{"id":167212,"date":"2024-02-28T15:29:36","date_gmt":"2024-02-28T21:29:36","guid":{"rendered":"https:\/\/www.digitalmarketer.com\/?p=167212"},"modified":"2024-02-28T15:29:37","modified_gmt":"2024-02-28T21:29:37","slug":"3-classic-copywriting-books","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/3-classic-copywriting-books\/","title":{"rendered":"3 Classic Copywriting Books You Need Now More than Ever"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

Classic copywriting books are needed now more than ever. With the explosion of marketing technology, AI-generated content, and companies worldwide competing for the same customers, timeless principles are priceless. <\/p>\n\n\n\n

Because although AI can generate content, understanding human emotions and psychology, as taught in these books, is essential for creating an engaging and persuasive copywriting piece.<\/p>\n\n\n\n

With all our new technology, it\u2019s easy to get pulled away from the fundamentals of copywriting. However, when you combine the fundamentals with modern technology, you become unstoppable.<\/p>\n\n\n\n

Breakthrough Advertising By Eugene Schwartz<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Breakthrough Advertising is a favorite among copywriters. Eugene Schwartz, a direct-response copywriter who was prolific in the mid-20th century, is a legend.<\/p>\n\n\n\n

Breakthrough Advertising is a dense book, and most reviews will only cite the Schwartz lessons from the first half. For example, almost every review will cite Schwartz\u2019s advice that demand for a product cannot be created\u2014only channeled.<\/p>\n\n\n\n

(I guess I just did it too.)<\/p>\n\n\n\n

That advice about customer demand is indeed sage wisdom to write down and remember forever. But it\u2019s in the second half of the Breakthrough Advertising, which gets little attention, where I find the most gems. <\/p>\n\n\n\n

One of those gems is Schwartz writing about the topic of belief.<\/p>\n\n\n\n

Belief is the goal, <\/em>Schwartz states.<\/p>\n\n\n\n

If you can channel the tremendous force of his belief\u2014either in content or direction\u2014behind only one claim, no matter how small, then that one fully-believed claim will sell more goods than all the half-questioned promises your competitors can write for all the rest of their days.<\/em><\/p>\n\n\n\n

A prospect can\u2019t fully accept and value your offer unless you build the necessary beliefs. Your coupons and bonuses will bounce right off your prospects unless they believe your product is right for them.<\/p>\n\n\n\n

As an example, Schwartz describes a challenge he had in selling a TV repair manual. Back in the 1950\u2019s, TVs were complex, intimidating machines that broke down constantly, leading to expensive repair bills.<\/p>\n\n\n\n

The homeowner could save a ton of money doing TV repairs themselves. The problem was that nobody believed they could actually repair a TV.<\/p>\n\n\n\n

Schwartz persuaded prospects they could repair the TV using nothing but his words. He did it through the way he structured his sales letter, strategically targeting belief after belief. You can find the full sales letter in Breakthrough Advertising\u2014it\u2019s incredible.<\/p>\n\n\n\n

HOW TO USE THIS BOOK TODAY:<\/h3>\n\n\n\n

These days, the marketing world is filled with hype and over-the-top promises. Schwartz advises us to dial down those big promises. Instead, focus on building belief. Put yourself in your prospect\u2019s shoes and ask, \u201cWhat does my prospect need to believe in order to say \u201cyes\u201d to my offer?<\/p>\n\n\n\n

If you want more on this topic of belief building in your prospect\u2019s mind, I teach a step-by-step process in my own, Simple Marketing for Smart People<\/a>.<\/p>\n\n\n\n

The Robert Collier Letter Book<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Robert Collier built a successful direct-response marketing business by sending simple letters in the mail. <\/p>\n\n\n\n

He used letters to sell all sorts of products, from coal (Collier was a mining engineer) to women\u2019s dresses. But he mainly sold books. <\/p>\n\n\n\n

The books were typically stories from history, such as H.G. Wells’s The Outline of History, or personal development books around achievement and success. Collier sold over 300,000 copies of his personal development book called The Secret of the Ages.<\/p>\n\n\n\n

His letters were clear, compelling, and most importantly\u2014human.<\/p>\n\n\n\n

Collier has a way of writing that makes you feel like he\u2019s writing you a personal letter even though has was mailing these letters to thousands of people.<\/p>\n\n\n\n

One notable letter was written to mothers and sold a home study course. It has the headline: \u201cThere is No University Like a Mother\u2019s Reading to Her Child.\u201d<\/p>\n\n\n\n

