While it's true they may seem a bit old fashioned it's the principles that are timeless.

A majority of the "classics" books in copywriting could be regarded as old but I'm sure some of the veteran copywriters will back me up in saying that they've all read them, studied them and learned a lot from them. And those classics formed the foundation for them to grow their skill upon.

As with anything that may seem dated but regarded as a classic just read it and take what lessons you can from it, adapt what you learn as best you can to the modern times.

The first few chapters will be more immediately applicable to current day marketing. Even though the language is reflective of the time period, the principles hold up. One example is the classic advice to join the conversation already going on in their mind. That is timeless.

Lot of good stuff like: "Study your reader. Find out what interests him. Then study your proposition to see how it can be made to tie in with that interest."

Later chapters won't seem as useful right now. Let them go and return to them down the road. You'll understand better how they repositioned products that seemed dead in the water and went on to set sales records. It takes a little creativity but you can adapt those ideas for your marketing today.

Best Copywriting Books To Read - YouTube

Stop wasting your time reading those old books. They don't contain any insights that the modern-day masters aren't teaching.

The modern-day masters have distilled and refined those lessons, and they communicate the information with current, pertinent examples.

VL