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Some are explicitly about copywriting. Others are parallel to it.

But all have taught me something important about how to THINK — both tactically and conceptually — like a copywriter. 

Is this a comprehensive list? No way. It’s more like a good start. (It’s how I got my start, anyway.)

In no particular order: 

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1) “Reach For The Sun” by Charles Bukowski:

This book is a collection of personal letters written by the author between 1978 and 1994. I picked it up for pleasure but it quickly became a writing guide.

It taught me the best copy sounds like a note from a good friend.

2) “Art & Copy” on YouTube:

This movie inspired me to make advertising.

And it taught me that doing creative work demands checking your ego at the door.

3) “Mad Men” on Netflix:

This is probably my favorite show.

It taught me copywriters are problem solvers first, artists second.

Other things, too. 

4) The Doctor’s Vest-Pocket Sampler of Natural Remedies” by Gary Bencivenga:

This small, once-free book was mailed to 30 million people. It was designed to sell a big, expensive book — and did it ever.

It taught me an important marketing skill: how to make people curious. 

5) “The Adweek Copywriting Handbook” by Joe Sugarman:

This is probably my favorite book.

It taught me this timeless lesson: “The sole purpose of an ad’s first sentence is to get you to read the second sentence.”

Other things, too. 

6) The HubSpot blog:

These articles taught me how to start Content Marketing.

7) “The Copy Book” by D&AD:

This book curates the most compelling and memorable ads of the 20th century. It also has a collection of essays written by the copywriters who wrote those ads.

The ads taught me proven copywriting tactics.

The essays taught me timeless copywriting principles.

8) “On Writing” by Stephen King:

This book taught me adverbs are not my friends.

Adverbs are not my friends.
Adverbs are not my friends.
Adverbs are not my friends.

Other things, too. 

9) The CopyBlogger blog:

These articles taught me that good copy controls the reader.

First it controls her eyes, her attention.

Then it controls her thoughts, her emotions.

Writers use many tools to gain and maintain control on the page: word choice; white space; contrast; Appeal to Ego; urgency; FOMO; detail and lack thereof; clarity; brevity; curiosity.

CopyBlogger teaches them all.

10) “The Ultimate Sales Letter” by Dan Kennedy:

This classic book taught me a proven formula for writing simple, ugly, long-form copy that sells.

Other things, too. 

11) “Freakonomics” by Steven Levitt & Stephen Dubner:

This book explains economic principles by posing strange questions:

  • Why do drug dealers live with their mothers?

  • How can your name affect how well you do in life?

  • What do estate agents and the Ku Klux Klan have in common?

These questions taught me how to make 1 new thing out of 2 old things (i.e., creativity). 

12) “The Complete Short Stories” by Ernest Hemingway:

This book taught me how to write dialogue, one of the most effective ways to capture and hold a reader’s attention.

13) “Jiro Dreams of Sushi” on Netflix:

This movie taught me to immerse myself in my craft, to fall in love with my work. It renewed my purpose, and set my life on a new path. 

It really did.

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Eddie Shleyner 
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