Results obtained with BeppoSAX observations of blazars within various collaborative programs are presented. The spectral similarity “paradigm”, whereby the spectral energy distributions of blazars follow a sequence, leading to a unified view of the whole population, is briefly illustrated. We concentrate on recent observations of flares and associated spectral variability long for three objects at the “blue” end of the spectral sequence, namely PKS 2155-304, Mkn 421 and Mkn 501. The results are discussed in terms of a general analytic synchrotron self-Compton interpretation of the overall spectrum. The physical parameters of the quasi-stationary emission region can be derived with some confidence, while the variability mechanism(s) must be complex.