When I decided to start a freelance writing business, copywriting was the logical choice. In truth, I didn’t really know what it copywriting meant. Initially, I thought it just meant writing articles for online platforms. When I found out how wrong I was, I knew I needed guidance. I needed a way to learn about copywriting without spending a ton of money on courses and resources just to find out I wasn’t interested in pursuing it. A quick search online for copywriting books revealed many different topics from the psychology of marketing to headline writing. Most list articles contain ten or more books that helped the writer on their path to becoming a copywriter. After reading through several lists, I narrowed down the books you need to get started to three. These aren’t the only books you will read during your career as a copywriter but they are more than enough to get you well along the path.

The Copywriter’s Handbook

This is THE book you need as a novice copywriter. There is so much valuable wisdom contained within that I could almost say this is the only book you need when starting out. This book begins by breaking down what copy is and isn’t. Copy is writing that persuades, and more importantly, writing that sells. This book breaks down how to write a headline and outlines the eight types of headlines you will write. Then in the next section it speaks about writing to communicate. Bly even goes so far as to offer tricks of the trade to improve your writing. The writing throughout the book is clear and easy to understand. For example, he breaks down the necessary parts of effective copy into five steps. First, grab attention with your headline. Then, show a need and position your product. After that satisfy the need with your product. Finally write a call for action. This is just the tip of the iceberg. The book also outlines the different projects you may be called upon to write as a copywriter from writing direct mail letters to writing for video. The Copywriter’s Handbook is the toolbox you need to build a career as a copywriter. And it is an effective form of copy. As you read the book, Bly is also directing you to his website and additional services you may be interested in as a copywriter. It’s not obtrusive or pushy. It’s effective.

Made to Stick:

Made to Stick answers the question: how do I create impactful content? Using the principles of simplicity, unexpectedness, concreteness, credibility, emotions, and stories, Chip and Dan Heath clearly explain why some ideas stick in our minds while others slip by unnoticed. This book is written in easy to understand sections with plenty of examples of “sticky ideas”. In addition, there are exercises for each section so that you can practice the concepts for a better understanding before moving on. In the first section, simplicity, the book teaches you how to get to the core of what you are trying to communicate. Once you have discovered that, it teaches you how to communicate it in the most compact way. This simple brevity creates memorable ideas. In a later chapter on concreteness, it teaches you how to find generic language in your writing and replace it with specific examples that illustrate what you are trying to say in a way that is clear to your reader. The book offers the burgeoning writer an easy-to-follow template to create memorable lasting ideas.

The Copy Book: How some of the best advertising writers in the world write their advertising:

One of the challenging parts of learning a new skill is that it can be hard to go from instruction to practice. You will hear “call to action” many times in the Copywriter’s Handbook but what does it look like? What is concise or persuasive writing? This is where the Copy Book shines. After working through the previous two books you should have a ton of notes. Go through the examples in this book and see how they line up with what you have learned so far. Pay attention to the tone of the writing. What words do the writers use? What about sentence structure? Paragraph length? How are they crafting headlines? How are the words laid out on the page? Consider what Bly says in the beginning of the Copywriter’s Handbook. Can you see a connection between the two? The Copy Book is also filled with great words of wisdom. Each copywriter featured in the book has a moment to speak about their experiences. Pay attention to not just what they are saying but also how they are saying it.
“The most powerful words are the small ones. The most powerful sentences the short ones.” Jeremy Sinclair, The Copy Book.

These are the three books that will get you started doing the most important part of copywriting: actually writing. Let me know if these books have helped you as you were starting out by leaving a comment below. Also, if you have any other suggestions for copywriting books that you absolutely cannot live with out let me know.