In our list of top books for copywriters, we recommend John Caples’ Tested Advertising Strategies, Eugene Schwartz’s Everybody Writes, Craig Simpson and Brian Kurtz’s The Advertising Solution, and Jenny Blake’s Pivot. Each book offers useful advice, and each covers a different topic. If you’re looking for new inspiration, try some of these bestsellers. You’ll find it hard to go wrong!
John Caples’ Tested Advertising Strategies
The first edition of Caples’ acclaimed book is out of print, but it’s considered a copywriting bible. It outlines a scientific approach to copywriting. Tested Advertising Strategies for Copywriters is a classic guide to copywriting that answers many common questions. Caples advocated for a “you-first” approach to writing, which makes it appear as if you’re talking directly to your audience. But advertising isn’t an exact science; it’s subjectivity that makes it even more difficult to quantify. That’s where testing comes in.
In the book, Caples discusses formulas that increase copy power and make advertising more appealing to mass audiences. The book contains many old advertisements, and is considered a classic in the industry. Although many people don’t consider it a copywriting book, it’s full of timeless advice and techniques. It’s an excellent resource for creative copywriters. It’s a great resource for anyone who wants to improve their copywriting skills.
Simple words are more effective than complex ideas. A writer’s ego can lead them to write poorly, and often this doesn’t help their work. Even if your copy is incredibly good, it shouldn’t be the focus of attention. If you’ve got a compelling idea, but you’ve muddled your headline, you’re doing yourself a disservice.
One of the key areas in copywriting that Caples addressed in his books is headlines. He argued that you should spend the majority of your time on headlines. In his book, he recommended using statistics whenever possible to prove your point. Instead of saying that 50% of people are interested in your product, try using 52.7%. Caples’ research also proved that people would scan the text for key information before reading the rest of the copy.
Eugene Schwartz’s Everybody Writes
This semi-autobiographical book is an essential read for copywriters, whether they’re new to the business or have years of experience. Schwartz discusses everything from office politics to people management, giving aspiring copywriters a roadmap to success. The book was written as letters between Schwartz and his clients, making it an excellent reference for both newcomers and seasoned copywriters.
While the book is written in 1966, the concepts are as relevant today as they were then. For instance, the author discusses several unconventional concepts, including nudges, which can work wonders for the most difficult point to sell. He also offers several real-life examples of successful advertisements and copy. You’ll feel a sense of awe as you read his copy and examples of how to use them in your own campaigns.
In addition to writing examples, the book covers the process of writing. By demonstrating how a copywriter writes, Schwartz teaches how to structure and format his copy. After he’s done his research, writing becomes almost effortless. In fact, he even shares a story about how he discovered his golden nugget, a book on Chinese medicine. You’ll learn how to write more compelling copy in less time.
Another great book for copywriters is Made to Stick. It teaches us how to create ideas that stick in our minds. The authors take the time to provide real-world examples, illustrating how these ideas can make our messages memorable. The author also explains the process of creating sticky ideas and how to use them in copywriting. And, of course, this book is not just about sales copy; it expands on the world of copywriting.
Craig Simpson and Brian Kurtz’s The Advertising Solution
In this bestselling book, famous ad gurus Brian Kurtz and Craig Simpson teach copywriters how to write better advertising copy. These strategies are based on universal principles of human nature and advertising. They help copywriters create effective advertisements and increase their income by achieving a higher click-through rate. These principles can be applied to any type of advertisement, regardless of its subject or medium.
Direct response advertising is the lifeblood of business, and the book covers some of the fundamental principles that drive it. Authors Brian Kurtz and Craig Simpson have pulled together the strategies and techniques of the most effective direct response advertisers. They’ve created a no-nonsense, experimental distillation guide for copywriters that is applicable to all types of advertising, from direct mail to blogs and self-promotion.
The book looks at six ‘legends’ of direct marketing and focuses on their ideas on creative salesmanship. The authors identify the importance of looking different to attract customers. In addition, a copywriter needs to be unique. They say that they should always try to make their promotion stand out from the rest. But creative thinking is essential to making a copywriter’s job easier.
These books are considered classics in the direct response community. My Life in Advertising and Scientific Advertising are considered classics. David Ogilvy was turned around by these books. Although these books are written in difficult language, they can be obtained free on the Internet with a little effort. A good book will provide the necessary foundation to begin making a living as a copywriter.
Jenny Blake’s Pivot
Pivot is an essential book for anyone looking to reinvent themselves, or find new opportunities in their industry. The average job tenure is four years, and roles change frequently. Even smart and motivated individuals can find themselves in a plateau at some point in their careers. In this book, Jenny Blake, co-founder of Google’s Career Guru Program, shows readers how to create assets, identify new skills, and find new opportunities.
To start your pivot, you must first set a launch criterion. Meitner’s criterion was a financial benchmark, but yours may be a milestone, an indication of external approval, or even a gut feeling. The fear of failure is a common cause of postponing a launch, but the fact is that most pivots deviate from the original concept. In other words, a good pivot reflects a divergent path from the original idea.
Drayton Bird’s Commonsense Direct and Digital Marketing
Drayton Bird is a legendary Australian copywriter and ad-man. He is one of the godfathers of direct response marketing. Before he founded Drayton Bird Associates, he was Vice Chairman and Creative Director of Ogilvy & Mather Direct. He is the author of several top-rated marketing books, including Commonsense Direct and Digital Marketing for Copywriters. In this book, he discusses his top marketing tips and tells his stories of working with the greats in advertising.
Commonsense Direct and Digital Marketing for Copywriters is a guide to the various marketing strategies available today. It distills Bird’s years of experience into a concise and comprehensive book for copywriters. Readers will gain valuable insight into the best direct marketing campaigns, including strategies and techniques used by top brands. It is an essential copywriting resource for copywriters and marketing professionals. Drayton Bird’s approach is unique and explains important copywriting concepts in an engaging way. He also provides historical background of copywriting concepts and offers timeless business wisdom for entrepreneurs.
If you’re interested in learning more about copywriting, click here to check out a great course. It’ll teach you everything you need to know to start writing effective copy that sells.
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