How To Write Copy That Sells
By Robert W. Bly

Copywriting Guide 101:How to Write Copy That Sells

An intensive training session on how to write clear, crisp, result-getting copy for industrial, high-tech, and business-to-business products and services and direct response offers.


Here is a partial listing of topics covered. Your seminar can cover all topics or just the ones that are most important to your business.

Module 1: Overview

Module 2: Writing to Get Attention: The Headline

Module 3: How to write Clear and Understandable Body Copy

Module 4: Persuasive Writing

Module 5: Research: Getting Ready to Write Your Copy

Module 6: Writing Print Ads

Module 7: Writing Direct Mail

Module 8: Writing Brochures, Catalogs, Data Sheets, Fliers, and Other Marketing Documents

Module 9: Writing Public Relations Materials

Module 10: Adverted Direct Response Technique

Preparation and Customization

All clients must submit a completed questionnaire along with samples of their copy in advance of the seminar date. The seminar is tailored to your specific educational needs based on this information. Actual samples are used throughout the presentation as examples, for critiques, as exercises, and to illustrate and dramatize ideas presented in the classroom.

In addition, we further customize by going through the course agenda with you and having you tell us which items you want stressed and emphasized. There is no extra charge for this customization.

Number of Students

Recommended number of students is 6 to 20 per class; however, you may send up to 25 attendees for the base price. There is an additional materials and preparation fee for each student above 25.

Length and Fees

The fee structure is as follows:
Full day (5-6 hours)
Half-day (2-3 hours)
Lecture or speech (1 hour)

For the two-day program, I recommend a day of formal seminar presentation followed by breaking the class up into three or four groups for a second day of more personalized hands-on work-shops and tutorials that address their individual needs more directly.

Call Fern Dickey at (201) 797-8105 for pricing and availability.


A 50% nonrefundable deposit authorizes CTC to begin preparation and customization of your seminar and puts a firm hold over the dates you requested. Balance due net 30 days after presentation of seminar.


Client is billed at cost for all out-of-pocket expenses including long-distance telephone calls, fax transmissions, Federal Express, and messenger service.

Client must provide prepaid hotel reservations and prepaid round-trip plane tickets from Newark Airport (Newark, NJ) for all out-of-town engagements.


Textbook recommended (but not required) for seminar attendees is The Copywriter’s Handbook, by Bob Bly. I provide article reprints, checklists, samples, and other study materials to students during the seminar at no extra charge; these handouts cover all important topics, so purchase of the book is not required.

Follow-Up Programs

To maximize the effectiveness of training you may want to consider one of these three follow-up programs:

Telephone Hotline: Telephone consultation is available. Callers get advice and information on how to solve copywriting problems; however, I do not write or rewrite copy for you under this arrangement.

Copy Critiques: For up to one year following the seminar date, attendees can send me copy in progress for review, critique, and analysis, They will receive specific, detailed suggestions on how to improve offers, strategy, and copy. However, I do not write or rewrite copy for you under this arrangement.

Clinics: Some clients request a follow-up clinic at one or more locations. The clinics typically have 6 to 15 attendees and provide hands-on analysis and problem-solving for specific projects in progress. Fee and logistics are the same as for the seminar.

About the Seminar Leader

Bob Bly is an independent consultant and copywriter specializing in high-tech, business-to-business, industrial and direct response advertising. Clients include Value Rent-A-Car, Edith Roman Associates, Sony Corporation, Timeplex, Associated Air Freight, and Philadelphia National Bank.

Mr. Bly is the author of 45 books including Direct Mail Profits and The Copywriter’s Handbook. In addition, he writes a column for Direct magazine and has taught copywriting at New York University.

For More Information

To discuss the specifics of your seminar and reserve a date, call or write Bob Bly: at CTC, 22 East Quackenbush Avenue, 3rd Floor, Dumont, NJ 07628, phone (201) 385-1220.

What Clients and Attendees Say About Bob Bly’s Seminars and Consultations

“Your talk was well prepared and excellently presented. Not only was it extremely informative, but you succeeded in offering some startling insights that many of us failed to realize about our business-to-business advertising communications.”
— Walter Lewis, Business/Professional Advertising Association

“Thanks for your seminar. Besides clarifying some technical points, you gave me insight into my position, and my abilities, as a writer. And, observing you in action was excellent training.”
— Mike Goldscheitter, Loveland Controls

“Thanks again for joining us in Atlantic City on Thursday. I, and the entire group, found your thoughts insightful and right on target.”
— Edward H. Moore, communication briefings Newsletter

“Well balanced, interesting, moved right along. Everything you promised and more.”
— John Pfister, Del Haven, NJ

“Your presentation for our seminar was sparkling, enthusiastic, and informative. The audience response was wonderful to see and hear. Our group benefited greatly and were quite vocal in their praise of you.”
— Wendy Ward, Women in Communications

Bob Bly
Copywriter, Consultant and Seminar Leader
22 East Quackenbush Avenue, 3rd Floor, Dumont, NJ 07628
Phone (201) 385-1220, Fax (201) 385-1138