The folks at DigitalMarketer recently published a post on their blog…
“DM Reading List—11 Copywriting Book Recommendations from Engage Members”.
DM Head Honcho Ryan Deiss had this to say about the post…
“Even in this digital age that we currently reside, there is just something about a book that still gets people excited and engaged.
(And I mean legitimately engaged: just ask DigitalMarketer’s Social Media Manager—Our book posts on Facebook and Instagram get some of the highest engagement of all our posts…and it’s just a picture of a book!)
My theory is that in a world where podcasts, social media posts, and YouTube videos vie for our attention every second of EVERY day, the written word—meticulously edited and added to Amazon’s cyber shelves—STILL reigns supreme.
In DigitalMarketer’s member community, recommendations for books cover a wide range of subjects.
But we’ve found that it’s books on copywriting that tend to be the most discussed… probably because how you tell your story, connect with your audience, and get them to convert comes down to how you systematically assemble language.
And in our most recent featured blog post by DigitalMarketer’s Community Manager, Justina Fenberg, you’ll find some of the most beloved books about copywriting, according to actual members of the DM Engage Facebook community.”
Now, as you might imagine, as a professional copywriter I have many…dozens…of books about direct response marketing and copywriting. However…for me…there’s always room for more!
As an aside, here’s an important point for marketers to keep in mind. If someone is really interested in a topic…and I mean really interested…their appetite for material is almost unlimited. One classic example…the golf market. Back to the copywriting books…
So I read the post with interest. What would I discover? Most of the books are quite recent…with one “Golden Oldie” and a few others that have been around for a while. Here’s my quick run through of the list.
The 11 books fall in to 2 categories…(1) What has become known as “Story Selling” and (2) What I would call The Craft of Copywriting (including the fundamentals of how to write a good sales letter).
Some of these I have read. Others…most, in fact…are new to me.
Section 1 – Story Selling
(1) Storynomics by Robert Mckee and Thomas Gerace
Here’s what one reader says…
“McKee is a master Hollywood script doctor and story fixer. He applies his decades of storytelling study and teaching to business story. But more than just applying “story” to ads, McKee demonstrates how to go beyond traditional and interruption marketing/advertising to connect with your audience through story.”
Definitely worth a look.
(2) Made to Stick by Chip and Dan Heath
The key idea is to use the author’s “S-U-C-C-E-S” framework to create and communicate a marketing message that makes an impact.
(3) Sell with a Story by Paul Smith
The subtitle is “How to capture attention, build trust and close the sale”. The book looks like a primer and guide on the idea of the “Elevator Pitch”.
(4) Building a StoryBrand by Donald Miller
Miller is a award-winning memoirist-turned-brand expert, so probably has some useful information for marketers.
Section 2 – The Craft of Copywriting
(5) The Robert Collier Letter Book by Robert Collier
A classic. Best known for the idea of “Entering the conversation going on in the mind of the prospect” but there is so much more. Already in my collection.
(6) Write to Sell by Andy Maslen
Straight to the point guide on effective writing.
(7) The Adweek Copywriting Handbook by Joseph Sugarman
Another classic and one that I have read. Joe Sugarman is one of the modern greats and the book has many examples of his work with products like BluBlocker sunglasses.
(8) Everybody Writes by Ann Handley
A guide to writing effective content of all kinds…not just longer style blog posts but short pieces that pretty much every digital marketer ends up having to write on a regular basis. Not only does everybody write…but every communication is a marketing message of some sort.
(9) Writing Without Bullshit by Josh Bernoff
A contemporary book along the lines of the classic “Elements of Style” by Strunk and White. Every writer should have (and read!) one of these kinds of books.
(10) Exactly What to Say: The Magic Words for Influence and Impact by Phil M. Jones
The power of certain words. The great John Carlton provides a collection of “Power Words” in his various courses and there are books like “Words That Sell” that identify those words that make a bigger impact than others.
(11) On the Art of Writing Copy by Herschell Gordon Lewis
I confess that I don’t have any of Herschell Gordon Lewis’ books. He seems to divide opinion. I don’t doubt that he is a top copywriter but some love his books while others find him a little pedantic. Probably time I took another look.
To conclude…of these 11 books I can unreservedly recommend “The Robert Collier Letter Book” and the “Adweek Copywriting Handbook”. Of the others, it’s well worth having…
1. A book like “Exactly What to Say”
2. One book on the fundamentals of writing. I quite like the look of “Everybody Writes”.
3. A guide to “Story Selling”. Any of the four books mentioned will probably be useful. I’m probably going to have a further look at “Storynomics”.
Happy (and productive) reading!
Disclosure: The links above are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.