You need to read some copywriting books to understand copywriting. Good luck practicing copywriting when you know absolutely nothing about it.
Nor does having these things alone guarantee a great piece of copy. If it were that easy there would be more great copywriters in the world. There are also lots of amazing stories in the book that give you an insight into how the best copywriters think and write.
My favorite copywriting lesson from Made to Stick: The teacher asks the students to write a headline for an article about how the entire school staff will be heading up to Sacramento, California the following Thursday to attend an all-day symposium.
All of the students wrote headlines that basically summed up or rewrote exactly what I just told you, like: What type of copywriter should read this book?
Everyone should read it! He uses lots of folk wisdom which is easy to remember and makes good sense. For example, he says that the goal of your headline is to get the reader to read the opening sentence. And the opening sentence should get them to want to read the next sentence.
My favorite memory from this book: Joe is a master of the subtle psychology behind great copy. He tells a story about a health tonic he once bought, which promised to cure all of his ailments and make him feel better. The tonic did end up making him feel better.
If the copy had promised less, he would have been happy. This is an example of how a subtle shift in copy could have made his experience as a customer 10x better. If you get good at recognizing these types of opportunities you can be a top paid copywriter. Definitely anyone who wants to write copy for their own business.
The powerful classic that modern copywriters should read with caution Influence: It was written for consumers…to protect them against copywriters who are trying to use slick techniques on them.
So it basically calls out lots of tricks that marketers and copywriters use to manipulate people, in the hopes that consumers will wise up and stop falling for them. And you should read it. It seems like a lot of copywriters read the book and then ignore that fact.
Then you end up with underhanded tricks like this: This company must think your memory resets every 3 days One surprising copywriting lesson I remember from reading Influence: A hotel was trying to get more of its customers to reuse towels — to no avail.
But that only produced limited results. Then they tried explaining that most of their customers reuse towels. That technique worked like a charm. Turns out people have a strong desire to do what other people are doing — and less of a desire to feel guilty.
Everyone should read it. The first novel I read was Pet Sematary. I was 12 and it scared the shit out of me.Nov 07, · Ogilvy on Advertising is a fantastic book which will teach you about copywriting, advertising and marketing. It covers sales letters, television and radio salesmanship and how to build an agency.
It’s complete knowledge from a copywriting giant. Books shelved as copywriting: The Copywriter's Handbook: A Step-By-Step Guide to Writing Copy That Sells by Robert W. Bly, Ogilvy on Advertising by David. Ogilvy on Advertising Ogilvy is one of the more recent greats in advertising, and this is a great book for beginners to read.
Ogilvy discusses creativity, human emotion, and copywriting as it pertains to print and TV. The Ultimate Direct Marketing, Copywriting, & Advertising Bible-More than Direct Response Strategies, Techniques, Tips, and Warnings Every Business Should Apply Now to Skyrocket Sales.
10 copywriting books you must read. What follows are the 10 books from the legends of direct response. Read “Scientific Advertising” before you read any other book on advertising or marketing.
It may change your life, too. 2. The Robert Collier Book. Robert Collier. I own that book too, but my favorite “old school” copywriting book is the updated version of John Caples’ Tested Advertising Methods. Timeless advice, but written in an easily-digested modern tone.