In "The Copywriter's Handbook," Robert W. Bly emphasizes that the true measure of a copywriter's success should be based on the sales generated by their writing rather than their creativity or originality. This perspective highlights the primary goal of copywriting: to persuade and convert readers into buyers.

Bly suggests that effective copy should prioritize results and impact, focusing on clear communication that drives sales. By evaluating performance through the lens of revenue and customer response, copywriters can better understand the effectiveness of their work and continuously improve their skills in creating compelling copy that sells.