This review is another from my old blog for reviewing writing-related books, Reading 4 Writers. Although this review was originally written in May of 2006, it's still a relevant review for a great resource for writers.
Not long ago, I posted a review of Robert Bly's The Online Copywriter's Handbook. When I picked up the next of my stack of library books to review, I realized it was another of Bly's books: The Copywriter's Handbook.
If I was impressed by the previous book, I can't even begin to tell you what I thought of this book! It contained some of the same information, sometimes even word-for-word, but it also contained a lot of new information.
Oddly enough, I thought the chapter on writing for an online format was more helpful, in some ways, than The Online Copywriter's Handbook - although that may have to do with the fact that The Copywriter's Handbook is several years newer, and therefore more up-to-date. For instance, Bly tackles the relatively new realm of SEO writing, and gives some tips that you won't hear from anyone else online - particularly the article factories who want SEO articles.
Bly also goes into great detail about things that were not covered in the Online Handbook at all, such as writing ads, press releases, and direct marketing materials. Another chapter covers how to find a job with an advertising agency - oddly enough, Bly doesn't seem to think too highly of freelancing - and the final chapter tells non-writers how to work with copywriters. (I know of several past editors and employers of mine who need to read this...) All of the information is very thorough and helpful.
It's a great book to have on your shelf for easy reference - there are so many pages that I stared at for quite some time, desperately trying to memorize the information there for future reference. There was just too much to take in, though, so I'll probably be buying the book myself just as soon as I have a little extra money - and I'd recommend the same to just about any other writer.