Really tugs on the heartstrings, doesn\u2019t it? That\u2019s classic Collier.<\/p>\n\n\n\n

Now, these letters were not merely for entertainment. He calls the letters he writes \u201cResultful Letters,\u201d meaning the letters had to lead to results. That is, a purchase.<\/p>\n\n\n\n

But it\u2019s Collier\u2019s way of getting the reader to take action (i.e., to purchase the product) that sets him apart.<\/p>\n\n\n\n

His approach centers on knowing your reader. Collier states:<\/p>\n\n\n\n

Familiarity with the thing you are selling is an advantage, but the one essential without which success is impossible in selling, by mail or selling in person, is a thorough understanding of human reactions. Study your reader first\u2014your product second. If you understand his reactions and present those phases of your product that relate to his needs, then you cannot help but write a good letter.<\/em><\/p>\n\n\n\n

Wise words for today\u2019s copywriter.<\/p>\n\n\n\n

HOW TO USE THIS BOOK TODAY:<\/h3>\n\n\n\n

Use The Robert Collier Letter to add a human element to your writing. This book is different in that it\u2019s learn by example. There\u2019s not as much teaching as other copywriting books, but rather, you learn from Collier\u2019s example letters, of which there are dozens.<\/p>\n\n\n\n

Read Collier\u2019s letters, his commentary, and his approach will sink in. The next time you sit down to write copy, you\u2019ll naturally harness your inner Collier.<\/p>\n\n\n\n

Scientific Advertising by Claude Hopkins<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Claude Hopkins is a pioneering figure in advertising. His most famous book, Scientific Advertising, is short at just 87 pages. Yet, it\u2019s still constantly referenced for its timeless principles.<\/p>\n\n\n\n

In Scientific Adveritsing, Hopkins writes:<\/p>\n\n\n\n

The lack of fundamentals has been the main trouble with advertising in the past . . . it was like a man trying to build a modern locomotive without first asserting what others had done.<\/em><\/p>\n\n\n\n

Hopkins laments that advertising success has felt like too much of a gamble, too much too much like speculation, like betting at the race track.<\/p>\n\n\n\n

Do you see how even today, we\u2019re wrestling with the same problem? We roll out a new product launch, ad campaign, or VSL, and it feels like we\u2019re rolling the dice.<\/p>\n\n\n\n

Hopkins believed advertising could be a safe and sure venture. But in order to do so, we must learn the fundamentals.<\/p>\n\n\n\n

Hopkins then walks through his nearly 20 laws of advertising. He covers everything from headlines to distribution to giving samples. That last law, giving samples, was one of Hopkin\u2019s favorite techniques. He sold a mountain of products by giving away samples. Hopkins believed the product should be its own best salesman.\u00a0<\/p>\n\n\n\n

HOW TO USE THIS BOOK TODAY:<\/h3>\n\n\n\n

Each of Hopkin\u2019s laws can be applied today. For example, his law of giving samples is easier than ever thanks to shipping across the world being easier than ever. <\/p>\n\n\n\n

His law on individuality and adding personality to your copy is critical given the massive amount of content on the internet and the difficulty of standing out.<\/p>\n\n\n\n

Weave Hopkin\u2019s laws into your next copywriting project and enjoy the results.<\/p>\n\n\n\n

Your Turn<\/h2>\n\n\n\n

The benefit of learning copywriting from history\u2019s greats is that they weren\u2019t distracted by the internet and modern technology. That meant they put all their effort into the only tool they had\u2014their words.<\/p>\n\n\n\n

Study these great books to learn the timeless principles that lead to high-converting copy. Then, combine those principles with modern technology and watch your results soar.<\/p>\n\n\n\n\n \n<\/a>\n","protected":false},"excerpt":{"rendered":"

Classic copywriting books are needed now more than ever. With the explosion of marketing technology, AI-generated content, and companies worldwide competing for the same customers, timeless principles are priceless.\u00a0<\/p>\n","protected":false},"author":6752,"featured_media":167225,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[34,806,807,83,812,45],"tags":[84,625,100,55],"class_list":["post-167212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-book-reviews","category-classic-marketing-books","category-copywriting","category-marketing-mindset-books","category-marketing-skills","tag-advertising","tag-advertising-tips","tag-copywriters","tag-digital-marketing"],"acf":[],"yoast_head":"\n3 Classic Copywriting Books You Need Now More than Ever - DigitalMarketer<\/title>\n<meta name=\"description\" content=\"Classic copywriting books are needed now more than ever. 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