Facebook Twitter Pinterest <Einbetten>
  • Alle Preisangaben inkl. MwSt.
Nur noch 9 auf Lager (mehr ist unterwegs).
Verkauf und Versand durch Amazon. Geschenkverpackung verfügbar.
The Copywriter's Handbook... ist in Ihrem Einkaufwagen hinzugefügt worden
+ EUR 3,00 Versandkosten
Gebraucht: Gut | Details
Verkauft von Deal DE
Zustand: Gebraucht: Gut
Kommentar: Dieses Buch ist in gutem, sauberen Zustand. Seiten und Einband sind intakt.
Möchten Sie verkaufen?
Zur Rückseite klappen Zur Vorderseite klappen
Hörprobe Wird gespielt... Angehalten   Sie hören eine Hörprobe des Audible Hörbuch-Downloads.
Mehr erfahren
Alle 3 Bilder anzeigen

The Copywriter's Handbook: A Step-by-step Guide to Writing Copy That Sells (Englisch) Taschenbuch – 6. April 2006

4.5 von 5 Sternen 2 Kundenrezensionen

Alle Formate und Ausgaben anzeigen Andere Formate und Ausgaben ausblenden
Preis
Neu ab Gebraucht ab
Kindle Edition
"Bitte wiederholen"
Taschenbuch
"Bitte wiederholen"
EUR 17,47
EUR 6,50 EUR 6,99
27 neu ab EUR 6,50 17 gebraucht ab EUR 6,99
click to open popover

Wird oft zusammen gekauft

  • The Copywriter's Handbook: A Step-by-step Guide to Writing Copy That Sells
  • +
  • influence: The Psychology of Persuasion (Collins Business Essentials)
Gesamtpreis: EUR 30,46
Die ausgewählten Artikel zusammen kaufen

Es wird kein Kindle Gerät benötigt. Laden Sie eine der kostenlosen Kindle Apps herunter und beginnen Sie, Kindle-Bücher auf Ihrem Smartphone, Tablet und Computer zu lesen.

  • Apple
  • Android
  • Windows Phone

Geben Sie Ihre Mobiltelefonnummer ein, um die kostenfreie App zu beziehen.

Jeder kann Kindle Bücher lesen — selbst ohne ein Kindle-Gerät — mit der KOSTENFREIEN Kindle App für Smartphones, Tablets und Computer.


Produktinformation

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"


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!

Alle Produktbeschreibungen

Kundenrezensionen

4.5 von 5 Sternen
5 Sterne
1
4 Sterne
1
3 Sterne
0
2 Sterne
0
1 Stern
0
Beide Kundenrezensionen anzeigen
Sagen Sie Ihre Meinung zu diesem Artikel

Top-Kundenrezensionen

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)
Kommentar 4 Personen fanden diese Informationen hilfreich. War diese Rezension für Sie hilfreich? Ja Nein Feedback senden...
Vielen Dank für Ihr Feedback.
Wir konnten Ihre Stimmabgabe leider nicht speichern. Bitte erneut versuchen
Missbrauch melden
Format: Taschenbuch Verifizierter Kauf
Ich mag die Art, wie Robert Bly das Thema Texten anpackt. Gleich am Anfang geht es um Überschriften, und dann Stück um Stück je nach Gebiet (Anzeige, Werbebrief, Webseite, usw.). Für mich war zunächst nur das Texten der Webseiten interessant. Da versteift er sich ein bisschen auf Landing Pages. Für mich war trotzdem sehr viel interessantes heraus zu holen.
Am Ende ist das Buch eben an professionelle Texter gerichtet. Wer nur ein paar Tipps benötigt, könnte überfordert sein. Oder enttäuscht, weil er nicht in erster Linie Laien anspricht, und auch keine spezielle Branche im Blick hat.
Kommentar Eine Person fand diese Informationen hilfreich. War diese Rezension für Sie hilfreich? Ja Nein Feedback senden...
Vielen Dank für Ihr Feedback.
Wir konnten Ihre Stimmabgabe leider nicht speichern. Bitte erneut versuchen
Missbrauch melden

Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)

Amazon.com: 4.6 von 5 Sternen 155 Rezensionen
90 von 97 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.
24 von 25 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.
27 von 30 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.
23 von 25 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!
52 von 65 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen A maybe for aspiring copywriters, a no for practicing copywriters. 27. Juli 2008
Von Chovaleoni - Veröffentlicht auf Amazon.com
Format: Taschenbuch Verifizierter Kauf
If you're a practicing copywriter and don't know what a brochure is -- ummmmm...I hate to be the bearer of bad news, but perhaps you should consider another career. Yes, this book actually defines what a brochure is. I am shocked to see that experienced copywriters found it useful. The advice is rudimentary at best. I gave it three stars because a) basic information has its place and b) I didn't want to tarnish the rating. It was my mistake to buy it. If you're looking for a book to inspire award-winning creative, get Creative Advertising by Mario Pricken. After devouring it in one sitting, I wrote copy all night long. For fun. On a weekend. And, no, I'm not a sweltering geek. The Kickstart Catalogue is an amazing tool for bringing out your natural talent. It teaches you from the inside out (you'll understand what I mean when you read it).
Waren diese Rezensionen hilfreich? Wir wollen von Ihnen hören.