Copywriting Books: The Top 10 Must-Read

Widely considered the “bible” of direct response marketing, Breakthrough Advertising is not just a book—it’s an invaluable reference guide. Schwartz, known for his creativity and timeless wisdom, discusses in detail the psychological triggers that compel consumers to take action. A statistical highlight: the original edition is so sought-after that used copies have sold for over $900 on online marketplaces.

While not strictly a copywriting book, Influence: The Psychology of Persuasion delves into the core of copywriting: understanding what influences people to act. Cialdini’s six principles of persuasion have been referenced in countless advertising campaigns and have helped numerous businesses improve their conversion rates.

David Ogilvy, often hailed as the “father of advertising,” shares his wisdom in this classic book. Ogilvy on Advertising showcases a blend of the creative process and the strategic discipline that results in compelling ad campaigns. According to a Nielsen study, Ogilvy’s philosophy of balancing creativity and data-driven decisions is still prevalent, with 64% of advertisers believing it leads to the most successful campaigns.

For those looking for an all-encompassing guide, The Copywriter’s Handbook is a perfect pick. Bly covers everything from writing headlines to drafting sales letters and creating direct mail packages. According to a DMA Insight report, direct mail marketing achieves a 4.4% response rate, compared to just 0.12% for email, making the skills Bly discusses highly relevant even today.

Claude Hopkins emphasizes the importance of testing and learning in marketing in this illuminating book. Although Scientific Advertising was published in 1923, its principles are still applicable in the digital era. A report by Adobe suggests that A/B testing, one of the techniques advocated by Hopkins, is used by 61.9% of marketers to optimize their online conversions.

Made to Stick offers a deep understanding of why some ideas survive and others die. While it is not strictly about copywriting, it illuminally illuminates the path to crafting sticky ideas—a crucial part of any successful advertising campaign.

Joseph Sugarman’s book provides practical, easy-to-apply advice on how to produce copy that sells. Each chapter provides lessons that progressively build on each other, helping the reader understand the psychology of selling.

Handley’s Everybody Writes reinforces the idea that in the age of the internet, everybody is a writer. It provides guidance on creating and publishing content that resonates with the audience, ultimately driving engagement and sales.

In Words that Work, political consultant and communication expert Frank Luntz presents his pioneering research on the power of language. Luntz emphasizes the significance of word choice and provides practical guidelines on how to choose the right words to get the desired response. It’s a must-read for those aspiring to master the art of persuasive writing.

Hey, Whipple, Squeeze This is often referred to as the “advertising creative’s bible”. In his book, Luke Sullivan shares insider knowledge about what makes a powerful ad and how to tell stories that engage, persuade, and sell. A plethora of examples and case studies make this book a comprehensive and practical guide to creating compelling ads. According to a survey by Stackla, consumers are 2.4 times more likely to view user-generated content as authentic compared to content created by brands¹, which makes Sullivan’s storytelling principles even more relevant in today’s content-driven advertising landscape.