In "The Copywriter's Handbook," Robert W. Bly emphasizes that the core of successful copywriting lies in reworking existing ideas rather than striving for originality. His perspective challenges the notion that creativity must be entirely novel; instead, he suggests that effective communication often involves adapting proven techniques that resonate with audiences. This approach encourages writers to learn from past successful campaigns and to utilize those insights to craft compelling messages.

Bly's philosophy fosters a practical mindset within copywriting, focusing on results rather than on the pursuit of unique concepts. By reusing methods that have demonstrated effectiveness, copywriters can efficiently create content that captures attention and drives sales. Ultimately, his work serves as a guide for honing skills that leverage existing successes to achieve impactful copy that meets client needs.