Avoid pompous words and fancy phrases.

Robert W. Bly The Copywriter's...
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In "The Copywriter's Handbook," Robert W. Bly provides a practical guide for anyone looking to write effective copy that sells. He emphasizes clarity and simplicity, stressing the importance of understanding the target audience. Bly covers various aspects of copywriting, including headlines, writing styles, and persuasive techniques that can engage readers and drive sales.

The book serves as a comprehensive resource, offering step-by-step instructions and real-world examples. Bly’s advice includes focusing on...

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The Copywriter's...
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Other quotes in The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells

Experienced copywriters turn those features into customer benefits: reasons why the reader should buy the product.

Robert W. Bly The Copywriter's...

the words in your copy should be like the windows in a storefront. The reader should be able to see right through them and see the product.

Robert W. Bly The Copywriter's...

In their pamphlet "Why Don't Those Salespeople Sell," Learning Dynamics Incorporated, a sales training firm, cites poor ability to present benefits as one of ten reasons why salespeople fail to make the sale.

Robert W. Bly The Copywriter's...

To sell, your copy must get attention . . . hook the reader's interest . . . create a desire for the product . . . prove the product's superiority . . . and ask for action.

Robert W. Bly The Copywriter's...

Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy that is read, understood, and reacted to-copy that makes the arguments so convincingly the customer can't help but want to buy the product being advertised.

Robert W. Bly The Copywriter's...

Of course, I have never agreed that creativity is the great contribution of the advertising agency, and a look through the pages of the business magazines should dramatize my contention that much advertising suffers from overzealous creativity-aiming for high readership scores rather than for the accomplishment of a specified communications task. Or, worse, creativity for self-satisfaction. -Howard Sawyer, Vice President, Marsteller, Inc.

Robert W. Bly The Copywriter's...
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Other quotes in book quote

All the things you can talk about in anyone's work are the things that are least important.

Edward Gorey Ascending Peculiarity:...
All the things you can talk about in anyone's work are the things that are least important.

Race of Cain, ascend to heaven, And cast God down upon the earth!

Charles Baudelaire The Flowers of Evil / The...
Race of Cain, ascend to heaven, And cast God down upon the earth!

"Philip Sharpe was a soldier in God's army," says the minister. "Now he marches with the angels."

Holly Black Red Glove
"Philip Sharpe was a soldier in God's army," says the minister. "Now he marches with the angels."

For me the curse is a crutch, but the con is everything.

Holly Black White Cat
For me the curse is a crutch, but the con is everything.

I don't have anything against God. Far from it. But I don't understand Him. And I don't trust a lot of the people that go around claiming that they're working in His best interests.

Jim Butcher Grave Peril
I don't have anything against God. Far from it. But I don't understand Him. And I don't trust a lot of the people that go around claiming that they're working in His best interests.

"What peace can the eye find from the swift sky? \nO cupbearer, give me a cup to rest a moment. \nI told Wit these matters; he smiled and said: \nHard is the daily life, full of amazing troubles and a world disarrayed. \nOn the path of love-play, there is no safety and comfort; \nCursed be the heart that seeks healing for your pain. \nThe people of delight and charm have no way in the street of libertines; \nOne must be a traveler—all-consuming, not naive and carefree. \nHuman beings do not come into the earthly world completed; \nA new world must be built anew, and a new man again. \nWhat is Hafez’s weeping to measure before the sufficiency of love, \nThat in this sea it displays the moisture of seven seas?"

Divan Hafez Shirazi from...
"What peace can the eye find from the swift sky? \nO cupbearer, give me a cup to rest a moment. \nI told Wit these matters; he smiled and said: \nHard is the daily life, full of amazing troubles and a world disarrayed. \nOn the path of love-play, there is no safety and comfort; \nCursed be the heart that seeks healing for your pain. \nThe people of delight and charm have no way in the street of libertines; \nOne must be a traveler—all-consuming, not naive and carefree. \nHuman beings do not come into the earthly world completed; \nA new world must be built anew, and a new man again. \nWhat is Hafez’s weeping to measure before the sufficiency of love, \nThat in this sea it displays the moisture of seven seas?"
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