The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells - Robert W Bly | Work

Shows how to write effective advertising copy, looks at print ads, direct mail, brochures, catalogues, commercials, and public relations material, and offers advice on freelance and ad agency work.

The author focuses on selling, urging writers to identify the USP (that which makes a product different and saleable) and to put it right up-front, to deliver simple messages that everyone can understand, and to write precisely for the intended audience. Also chapters on getting a job in an agency, and going freelance. All-in-all, a practical and helpful guide.