur so - um wieder auf den "Boden der Tatsachen" zu kommen: Eben "Writing copy that sells". Die 3. Edition geht auch auf E-Mail-Marketing und "Writing for the web" ein.

Fazit: Wer, wie ich, David Ogilvys "Confessions of an Advertising Man" (Bekenntnisse eines Werbemannes) mag und der Meinung ist, dass die eigenen Texte wie verrückt verkaufen sollen (statt nur schön auszusehen und Awards zu gewinnen), findet hier eine vertiefende Ergänzung zum Thema "Verkaufsstarkes Schreiben". Wenn diese Texte dann doch einen Award einbringen, auch nicht schlecht... ;-))

PS: Auch nicht schlecht ist sein "PR für Dummies" (Yaverbaum, Bly, Benun)
War diese Rezension für Sie hilfreich?
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com: 4.6 von 5 Sternen  83 Rezensionen
57 von 61 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Review From an SEO Guru & Web Developer 10. Februar 2010
Von Compay - Veröffentlicht auf Amazon.com
Format:Taschenbuch|Verifizierter Kauf
If you want to improve your writing skills for print or the web, this is the book that you need to own. This book is all steak with the fat trimmed off, powerful tips and techniques with absolutely no fluff.

While some of the techniques included in the book aren't unique to copywriting guides, Bly offers his own effective spin on them. In the first 60 pages alone, you're treated to a goldmine of tips on writing effective headlines and crafting easy-to-read copy. Bly tackles copywriting methods for direct mail, catalogs, brochures, websites, and even press releases. Unlike most books on copy, Bly provides great advice on writing for TV commercials and radio spots.

As a Search Engine Optimization guru, I found Bly's take on writing web copy to be extremely refreshing, even if it wasn't new information to me personally. I loved that this was probably the only copywriting book that actually stresses finding the balance between writing copy that sells, and copy that is search engine friendly. Most web design books don't discuss copywriting, and most copywriting authors have no knowledge of writing for search engines. Bly certainly did his homework.

This is an excellent guide for writing copy, especially if you're writing for websites. This book is probably the best investment that you will ever make.
14 von 14 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen The best nuts and bolts guide for writing effective ad copy 4. April 2009
Von Dark Helmet - Veröffentlicht auf Amazon.com
Format:Taschenbuch
This book is mainly geared towards people wanting to learn hard sell direct response advertising. Sales letters and web advertising are its main focus. There are chapters on other forms of advertising such as brochures and white papers, but IMHO there are other more effective books on soft sell methods.

As for the comments dinging the Bly on his comments about creative advertising... Yes, there is a place for creativity in advertising, but the creativity should never obscure the main purpose of advertising, which is to sell products. As a copywriter, your job is to write the words that get people to pull out their wallets and buy. Are there ads that are both effective and creative? Of course. However, for a copywriter, effective should always come before creative. Never forget that you're playing with other peoples' money, and advertisers want the best bang for their buck.

Note that there have been some revisions for the 3rd edition. The section on computer equipment have been removed. No big loss there, since by definition the technology would be outdated by the time the book went to print. The chapter on freelancing has also been omitted, since Bly devotes an entire book to freelancing, Secrets of a Freelance Writer.
16 von 17 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Breaks down the basics of writing killer copy 28. Juli 2007
Von Stacy Karacostas - Veröffentlicht auf Amazon.com
Format:Taschenbuch
Before I started my own copywriting business years ago, this one was my first books on the subject. And I still refer back to it periodically. Bob Bly is a copywriting legend who is well-known for making the fundamentals of writing great copy easy to understand. Whether you're thinking about a writing career, or just need to make your marketing materials more effective, this is the perfect primer for anyone who wants to learn how to write to sell!
11 von 11 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A Copywriting Bible 3. November 2012
Von Amazon Customer - Veröffentlicht auf Amazon.com
Format:Kindle Edition|Verifizierter Kauf
The knock that some reviewers gave on this book is that its just contains basic copywriting principles for beginners. Have you guys noticed a lot of the print and television advertising? Mostly cute, gimmicky filler that doesn't do the job of selling products. I remember a few years ago when the media blasted the SaleGenie.com Super Bowl ads for "not being entertaining enough" and being a "major fail." Many media outlets blasted SalesGenie.com for running ineffective ads and not knowing who their target audience is. They were wrong and so are the reviewers who criticized this book. By the way, SalesGenie.com GAINED 10,000 SUBSCRIBERS by Monday morning --the very next day. That was over $21 million in annual subscription sales. So much for not knowing their target market and target audience. It wasn't a cute commercial, but it was great sales copy that targeted underperforming sales professionals looking to gain a competitive edge over their peers. In fact, the SaleGenie.com commercial had the best ad copy, and it followed many of the principles explained in this book.

The Copywriter's Handbook will break down the anatomy of what's behind writing a good ad and how to construct good ad copy that sells products. Many copywriting books will tell you to use a bunch of techniques, but never explain the how or why about it. This is why there's so much inconsistent, bad ad copy proliferating. The author helps you understand why you must follow certain principles of constructing ad copy, and why certain techniques work. If you buy this book and actually read and comprehend what's in this book, you will learn how to write better ad copy.
12 von 13 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A fast-paced fun-to-read book on selling in print... 19. März 2009
Von Rob Northrup - Veröffentlicht auf Amazon.com
Format:Taschenbuch
From the opening line: "A copywriter is a salesperson behind a typewriter." Mr. Bly shows how sales, marketing and copy are related in a fast-paced and fun-to-read book that deserves to become dog-eared and highlighted and kept close by.

This book, the Copywriter's Handbook by Bob Bly, is one of the best books ever written on the subject of Writing Copy that Sells. He covers the range of sales materials from headlines and advertisements, to brochures, to public relations statements and he gives examples at each turn.

My favorite part of the book starts on page 79, and is titled "Getting Ready to Write". You can improve the effectiveness of your sales writing by 1000% if you will just take the information in this short twenty page chapter to heart and do the simple things that Mr. Bly recommends.

This is a classic and deserves every one of the 5 stars I have given it.
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