Recommended Copywriting Books

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Reader Carlos Cabezas emailed me this morning asking which direct response copywriting books I could recommend.

Rather than reply via email I decided to post a reply for all to see.

Most copywriters seem to be voracious readers with a large collection of reference books in addition to a “swipe file” of copy examples.

Although I don’t write much copy any more, here are some of my favourite reference books (in no particular order):

Tested Advertising Methods by John Caples

A magnificent “how-to” manual that explains the most important and timeless principles of copy that sells. If I could only read one book on DR copywriting, this would be it.

Scientific Advertising by Claude C. Hopkins

Timeless principles of successful advertising and marketing. Because this book is out of copyright and is freely available, I have seen a few people treat this book with less respect than it deserves, calling it “simplistic” and “outdated”. But the principles contained inside are timeless and just as effective as ever, when used judiciously.

Advertising Secrets of the Written Word by Joe Sugarman

This book is a pleasure to read. Sugarman’s prose is sheer elegance. The book also contains dozens of real direct response ads that were successful sales-magnets (plus a few approaches that flopped). Sugarman’s use of short, 1 to 3 word “grabber” headlines is also instructive, especially when working with print media.

Positioning by Al Ries and Jack Trout

Not so much a book on copywriting per se as a book on how to pitch your product or service offering to the market. Pure gold.

2,239 Tested Secrets for Direct Marketing Success ed. Hatch

As the title suggests, this book contains thousands of tips, takeaways and “rules of thumb” that can make your copy sell more.

The Copywriter’s Handbook by Bob Bly

Most of the tips on copywriting in this book are also in other books (after all, there are only so many timeless principles), but the section on how to get work as a copywriter is useful if you are thinking of copywriting as a profession.

Million Dollar Mailings by Denison Hatch

A veritable encyclopaedia of the most profitable and longest-running direct mail control pieces in history. Fascinating reading and very useful for constructing your own mailings.

Other Great Resources

For online copywriting, I’m a big fan of Michel Fortin’s stuff and I also subscribe to his membership site. And of course, for advice on melding sizzling copy with killer marketing strategy, you can’t go past Jay Abraham.

Do you have any copywriting or marketing books that MUST be included in a Best-Marketing-Books-Of-All-Time Hall Of Fame? If so, leave a comment!

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