Top Copywriting Books... Ever

[Maximillion_Z]

Ok, so there are some of us who'd like to learn the art of copywriting, but cannot afford the prices of the top-end courses out there.

For that reason, it would be great to generate a thread with the top (affordable) copywriting books and/or resources to at least get us started - or perhaps cover everything that is needed?

Here are some I know of, some I've not read, but I'd be happy if those pro's out there would add to the list:


"Scientific Advertising" Hopkins,

"Tested Advertising" Caples (4th edition or earlier only),

"How I Raised Myself from a Failure to Success in Selling" Betger,

"How to Write a Good Advertisement" Schwab.

"How to Write Sales Letters That Sell" Drayton Bird (Just ordered my copy - looking forward to it )

[Maximillion_Z]

And the Gary Halbert Recommended List:

"Scientific Advertising"

-by Claude Hopkins

"The Robert Collier Letter Book"

-by Robert Collier

"Tested Advertising Methods"
-by John Caples
"How To Write A Good Advertisement"

-by Vic Schwab

"The Gary Halbert Letter" (all back issues)

-by Gary Halbert
"The Boron Letters"

-by Gary Halbert

"The Lazy Man's Way to Riches"

-by Joe Karbo

"Break-Through Advertising"

-by Eugene M. Schwartz

"7-Steps To Freedom"

-by Ben Suarez

[Loren Woirhaye]

Joe Sugarman's books have a more modern feel to them
than many of the classics mentioned here - even though
he wrote them in the days before the internet he
was dealing with technological innovations. One
year he was selling calculators for $200 a pop and
the next year better calculators were $40 - kinda
like the Internet Marketing phenomenon where information
that sells for $1000 today is given away next year.

Useful stuff.

I've read Drayton Bird's book on Direct Marketing and
it's first-rate - more useful in many ways than "7
Steps To Freedom" - which deals specifically with
how to run a direct mail business, not copywriting.

[travlinguy]

Even though it's not a copywriting guide get Seven Kings' "On Writing." This is one of his few non-fiction books with a slight autobiographical slant. Excellent stuff.

In a nutshell King says, you've gotta have some intrinsic talent or all the study in the world won't help. Once you've determined you've got the basic talent there are two things you must do consistently. Those are: read a lot and write a lot. The rest will take care of itself. I agree. Good luck.

[Maximillion_Z]

Thanks for the replies.

I just saw the other thread in the copywriting section: "Best Copywriting Book?"

Just to say that I didn't mean to start a thread with such a similar theme. Should've looked before posting

---

Loren Woirhaye, regarding Sugarman - it would be good to get your opinion on this, by Mark Joyner (not affiliate link):

simple·ology | Simpleology Great Teacher Series - Ted Nicholas and Joe Sugarman Teach Direct Response Copywriting

It looks interesting given the $1 7 day trial, but it doesn't seem directly endorsed by Sugarman or Ted Nicholas, nor does it have any real testimonials.

[Loren Woirhaye]

Hi maximillion - I looked at it. I promote Simpleology
as an affiliate - I generally feel their stuff is good.

If you've never read Sugarman's "Advertising Secrets
of The Written Word" you might really enjoy the Sugarman
part of it - because you wouldn't know it's just some guy
reading the book to you word-for-word.

The Ted Nicholas part is, as far as I can tell, original.

There are 60 million people in the USA who basically don't
read - but they still want to learn how to make a lot
of money. The market for spoken-word info-products
is vast for that reason. Simpleology break things down
into nice little bites. I think it's a good system but if
you are a voracious, aggressive student I think you
might find the copywriting course too slow.

Still two world-class teachers though - guys who made
their fortunes selling stuff with copy - not peddling
copywriting seminars and courses. They both started
doing that only after they were very successful.

[Maximillion_Z]

Originally Posted by Loren Woirhaye

If you've never read Sugarman's "Advertising Secrets
of The Written Word" you might really enjoy the Sugarman
part of it - because you wouldn't know it's just some guy
reading the book to you word-for-word.

