In the first five chapters, something just gelled in my mind. I couldn’t sell pocket warmers to Eskimos…However, I recently stumbled across a book that had a profound effect on me. If you’re a copywriter who struggles with writing sales-y copy, this book breaks it down with a methodical approach. It walks you step-by-step through the copywriting process, and explains the emotional triggers and elements that make up killer copy. The best part about this book is that it truly is a handbook. The Adweek Copywriting Handbook is based on a $2,000 course Sugarman taught back in the ’70s (you might be interested to note that this fact makes him the godfather of the $2,000 course price point). If that doesn’t impress you… well, same here… but believe me, it’s a big fucking deal! Joseph Sugarman once sold a used plane, valued at $190,000, for $240,000 using one magazine ad. The Adweek Copywriting Handbook by Joseph Sugarman His methods outlined in this book make perfect sense even today.” – John Bagwell, Marketing Resource BlogĤ. Caples was one of the first advertising professionals to really test which ads worked. “Chapter 5 is worth the cost of the book…You will find five out of ten of the ads use one of his headline techniques. Literally old.īut well worth the read, especially if you’re in direct response copywriting or work with paid advertising campaigns. But as I mentioned in the intro to this category, timeless tips have no age… but this book does. This book is old - I mean, really old – so old that David Ogilvy (yes THAT David Ogilvy) literally wrote the forward. John Caples, a literal advertising legend, was literally obsessed with split-testing, which means every insight in this book was vetted and tested before being featured. Tested Advertising Methods is about exactly what the name suggests: proven strategies to sell more. Here’s another book that should be in literally every copywriter’s collection. Tested Advertising Methods by John Caples I would especially recommend it for anyone who’s been in the field for years and wants to catch up.” – Helayne Spivak, Amazon customerģ. I would recommend this for anyone wanting to enter the field of advertising and marketing. What Edward Boches added to Sullivan’s brilliantly thought out how-to was something I thought would be almost impossible: to guide, illuminate and understand today’s incredibly complex and ever changing digital world and capture it between the covers of a book. “I didn’t think this classic book on how to concept, create and execute advertising could get any better. Be sure to pick up the fifth edition with additions from Edward Boche, which helps bridge the application gap between digital, social and traditional media. This classic is perfect for new and intermediate copywriters who want to learn both copywriting and tips for getting work. He distills all that knowledge into a practical guide on making ads, including tactics and examples of great (and not so great) advertising. If you didn’t immediately get the joke, take a second and do so now.Īward-winning copywriter Luke Sullivan spent three decades developing campaigns for the likes of Miller Lite and Time Magazine. Hey Whipple, Squeeze This by Luke Sullivan If marketing or copywriting is calling your name, read this book.” – Monty Rainey, Amazon customerĢ. This is like a 200 page swipe file of some of the greatest ads ever. “The book is laden with time-tested ads that work, and some that clearly don’t. It’s got practical tips and great examples. In this copywriting classic, Ogilvy covers all the fundamentals behind writing advertising that sells, including market research, positioning, and crafting impactful copy that makes a reader stop in their tracks. the world has never seen the likes of which. Most importantly, the guy looks like a baller on the cover with his tailored suit, classy lung cancer accessory and slicked back hair. He built an agency empire the likes of which…. In the history of the internet, no name has been better leveraged to sell shitty get rich quick schemes than that of The Father of Advertising himself.Īnd there’s a good reason for this. If you want to sound smart in a client meeting, cigar lounge, Facebook live roundtable, or MLM sales party, just say “David Ogilvy”.
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