” At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.”
This headline written by David Ogilvy in 1958 is considered one of the best copywriting examples of all time.
He could have just said,
Something like ” the latest Rolls-Royce model is a really quite car.”
Except he didn’t.
Instead, he wrote copy that paints a picture and strikes a chord of sensory detail with the reader.
” 60 miles an hour” – you can imagine the feeling of that speed while sitting in a car, maybe feel the quiet hum of the engine beneath you or the woosh of air through an open window.
” Electric clock” – you can hear the sound of the occasional stark tick from a clock in the back of your mind.
This copy is memorable and effective because it digs into the mind and experience of the reader. This is what good copy does – and it’s what yours can do too.
Good copy can supercharge your sales and marketing to drive revenue and create lasting, personal customer relationships. But… how do you write good copy? How do you become a good copywriter?
Learn from the best!
Specifically, the best copywriting books we’ve compiled a list of the top 5 best Copywriting bookseller.
These 5 books about copywriting go beyond just learning how to write coherent sentences. They dig deep into how to figure out how your readers think- and what makes an idea really stick.
So here you go:
1. Breakthrough Advertising by Eugene Schwartz
” Copy is never written, but assembled.”
– Eugene Schwartz
Breakthrough Advertising is considered by many copywriters to be the bible of copywriting.
It’s so revered that the cheapest you’ll find it anywhere is about $125.( But if you can swing it, it’s definitely worth it)
This book can be summed up by that first Eugene Schwartz quote, but explained with this second one:
” Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the Copywriter’s task: not to create this mass desire- but to channel and direct it.”
In other words, the concepts behind your copy already exist because the desires, problems, hopes and dreams of your audiences already exist. All Copywriters do is assemble it.
Eugene Schwartz teaches you how to put the power of persuasion into your copy. He also has great thought on how to tap into existing demand in a market and generate new demand, and shares a lot of the big picture ideas that Copywriter need to understand in order to get into the mind of their readers.
2. The Boron Letters by Gary Halbert
The Boron Letters is a series of letters written by direct response Copywriter Gary Halbert to his son explaining marketing tactics and sage life wisdom. It goes far beyond a simple sales book or fancy executive advertising advice. It’s full of specific, actionable training on how to convince people to buy from you.
Gary Halbert was called ” the greatest living Copywriter” – and also a fairly controversial one. Some of his business practices landed him in prison, where he wrote: The Boron Letters.
Halbert’s book is a unique blend of marketing tactics and handling life hurdles that can be applied to Copywriting.
This is not so much a how-to-write-copy book, but each letter focus on a specific piece of advice. There are a lot of really good copy and life wisdom scattered throughout a very readable book.
3. Ogilvy on Advertising by David Ogilvy
David Ogilvy is the father of modern advertising. After some time spent as a chef and a researcher, he got into advertising and founded Ogilvy and Mather. He went on to become one of the biggest names in advertising.
Ogilvy on Advertising is a collection of advice that ranges from of advice that ranges from the extremely strategic to extremely tactical. In his book, Ogilvy gives you direct advice based on how he ran specific campaigns. The book has a ton of examples across every medium, including print, radio, and TV spots.
Ogilvy goes beyond specific advertising tactics to talk about how to identify top talent and grow an agency. What’s great about Ogilvy on Advertising is the high-quality breakdowns and behind-the-scenes explanations.
4. Never split the Difference by Tal Rahz and Chris Voss
Chris Voss is the former lead hostage negotiator for the FBI- and the author of Never split The Difference. He gives you his advice on hostage negotiation, but what the book really comes down to is advice about persuasion.
And isn’t your Copywriting meant to persuade your readers about something? An idea, a purchase, another decision- most people need to be told why something is worth their investment.
In Never split the Difference, Voss gives advice about labelling people’s emotions, a well-known Copywriting technique.
He shows you when you should give people choices and what those choices should be.
5. Fundamentals of Copywriting by Mnawar J. Mohammed
The books deals with the rules and principles of writing ads in Arabic for an Arabic speaking audience from all walks of life, the objectives of ad text, and how to achieve them successfully. It teaches writing for various media from television and radio, to digital and social media platforms.
The book gives you the required tools to understand your target audience, utilise psychological insights to genuinely engage your audience, as well as choose the right approach to address them.
The book is the first of its kind for writing advertising in Arabic, for the Arabic market. It reflects the author’s experience spanning two decades in the region.
The author has been a copywriter for more than 15 years. He holds a BA in Media-Advertising from the Lebanese University.
Since 2003, he has worked for several Multinational advertising agencies between Beirut and Dubai. In 2014, he founded copyArabia for Copywriting and transcreation ( creative translation), with a client network throughout the Arab world.
Moreover, he works as a creative consultant for international brands wishing to enter the MENA market.
It is worth mentioning that this book is quiet beneficial to students in the faculties of media and marketing in Arab countries, in addition to professional such as Copywriters, translators, graphic designers, digital marketers and others.
Thanks so much for reading this article share it with your family and friends to educate the Nation.