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Author: Robert W. Bly
Quotes of Author: Robert W. Bly
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  1. Robert W. Bly _ The Copywriter's Handbook: A

    Experienced copywriters turn those features into customer benefits: reasons why the reader should buy the product.
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  2. Robert W. Bly _ The Copywriter's Handbook: A

    the words in your copy should be "like the windows in a storefront. The reader should be able to see right through them and see the product.
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  3. Robert W. Bly _ The Copywriter's Handbook: A

    In their pamphlet "Why Don't Those Salespeople Sell," Learning Dynamics Incorporated, a sales training firm, cites poor ability to present benefits as one of ten reasons why salespeople fail to make the sale.
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  4. Robert W. Bly _ The Copywriter's Handbook: A

    To sell, your copy must get attention . . . hook the reader's interest . . . create a desire for the product . . . prove the product's superiority . . . and ask for action.
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  5. Robert W. Bly _ The Copywriter's Handbook: A

    Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy that is read, understood, and reacted to-copy that makes the arguments so convincingly the customer can't help but want to buy the product being advertised.
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  6. Robert W. Bly _ The Copywriter's Handbook: A

    Of course, I have never agreed that creativity is the great contribution of the advertising agency, and a look through the pages of the business magazines should dramatize my contention that much advertising suffers from overzealous creativity-aiming for high readership scores rather than for the accomplishment of a specified communications task. Or, worse, creativity for self-satisfaction. -Howard Sawyer, Vice President, Marsteller, Inc.
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  7. Robert W. Bly _ The Copywriter's Handbook: A

    Grade your performance as a copywriter on sales generated by your copy, not on originality.
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  8. Robert W. Bly _ The Copywriter's Handbook: A

    the surest way to arouse and hold the attention of the reader is by being specific, definite, and concrete. The greatest writers-Homer, Dante, Shakespeare-are effective largely because they deal in particulars and report the details that matter.
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  9. Robert W. Bly _ The Copywriter's Handbook: A

    Copywriters are salespeople whose job is to convince people to buy products.
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  10. Robert W. Bly _ The Copywriter's Handbook: A

    Avoid pompous words and fancy phrases.
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  11. Robert W. Bly _ The Copywriter's Handbook: A

    The object of advertising is to sell goods,
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  12. Robert W. Bly _ The Copywriter's Handbook: A

    Bureau, consumers are exposed to more than twice as many ads today as fifteen years ago, but pay attention to only 20 percent more.
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