The Ted Nicholas part is, as far as I can tell, original.

That's what I was worried about.

$45 a month for 12 months = $540 to have a book read to you.

The AWAI course also seems good, but as you mentioned - us aggressive students don't want to wait a year just to learn the basics...

---

As you're a pro (I'm guessing), do you think it possible to become a copywriter just by studying these books, and just practising?

I mean, it would be nice to take on a few small time gigs until enough income arives to afford the high end courses.

---

Ben Settle's "Copywriting Grab Bag" looks to be a winner also.

[Loren Woirhaye]

Yes. If you've sold stuff in person of on the phone it
will be easier for you though.

The most important thing is to write. I don't follow
formulas normally. For a cheap, quick salesletter
for a generic product I might though. For a high-priced
product I spend a lot of time working out what to
say - the big ideas and arguments - when I sit down
to write they flow out.... mostly in a messy way that
needs a lot of editing .

I'm not a big-shot by any stretch but my copy does sell...
and know what? I read the books over and over and when
I sit down to write I don't think much about what the do's
and don't's are in the books.

Nobody has mentioned Herschell Gordon Lewis's books. I have
a couple and they are first-rate in my opinion. If I had to
pick two books that could take you from being a guy
who writes okay copy to a guy who writes great copy
they would probably be "Breakthrough Advertising" and
"Direct Mail Copy That Sells" - because both books are very
specific in different areas that can transform your whole
approach in subtle and powerful, creative ways.

[ncub8]

Don't be fooled by the low price tag and packaging - I think Ca$hvertising by Drew Eric Whitman is a good resource. It's kind of checklist style - but quotes a ton of other books and resources. It's probably a little advanced for beginners.

It's a great for teaching primary emotional motivators etc.

[Dima Kritchevski]

"Advertising Secrets of The Written Word" by Joe Sugarman is a seriously kick-ass book on writing killer copy. How that managed to evade a significant mention in a thread about the the top copywriting books makes about as much sense to me as tits on a donkey.

[Loren Woirhaye]

It was mentioned. You didn't read the thread.

[Dean Dhuli]

"Making Ads Pay" by John Caples

This book isn't talked about as much as "Tested Advertising Methods", but I personally feel
MAP is much, much better than TAM.

[Michael Lee]

My recommendations:

Web Copy That Sells by Maria Veloso
The Architecture of Persuasion by Michael Masterson
Influence The Psychology of Persuasion by Robert Cialdini
The Adweek Copywriting Handbook by Joe Sugarman

[mspennylane]

I'm currently reading "The Elements of Copywriting" by Gary Blake and Robert Bly. It was written a while ago so some sections, like web copywriting, are out of date. But most of the methods seem to be timeless.

By the way, I'm new here and looking forward to getting involved in a few discussions

[chrisalbright]

Originally Posted by authork

Inquiring minds want to know...what is this book?

It's "Advertising Secrets of the Written Word" by Joe Sugarman. I don't have that one yet, but I've got "The Adweek Copywriting Handbook" also by him. It's very good. I started the Simpleology copywriting course and the JS stuff was remarkably similar to it.

I'd also recommend "The Ultimate Sales Letter" and "The Ultimate Marketing Plan" both by Dan Kennedy. The latter is not focused on copywriting, but it's a good business reference.

Also, check out Ted Nicholas's website. I'd recommend anything by a guy that made millions of dollars selling a book about forming a corporation without a lawyer!

[Loren Woirhaye]

"The Adweek Copywriting Handbook" is a newer version in paperback
of "Advertising Secrets" - which is available in paper but mostly sold
as an exquistively printed and bound hardcover. It's really a nice
book to own but the Adweek handbook has the same information
in it. Personally I like Sugarman's writing but his book doesn't make
my A-list because it pertains to a specific type of catalog writing he
basically invented and was wildly successful with. Drew Alan Kaplan
is one of the surviving exponents of the style - though as far as
I know his catalog is now all online. If D.A.K. wrote a book on copy
or marketing I would buy it.

