How does dated content stay fresh? It’s a difficult question that many authors face, but Robert W. Bly seems to have found the answer. His book, “The Copywriter’s Handbook,” became a classic after it was first published in 1985. It continues to sell because its message still resonates.
I first came across it shortly after graduate school and was impressed, even then, on how its message managed to stay current. A few weeks ago, I picked the fourth edition (printed in 2020) and had the same impression I had 20 years ago. Its message still seems relevant even today because it is adapted to changing times.
Bly starts with some basic observations about human nature. He writes that human psychology has not changed much in the last millennia, even as the world we live in has changed rapidly. As humans, we are emotional beings who want to connect with each other and to find common solutions to universal problems. Good copywriting starts with that in mind.
Effective communication stems largely from an understanding of human emotion. He adds that to write effectively about a product (or a service) is to understand why consumers would want to buy that product. In short, what problem does it solve? In that process, we need to remember the ultimate purpose of copywriting: to induce people to buy something.
Although human nature hasn’t changed much, the world we live in has changed dramatically – and seems to be changing at a faster rate by the day. The internet, for example, has changed the dynamics of human interaction.
Bly points out that the internet is a double-edged sword for marketers and advertisers. It’s great in that it is a simple tool available to everyone that has a worldwide reach. Because of this ability, today’s consumers are constantly bombarded with messages. As a result, consumers have become more sophisticated, better informed and more cynical. Together, these qualities require marketers to be more careful when defining and approaching its core audience.
We’re not just competing with other brands for channels to get a message out. We’re competing for the attention of consumers. To get that attention requires someone who can deliver “strong copy with a clear message that readers actually care about.”
Bly has also kept his message fresh by updating as times have changed. He has specific chapters on things that did not exist when the book first came out: writing for websites, email marketing, online ads, content marketing and social media. He also has updated information on more traditional copywriting: writing to sell in print advertisements, direct mail brochures, catalogues and television and radio commercials.
I found his chapter on social media communication particularly useful. Social media has amplified the effect of the internet, giving small companies an avenue to communicate its message. It is far more interactive than any other digital channel to date, which gives copywriters the opportunity to develop an ongoing relationship with potential consumers.
It’s still worth picking up a copy of the book.