This book isn’t just for advertising experts, copywriters, marketing folks…
It’s for business owners and anyone whose products have been collecting cobwebs in the dark.
It is by my computer at ALL times!
It is hands down the best copywriting book of all time!
If you want to increase sales - not just make a sale - this book is for you.
Eugene Schwartz stresses the importance of a headline and how you should really take the time to work on this part of your ad to grab the attention of your audience.
It’s one thing to hook them in…. It’s another to sustain that attention.
Breakthrough Advertising is the Ultimate Resource to Learn Copy
This book teaches you how to get to that point of making them stop and look and read up to the very end.
And yes, to click the buy / subscribe button, after all that reading they do with your copy.
Another thing you’ll learn from this book is the core of good copy that really speaks to your audience aside from one that’s just well-written.
Schwartz puts it as a one to one connection that you want to establish throughout your ad. The goal is to read and empathize with what your audience is feeling. As a copywriter, you’re kind of like a needs doctor, you have to diagnose what your audience needs and give it to them through your copy.
How Much of a Classic is this Book?
This book was first published in 1966 but don’t let the publication date deceive you…
It may sound old school but the content is even more applicable now than ever. With information overload on the rise and people getting constantly bombarded with hundreds and thousands of ads each day, you want your ad to stand out and really strike them to the core.
The heart of a good copy is to appeal to your target audience’s basic instincts and emotions, get them to quickly act on their impulses and that’s how you make massive sales.
These - and more - are copywriting skills you’ll master after reading and practicing the concepts this book preaches.
Definitely worth paying $$$ considering it’s written by the legendary copywriter that history has yet to duplicate and no marketing guru could ever top.
John Caple’s Tested Advertising Methods is a must-read book for newbies, seasoned copywriters, or just about anyone with a growing interest in how to write great copy.
It must seem a little strange that this book came out even before the computer or the internet was born back in 1932 but what’s even more compelling is that the stuff it preaches is so incredibly relevant and highly applicable to this very date.
In the words of John Caples “It’s what you say that counts, not how you say it. A valid argument presented in blunt language will sway the reader more than a less valid argument beautifully presented.”
Boom. Just what every copywriter who’s been doing it wrong needs to hear. And how do you know what exactly you’re doing wrong? By testing. The importance of this is highlighted in the book showing you how and what to test.
Tested Advertising Methods Takeaways
Essentially, your sales copy is not intended as pure artistry or cleverness or literary. That’s what you want in a good novel.
The main purpose of sales copy is to sell and at the end of the day, a flawless, grammatically perfect, flowery ad doesn’t mean anything unless people buy your stuff.
Caples arms us with tried and true advertising methods that actually work. No big words, no weird vocabulary, but rather just some good old simple language in your ad that people can understand and make them say heck yeah, this guy knows what I need!
Pro tip on this one… If you can find the 4th edition instead of the 5th edition it has been edited less and has more of Caples’ brilliance in it.
Ads are really all about the headline for the first 2, 3 seconds.
It’s the thing that your audience sees right away and hooks them in before they decide to read the rest of your copy or go back to scrolling up their Facebook page.
And if your copy is compelling enough and answers their question “What’s in it for me?”, they will read on and take action.
So straight away, your headline needs to indicate the ultimate benefit your product offers.
Victor Schwab's Sweet Spot
Victor Schwab cuts the BS by teaching you how to make an effective headline that converts. Be prepared to get plenty of those Aha moments while reading this book because it’s loaded with legit pro advice and none of the ninja fakeness stuff populating the internet nowadays.
Other equally important topics this book includes are the human psychology (he goes deep into this), long vs. short copy, sizing your ad, 14 split tests and what these tell you about advertising, 100 effective headlines examples and why they work, details into researching and tons more!
If you’re looking for a book that will reinforce all of the ‘cliches’ you’ve heard about sales… then I’m afraid that this one is going to be a heart-breaker!
Virtually anyone who has ever had anything to do with sales has probably been exposed to the “you can do it if you just believe you can” mindset.
But in this book, Harry Browne comes along and tells us that not only are some of these commonly-held beliefs straight up untrue… but that they can sometimes be a downright hindrance!
Challenging many automatic assumptions of what it takes to be a successful salesperson, The Secret of Selling Anythingwill have you rethinking everything you’ve ever believed about sales.
Purge False Sales Narratives From Your Life. They’re Not Helping You!
One of my favorite things about this book is that it lays out, in easy-to-understand terms, perfectly rational counter-arguments to nearly every sales cliche you’ve ever heard.
For example… it talks about how enthusiasm is not actually a virtue when it comes to sales.
It talks about how positive thinking is actually an unrealistic fallacy… and about how sales actually has very little to do with convincing anyone to buy anything.
I also really love how Harry Browne lays all of this out. The Secret of Selling Anything is a methodical, fundamental collection of principles that, when applied correctly, can revolutionize the way you think about selling.
Not only that, but the concepts apply perfectly to selling online as well. In fact, it is uncanny how applicable these concepts are to content, digital, and affiliate marketing!
If you’re ready to challenge all of your preconceived ideas about selling, and level-up your ability to sell without requiring you to waste your valuable time developing skills that are actually not going to do you any good, then it is a must read!
These all started as a series of letters Gary wrote to his son throughout his life. But what’s amazing about this book is how rich in life lessons it is.
For Gary, success is in every aspect of a person’s life - personal and professional. And if you’re thriving in these two things, it will certainly give significant results to your marketing efforts.
The first part is all about routines, proper diet, regular exercise, and how to achieve wellness since these are all relevant to success.
Then, he touches on identifying a group of people he calls the “starving crowd” or folks who have a great demand and need for a product. Your goal is to capitalize on this need and position your product or service accordingly.
The Boron Letters Takeways
This book is rich in new and often ignored knowledge that copywriters, businesses, and marketing experts need to know to really kill it with their copy.
Other things he emphasizes in this book include the importance of a call to action in your ad, split testing, the AIDA model when conveying value to your audience, and a whole lot more.
Filled to the brim with marketing success and personal self-improvement tips, this book will change your life and your bank account. It’s that powerful.
Copywriting Changes Everything
Writing is just one part of the whole copywriting process.
Reading, learning from the pros, and split testing your copy are other parts of the process you need to nail down to get the results you want.
To get your copy dialed in and start making massive sales, you have to go straight to the right experts and weed out the fake marketing gurus telling you their way is the only way.
Do more Research or Start Learning from Classics Today?
You can do more research on the best copywriting books to read but this top 5 list is the place to start - and essentially all you need to know when you want to learn from legendary copywriting pros.
So read up, build and flex those copywriting muscles, and leverage your knowledge and skills to exponentially increase your sales!
Got some ideas, questions, insights to share?
Chat me up in the comments section and let me know what you think about these books if you’ve read some of them or you’ve got other books that have helped you write awesome copy.
I look forward to reading and responding to your comments soon!
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Miles is a full time internet marketer who sells information products and a niche membership program with his wife, Melanie. Together they have created a lifestyle business that allows them true location independence and this blog where you get to see behind the scenes and see how they have built their online business from scratch.