Sugarman's advice on the specifics of how-to write copy may or may
not work for you.

Often ignored is Jeffrey Lant's book "Cash Copy". Some people hate his
style but if you could only have one book on the topic it's a contender.

[Woody Crenshaw]

Originally Posted by ncub8

Don't be fooled by the low price tag and packaging - I think Ca by Drew Eric Whitman is a good resource. It's kind of checklist style - but quotes a ton of other books and resources. It's probably a little advanced for beginners.

It's a great for teaching primary emotional motivators etc.

If you want to understand the psycological triggers behind sales and copywriting then Cashvertising by Drew Eric Whitman is a MUST!

He also just got on Twitter and has some really helpful tweets, all promoting Cashvertising, of course . @DrewEricWhitman is his username.

[methomas]

I haven't seen any mention of Joe Vitale.

Mr. Vitale, also known as Mr. Fire (mrfire.com)is one of the top Internet copywriters and has several ebooks on Hypnotic Marketing and Hypnotic Writing secrets.

Well worth reading.

[mccflo99]

I agree M E, you can get Hypnotic Writing on Amazon for less than 15 bucks and it's a steal. I read all of his material.

Chris

[wrcato]

Maximillion_Z,
In my opinion anyone serious about copywriting needs to read "Scientific Advertising". It's a classic. Claude Hopkins is considered the "Father" of modern day advertising. If you haven't read it yet you can read it for free on my blog. 2Ultra.com Presents: ---> Ad-Copy Secrets Revealed It is located in the header under the title.

[priyankeshu]

There is one more book... "Write to sell " it is written by Andy Maslen it is one of the best books easy to understand.. in the book.. writer talks a bit about psychology too!

With no doubt... Claude Hopkins is a must read for any advertising/marketing professional... in fact people say that one should read it at least 10 times before starting a marketing career

[Hesster]

Newbie copywriter (and newbie Warrior) here...

Does anyone have suggestions on books for newbs who have never written copy or been in the advertising business before? I'm not talking about stuff on how to string a sentence together, more about the nuts and bolts of putting together copy without a lot of jargon (or at least explaining what the jargon means).

[KenStrong]

Originally Posted by Hesster

Newbie copywriter (and newbie Warrior) here...

Does anyone have suggestions on books for newbs who have never written copy or been in the advertising business before? I'm not talking about stuff on how to string a sentence together, more about the nuts and bolts of putting together copy without a lot of jargon (or at least explaining what the jargon means).

That's what this thread is about -- go back and check out some of the books mentioned. None of them are grammar handbooks, they're all about how to copywrite.

[Hesster]

Originally Posted by KenStrong

That's what this thread is about -- go back and check out some of the books mentioned. None of them are grammar handbooks, they're all about how to copywrite.

I probably should have been more clear. First rule of copywriting, I suppose.

If I'm starting from scratch, which book should I read first to get a good overview of the basics before moving onto more advanced books? There's a lot of material out there.

The Copywriter's Handbook? Writing Copy for Dummies? The Everything Guide to Copy? The Well-Fed Writer? All of the above?

[undergroundguru]

Pretty sweet list so far.. I love Scientific Advertising!! One of the first books I read on advertising & marketing!

[James A. Miller]

Originally Posted by methomas

I haven't seen any mention of Joe Vitale.

Mr. Vitale, also known as Mr. Fire (mrfire.com)is one of the top Internet copywriters and has several ebooks on Hypnotic Marketing and Hypnotic Writing secrets.

Well worth reading.

That's because most of his products are a waste of time and money. He's a great copywriter but a poor teacher.

