Books Every Copywriter Should Read
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Best General Books About Copywriting & Marketing
A short and to-the-point read. Claude Hopkins’ no-nonsense approach to advertising and copywriting will ground you in the vital purpose that copywriting serves: to sell products. Though somewhat dated in the mediums it discusses, the principles of persuasion it covers and the way it presents advertising as a selling tool will set you on the right path to seeing past the bog of pointless social media posts and ‘brand awareness’ strategies that so many modern marketers get stuck in.
A book that covers some of the most bizarre topics in marketing (or so it would seem). Alchemy takes a lateral approach to solving problems in the world of advertising, looking at behavioural economics and deep-rooted ‘psycho-logic’ to find answers to what people really want from marketing campaigns. This broad look at multiple issues and mediums in advertising unlocks some truly fascinating topics that you’ll soon realise are crucial to successful marketing, and indeed, generally getting others to do what you want.
Breakthrough Advertising
By Eugene Schwartz
The copywriter’s bible. This book has influenced more successful copywriters than any other. It’ll take you through an in-depth look at the techniques of persuasive writing and buyer psychology, backed by a wealth of examples and step-by-step instructions on how to recreate the effects for yourself. As one of the most sought after books in advertising, you should be prepared to fork out some cash for an official version.
Best Books for Practical Copywriting Advice
If you want a masterclass on how to get an emotional response from your reader, then there’s no better resource. Though primarily written for the use of leads in long form sales letters, Great Leads covers the fundamentals of how to start any piece of copy that tries to convince a prospect to take action. Not only that, it even gives you six detailed methods of how to write leads and when best to use them, provided with plenty of examples of when the very same strategies have worked in the real world.
This short read walks you through Evaldo’s own method for writing sale-winning copy. Even if fully blown sales letters don’t fall within your scope of work, the direct objection-fighting and identification techniques that this book touches on are second-to-none. Taking a look inside the mind of one of the world’s greatest ever direct-response copywriters is worth your time no matter what, especially when the content is both accessible and potentially revolutionary.
