Copywriting is a very valuable skill in branding and advertising. Simply put, it is about writing a convincing text to make the reader, who is supposed to be your target customer, take an action in favour of your company (buy your offer, leave a positive review, recommend you to others, join your social networks…).
It is therefore essential to hone this skill. Or rather, delegate this job to someone you trust. (Psst.. if you don’t have anyone in mind, there is a certain agency called Sympan that can help!)
In the following article, you will find a selection made of 5 of the best books on copywriting.
You might consider investing some of your time in reading one or two of them. Even if you don’t intend to work in copywriting. Learn the basics, then apply them to your communication in general.
The Adweek Copywriting Handbook by Sugarman
Joseph Sugarman, if you haven’t heard of him yet, is considered by many to be a legendary copywriter. This is understandable, given that he started his direct mail agency JS&A Group with the power of his pen, and has achieved great results such as selling a used plane for $240,000 that was valued at $190,000 through a single magazine ad.
Sugarman is apparently a wordsmith. He knows his stuff. So that makes him a great source of knowledge on the art of copywriting.
His book, The Adweek Copwriting Handbook, is a must-read for every copywriter. In it, he discusses many important points that need to be taken into account when writing a successful advertisement. He teaches the importance of the first line in every advertisement, the emotions behind the words, how to hold the reader’s attention until the end, how to get them to say yes, etc.
This is our recommendation. The book is so rich and interesting. Do it justice, read it properly.
Ogilvy on Advertising by Ogilvy
David Ogilvy, the “Father of Advertising”. This name and title are enough to give us an idea of his exceptional advertising skills. He was responsible for many successful campaigns at the time, including the Rolls Royce campaign.
In 1983 he wrote his book “Ogilvy on Advertising”, which is a general commentary on advertising. It contains important guidelines and directives for other advertisers and copywriters to keep in mind.
For Ogilvy, creative advertising is not necessarily successful. Simplicity, sometimes, is what it takes to make a lasting impact and get results.
He explains in detail how to produce an ad that sells, and stresses the importance of researching the product and the customer.
In other chapters, he discusses other aspects such as working in advertising, running an advertising agency and finding clients…
As long as this book is on this list, it is a must read. It may have been written in 1983, but its lessons are not limited by time. Do not hesitate.
The Boron Letters by Halbert
Gary Halbert, if you’re in advertising and haven’t heard of the name before, you must have been living under a rock.
He is considered by many to be the highest paid copywriter in history. A legend. A role model. Call him whatever you like. In short, he’s someone who can teach us a lot.
His famous publication, The Boron Letters, contains a collection of letters he wrote to his son while he was in prison. They are more than just letters, mind you. These letters contain Gary’s knowledge, which he passed on to his children.
They are full of concise and intelligent guidelines and tips for successful advertising.
This is a very interesting and thought provoking book. You might want to read it if you haven’t already.
The Copy Book by D&AD
The cover of this book says: “How some of the world’s best copywriters write their advertising”. And that’s it. That’s what this book is about. But that’s the most interesting thing about it.
It gives you essays from 53 top professionals from around the world and a selection of work from copywriting legends. Isn’t this a great way to learn copywriting?
It saves you a lot of time. And teaches you the essentials of persuasive copywriting, whether for advertising or other purposes. What are you waiting for? Get the book!
Influence by Cialdini
The psychology of persuasion. This is the subject of this book by Cialdini, an American psychologist and academic. It sounds more like a psychology book than a copywriting book. But then again. Psychology is essential for successful copywriting.
You see, copy replaces face-to-face human interaction. It is intended to deliver a message in the hope of getting a positive response. But how do you ensure a high probability of positive feedback? By delivering a persuasive message that is hard to resist. Again, how?
If you want to know how, read Influence.
The 6 principles of persuasion shared by Cialdini are so essential in today’s communications. And not just for advertising purposes.
It’s important to study a little psychology to up your game as a copywriter and marketer in general.
It seems that marketers have a bit of everything. Even we at Sympan are obsessed with space and astronomy! A marketer astronaut? Why not!
Do you like space too? Then join us on social media, share your favorite planet and tell us what you think about these books!