[tinbum]

I've read and enjoyed most of the books mentioned in the thread. I'm eagerly awaiting "Tested Sentences That Sell" by Elmer Wheeler. First written in 1937 by all accounts it contains some real gold.

[zauberer]

In my opinion and as has already been mentioned get How To Write A Good Advertisement by Schwab and also Ultimate Sales Letter by Dan Kennedy and then get your hands on about 50 to 60 good swipes of John Carlton, Gary Halbert, Gary Bencivenga and Brian Keith Voiles and memorize them until you can recite them in your sleep.

Also get your hands on courses that break down good copy and explain step by step why and how the letter was put together. License To Steal by John Carlton is one such example. It helps you get good fast

Originally Posted by Hesster

Newbie copywriter (and newbie Warrior) here...

Does anyone have suggestions on books for newbs who have never written copy or been in the advertising business before? I'm not talking about stuff on how to string a sentence together, more about the nuts and bolts of putting together copy without a lot of jargon (or at least explaining what the jargon means).

[blfred]

Influence: The Psychology of Persuasion by Dr. Robert Cialdini, Ph.D. is not a copy writing book per say, but it's probably one of the best books on how to sell out there.

Brandon

[EmpoweredCreator]

Web Copy that Sells - Maria Veloso

This is an awesome copy writing book that really explains how to do it from A - Z

She even gives you a good system to use to develop your copy for your webpage.

[Matt Jutras]

Some of the best books aren't even about copywriting, directly.

"Influencing Human Behaviour" by H.A. Overstreet is just as important as Cialdini's book, if not more.

Others include "Tested Sentences That Sell" by Elmer Wheeler and "Unlimited Selling Power" by Moine and Lloyd.

More directly, "How To Write Letters That Win" breaks down the process step by step, and still relevant though written in 1911. You can get this gem for ten bucks used on Amazon, and it's worth more than any several hundred dollar "copywriting course".

[pegasuspress]

A lot of great suggestions here. My personal favorites:

Web Copy That Sells by Maria Veloso - lays everything out in a logical step-by-step sequence that even beginners can easily understand. She also has a copywriting course at webcopywritinguniversity.com which I haven't taken as it is much more expensive than the book.

Dan Kennedy - just about anything by this guy is pretty good from my experience.

Drew Eric Whitman - If this is who I think it is I bought a book of his about 10-12 years ago and it was excellent. (Unfortunately I can't find it anymore.) Again, follows a logical process. Does anybody know if he's the guy who bills himself as the "copywriting surgeon" or "ad copy doctor" or some such thing? I remember the book I bought had a picture of him on the cover in a surgeon's mask.

One thing I've noticed, which someone mentioned earlier, is that a lot of the top copywriters do advocate sitting down with proven sales letters and just literally hand copying these letters over and over to get the experience of how it actually feels to write great ad copy. Sounds a bit strange and it's tedious as hell but a lot of them swear by it. I tried it once but after a few days it just started driving me nuts so I stopped. There just might be something to this method though. Apparently Hunter S. Thompson did the same thing with writers he admired, like Hemmingway. He turned out to be pretty good, to say the least, even though it's obviously a completely different style of writing.

[Matt Jutras]

I just bought a book by Drew Eric Whitman today called "Cashvertising" and it's incredible.

Tons of info crammed in there! It's like he devoured ten or twenty books on copywriting and advertising and condensed it all into a little 200 page gem!

I love it.

[TonyDJackson]

Gary Halbert taught me dig deep into the desire of the consumer and cut it out with a knife... Gary Bencivenga showed me how to seduce men & women with the sweet and gentle words of angels! Perhaps Gary's course is beyond your reach or possibly sold out. If so, I highly commend "every precious word" of Bencivenga's Bullets (free). Gary is the most persuasive and gracious copyrwriter I have ever read.

Tony

[ryancameron]

John Carlton is definitely in the top 3. Check out: marketingrebel.com

The guy is one of the most influential copywriters of all time. His book is my favorite.

