Table of Contents
Chapter 1


  • 3 Keys to Writing Copy in the Digital Age
  • Copywriting for Multichannel Marketing
  • The Effect of the Internet on Copywriting
Chapter 2

Headlines and Subject Lines

  • The 4 Functions of the Headline
  • The 8 Basic Types of Headlines
  • The 4 U’s Formula for Writing Effective Headlines
Chapter 3

Writing to Communicate

  • 11 Tips for Clear Copy
  • The 4 S Formula for Simplifying Your Writing
  • Tricks of the Copywriting Trade
Chapter 4

Writing to Sell

  • The Motivating Sequence
  • The 3-Part Unique Selling Proposition
  • The BDF Formula
Chapter 5

Getting Ready to Write

  • Research
  • 4-Step Copywriting Discovery Process
  • A Technique for Producing Advertising Ideas
Chapter 6

Writing Print Advertisements

  • The 9 Qualities of Ads That Work
  • A Checklist of Proven Advertising Ideas
  • The 10 Ad Response Mechanisms
Chapter 7

Writing Direct Mail

  • 15 Powerful Sales Letter Leads
  • Outer Envelope Teasers
  • Response-Boosting Tactics
Chapter 8

Writing Brochures and Catalogs

  • 11 Tips for Writing Better Sales Brochures
  • What to Include in Your Product Brochure
  • What to Include in Brochures Selling Services
Chapter 9

Writing PR

  • Writing Direct-to-Consumer Press Releases
  • 29 Press Release Topics
  • Writing Feature Articles
Chapter 10

Writing TV and Radio Commercials

  • The 12 Types of TV Commercials
  • Tips on Writing TV Spots
  • How to Write Radio Commercials
The Direct Mail Revolution
Chapter 11

Writing Web Sites

  • E-Commerce Web Sites
  • ClickFunnelsTM Websites
  • Search Engine Optimization Copywriting
Chapter 12

Writing Landing Pages

  • 10 Tips for Increasing Landing Page Conversion Rates
  • 7 Ways to Drive Traffic to Your Landing Page
  • More Web Site Tips and Tricks
Chapter 13

Writing E-Mail

  • 15 Ways to Write Winning E-Mail Campaigns
  • Writing the E-Mail Conversion Series
  • Marketing with E-Newsletters
Chapter 14

Writing Online Ads

  • Banner Ads
  • Pay-Per-Click Ads
  • Facebook Ads
Chapter 15

Writing for Social Media

  • Social Media Sales Funnels
  • Writing Social Media Posts
  • Writing LinkedIn Profiles
Chapter 16

Writing for Video

  • Explainer Videos
  • Video Sales Letters
  • Video Script Format
Chapter 17

Content Marketing

  • White Papers
  • Blogs
  • Case Studies
Chapter 18

Getting Your Copy Written

  • Client-Written Copy
  • Hiring Freelancers
  • Hiring Staff Writers
Chapter 19

Graphic Design

  • Copywriter’s Roughs
  • Basic Layout Templates
  • 10 Graphic Design Tips
Appendix A


Appendix B


Appendix C

Web Sites and Blogs

Appendix D


Appendix E



Bob Bly is an independent copywriter and consultant with 4+ decades of experience in business-to-business and direct marketing.

Bob has written copy for over 100 clients including IBM, AT&T, Medical Economics, Praxair, and Agora Publishing.

He is the author of 100 books including The Copywriter’s Handbook(Henry Holt) and The Big Book of Words That Sell (Skyhorse Publishing).

Bob’s articles have appeared in Cosmopolitan, City Paper, Parent Paper, Target Marketing, and many other publications.

He has won numerous writing awards including a DMA Gold Echo, AWAI Copywriter of the Year, two Southstar Awards, and an Honorary Mention at the New York Book Festival.

Prior to becoming a freelance copywriter, Bob was advertising manager for Koch Engineering, a manufacturer of process equipment. He has also worked as a marketing communications writer for Westinghouse Defense.

Bob Bly holds a B.S. in chemical engineering from the University of Rochester and has been trained as a Certified Novell Administrator (CNA). He is a member of the American Institute of Chemical Engineers.

Bob has appeared as a guest on dozens of TV and radio shows including CNBC, The Small Business Advocate, and CBS Hard Copy. He has been featured in major media ranging from the LA Times and Nation's Business to the New York Post and the National Enquirer.

The Direct Mail Revolution
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“This book succeeds on two levels. For beginners, it offers a clear, comprehensive guide to the business of and the techniques used in advertising copywriting. And for professionals, the book is a valuable back-to-basics tool.”
--Los Angeles Times