- Taschenbuch: 416 Seiten
- Verlag: Henry Holt & Company Inc; Auflage: 3rd ed. (6. April 2006)
- Sprache: Englisch
- ISBN-10: 0805078045
- ISBN-13: 978-0805078046
- Größe und/oder Gewicht: 14 x 2 x 20,8 cm
- Durchschnittliche Kundenbewertung: 2 Kundenrezensionen
- Amazon Bestseller-Rang: Nr. 71.146 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
The Copywriter's Handbook: A Step-by-step Guide to Writing Copy That Sells (Englisch) Taschenbuch – 6. April 2006
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"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""
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
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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)
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.
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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.
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.
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.