Read business books? Lots of them fail to deliver practical advice. Not copywriting books. And especially not the ones below.
Here are my top five choices for your boosting your copywriting skills:
Breakthrough Advertising, by Eugene Schwartz
This book is king. Schwartz understood humans better than any psychologist, and there’s a reason why his legendary book, Breakthrough Advertising, was the biggest influencer of The Five Lightbulbs®. Written in 1966, it’ll be as valuable 100 years from now as it is today.
Great Leads, by Michael Masterson and John Forde
This book is about six ways to start a sales letter, but the real value goes deeper. It opened my eyes to the strategy behind copy. For example, the authors’ insight that you can adjust your headline according to the awareness level of your projects — and improve your results — was a revelation. It showed there is a method to this madness we call marketing.
The Ultimate Sales Letter, by Dan Kennedy
Your sales letter is a microcosm of your marketing message. It’s the most compact, potent, and polished version of your argument. In this book, the legendary Dan Kennedy walks you step-by-step through writing a high-converting sales letter.
How to Write a Good Advertisement, by Victor Schwab
This is the first book my copywriting coach had me read. The top 100 headlines sections alone is worth the price.
Influence, by Robert Cialdini
This book has had the most mainstream success. It’s not about copywriting, at least not directly. But rather, the factors that influence people to make a decision. Cialdini’s book is a must-read for anyone, whether you’re attempting to grow your sales, your career, or you want to become a better negotiator.
Remember to put your new copy knowledge into action. Our Five Lightbulbs framework is the perfect place to practice.
