A copywriter breaks down why popular marketing books miss the mark and recommends four essential reads instead: Breakthrough Advertising for channeling desire, The Ultimate Sales Letter for pure direct-response, Ogilvy on Advertising for selling plus branding, and The Wizard of Ads for emotional impact. Skip the clever stuff. Focus on what actually makes people buy.
To become a great copywriter, you don't need to read Hey Whipple, Squeeze This. It teaches you to make clever ads, but nobody ever bought anything because the copy was merely clever. You do need to read Breakthrough Advertising. You don't create desire, you channel it. This is the Bible of direct response advertising. You don't need to read Purple Cow. You'll finish it, you'll be inspired, but you still won't be able to make a dime. You do need to read The Ultimate Sales Letter. It is pure direct response. Every page assumes the copy either sells or it's fired. You don't need to read Scientific Advertising. Everyone recommends it, but no one's actually read it. It basically says that you should test headlines and that's a good idea, which you already know. The other 60 pages are literally about mail-order coupons. Do you even know what a mail-order coupon is? That's why you do need to read Ogilvy on Advertising. The most quotable ad man ever for a reason. It's all about selling. It also blends some branding. It's a must-read. Honorable mention, you do need to read The Wizard of Ads. This is how to use words to make people feel something before they buy something. It's written by the guy who taught me half of what I know.
