I bought Bob's book to help me set up D.J. and Other Letters, a freelance writing business. I didn't need advice about How to Write a Headline. I wanted to know when to invoice, what to do about the guys who don't pay on time and'-most of all'-what to charge for a wide variety of media. All the stuff that involves (yech!) math. Bob Bly spells these things out with a straightforward authenticity that respects both client and writer. For the established copywriter, I heartily endorse this book. It has helped me with my own business and is one of the few books on this topic that I recommend.
And while it's hard to find much fault with this book, I will mention two things. One is kind of a little thing: The internet references are becoming dated. If you're internet savvy, that won't hold you back.
But the other is a HUMONGOUS point of contention: I must vehemently differ with Bob on the premise that anyone who has written a few church newsletters can break into the ad biz. ::groan:: I urge any professional writer, no matter how well-established in other fields, to work for small ad agencies before even contacting agencies with annual billings over $1 million. At one large agency, I used to screen resumes from writers who had no clue we called text 'copy.' Or what CD stood for. Do you know what it stands for? Uh, no, besides compact disc. Do you know how to determine which agencies bill over $1 mill? Unless you live in Podunk Falls, U.S.A., population 500, you'll need to do MUCH more homework than Bob Bly suggests. And I implore you to do so. YES, read Bob Bly's book. You'd probably better read ALL of his books and then some. But I haven't read his other books, so I can't say. But please also read Ad Age every week for a year. Learn our buzz words AND the concepts behind them. Understand something about target audiences, branding, voice, etc. Get a feel for why writing for radio is utterly different than writing for print. And why we scoff at inverted pyramid objectivity. And why it's okay to start sentences with "and." And write sentence fragments.
Also read The Well-Fed Writer by Peter Bowerman, which the author dedicated to Bob Bly, saying, 'You're my hero.' That dedication is what drove me to look into Bob's work. Bob is now my hero, too. Bob? I have come to love writing beautiful, glossy four-color DM packages that both client and consumer ooh and ahh over. You and I write in different styles, on different accounts, in different markets. But I hope one day I'll meet you. I respect you, your career and your willingness to share your expertise. And based on what you've written, I can only think of you as a darn nice guy. Above all, thanks for helping me with the freelance aspects of my business.
Peter Bowerman, author of "The Well Fed Writer," gives Bly all the credit in the world for essentially being his "muse" in regard to copywriting. Aside: "Well Fed," is a slightly better book, although I recommend you read both.
Bly does a great job of laying out what copywriting entails, what you will need to do the job, and how to become a copywriter. All great information. But I have two problems with the book (just don't let these problems dissuade you from reading it).
First, the book is very light on advice on obtaining clients. Bly touches on it, gives some advice, but ultimately there is a lot to be desired in advice on finding work. Bowerman's book does a better job in this area, although even he doesn't provide any magic formula that will have clients lining up at the door to hire you. Hint: you've got to work to find the work; just no way around it.
Second, and this is a problem I have with every book or program out there that seems to indicate everyone and anyone can become a copywriter: It just ain't so, folks! Pardon the poor grammar, but that's part of the problem.
A sizeable chunk of our population is clueless about how to write anything, much less advertising and marketing copy. I think before a lot of people assume they can read this book, become a freelance writer, and suddenly start earning enormous amounts of money, they are going to need to go back to school and develop an understanding of basic grammar.
But, in part, that is what creates value for freelance writers. They do something that most other people actually can't, even though many people believe they could do it if they just took the time.
So, I have a problem with the promise that almost anyone can become a freelance writer. But if you have a decent grasp of grammar and a little creativity, you probably can and this book will be an excellent place to seek help in starting out.
Just be aware, you will probably want to pick up some of Bly's other books on copywriting that actually explain the process of writing effective copy.
He mixes his personal "war stories" in with insightful quotes from various sources. In fact, I found some of his citations to be educational in making me aware of newsletter I never knew existed. There are numerous "hidden markets" that exist, this book helps you to discover how to search them out, make the necessary contacts, and make your pitch.
Robert Bly's success has benefited more people than himself. As he has shared his trials and triumphs, others can learn and follow the path of a pioneer who has paved the way.