[ajay0547]

Originally Posted by EmpoweredCreator

Web Copy that Sells - Maria Veloso

This is an awesome copy writing book that really explains how to do it from A - Z

She even gives you a good system to use to develop your copy for your webpage.

Yeah 2 thumbs up for Maria Veloso's book!!!

[Ron Herman]

Though Joe Sugarman has been mentioned, and although "Triggers" is not a 100% pure "copywriting" book, I still regard it as one of the best I have read. I also love my extensive swipe file.

[Matt Jutras]

This is a good one:

Writing for Emotional Impact
by Karl Iglesias

•Over 40 techniques to humanize a character for instant empathy.
•The seven essential storytelling emotions and over 70 techniques to create them.
•Over 50 ways to craft powerful scenes, including the Emotional Palette.
•Over 30 techniques to shape your words and energize your narrative description.
•The most common dialogue flaws and fixes for each.
•Over 60 techniques to craft dynamic dialogue that snaps, crackles, and pops off the page.

[ARSuarez]

Originally Posted by Hesster

Newbie copywriter (and newbie Warrior) here...

Does anyone have suggestions on books for newbs who have never written copy or been in the advertising business before? I'm not talking about stuff on how to string a sentence together, more about the nuts and bolts of putting together copy without a lot of jargon (or at least explaining what the jargon means).

Honestly, it's a very good idea to start with Bob Bly's "The Copywriter's Handbook." He goes through a lot of information you'll need to know. Plus, it's inexpensive on Amazon.
And as I'm sure you noticed, pick-up "Scientific Advertising" by Claude Hopkins. You can find that one online, if need be. Just read it.

I also recommend "The Ultimate Sales Letter" by Dan Kennedy. A very thorough checklist style book. More good advice is to get together a good swipe file. Study big winners, practice 'em in longhand, start memorizing. Voila! You're getting good.

Best,

Angel

P.S. Read The Boron Letters by Gary Halbert. You can find a .pdf collection of them online. Great resource.

[Sleaklight]

hmm Made To Stick by Chip heath and The Tipping Point by Malcom Gladwell are small books that deserve to be read

[Rezbi]

You guys missed out 'Power Copywriting for the Internet' by Bob Serling.

Excellent book.

[Mr. Subtle]

[Rezbi]

Subtle,

I'm surprised you don't have Break Through Advertising on there.

I'd have that one and no other if I had to have only one.

[webgeek154]

I agree. Breakthrough Advertising is a goldmine.

- WebGeek

[CreativelyScrappy101]

Hi! Just joined Warrior Forum and quickly found this thread. Love it. Excellent books - I have read and used many of these books and agree! I would also add David Ogilvy's "Ogilvy on Advertising". Didn't see it in the list, but it has lot of great copywriting tips for ads, particularly headlines. Any thoughts on this one?

[Star Riley]

I recommend the Bible especially the portions with Jesus communicating with others, nothing more powerful in this life created by man.

If your copy can save someone then they will not only "praise" you but spread the word. Good copy needs a great product that does what it states.

[bobbly]

I would add:

>> Method Marketing by Denny Hatch.

>> My First 50 Years in Advertising by Maxwell Sackheim.

>> The Ultimate Sales Letter by Dan Kennedy.

[dakotadaughter]

Reading three books by Robert B. Cialdini, Professor of Psychology at Arizona State. This is VERY interesting stuff. I wish that I had gone into marketing in college.

[Matt Jutras]

Just picked up a nice hefty hardcover book called "The Greatest Direct Mail Sales Letters of all Time " by Richard Hodgson. Fantastic! Almost an entire course stuffed in there.

Dan Kennedy calls it his "secret weapon", and after reading it...I know why.

[fancyrae]

Books are great, and I've read most of the ones mentioned here. But let's not forget the bite-sized chunks of great information and examples from blogs. A couple of my favorites include copyblogger.com and makepeacetotalpackage.com .