In "The Copywriter's Handbook," Robert W. Bly emphasizes the primary purpose of advertising: to sell products. He outlines various techniques and strategies that copywriters can employ to create effective advertisements that resonate with potential customers and drive sales. The book serves as a comprehensive guide for anyone interested in improving their copywriting skills.

Bly provides practical insights, illustrating how well-crafted copy can capture attention and persuade consumers. By focusing on the fundamental goal of advertising, his work underscores the importance of understanding the target audience and delivering clear, compelling messages to influence purchasing decisions.