When someone says marketing books, we typically think of books that involve a lot of work. But luckily for copywriters, there are all kinds of fun reads in this marketing books for copywriters section.
For example, one very interesting book was called Globalizing Ideal Beauty: How Female Copywriters of the J. Walter Thompson Advertising Agency Redefined Beauty for the Twentieth Century. Based in the 1920’s, this is a rare and absorbing look into early 20th century marketing and advertising.
Another unusual book raises the provocative question:
“What happens when your client has been investigated on Dateline NBC for running “Bait & Switch” ads—and you’re asked to write the next ad?”
This leads into View From The Cheap Seats: A broader look at advertising, marketing, branding, global politics, office politics, sexual politics, and getting drunk during a job interview, an unusual insight into what really goes on behind the scenes in large marketing agencies.
Rest assured that there are plenty of conventional marketing copy books for copywriters too, such as Marcia Yudkin’s popular Meatier Marketing Copy.
From the conventional to the unusual, this Marketing section of the website has some delightfully interesting books, along with solid marketing know-how books. As the site grows, other books will be added here, along with book reviews.
Great Readings in Marketing
Legendary business writer Seth Godin has three essential questions for every marketer:
“What’s your story?”
“Will the people who need to hear this story believe it?”
“Is it true?”
All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true.
As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.
But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”
This book *provides a step-by-step account of how to write persuasive marketing material *covers the do’s and don’ts of copywriting *provides professional copywriters tips and insights *offers help with getting started and dealing with writers block
Copywriting looks chapter by chapter at the main pieces of marketing material readers will have to write, and explains how to produce the very best of each.
Publicity staff, PR departments and marketing assistants will all find this an indispensible handbook. Its refreshing approach to a key area of marketing will provide inspiration even to the most experienced of copywriters.
Moi Ali is director of The Pink Anglia Public Relations Company and is a member of the Institute of Public Relations. She is author of the DIY Guide to Marketing for Charities and of the DIY Guide to PR for Charities.
Endorsed by the CIM
Step-by-step guide to writing for marketing
Includes real-life examples of good and bad practice
Copywriting shows how to write for all formats and contexts, from catalogs and products to advertising and websites. It explores the challenges of commercial writing, providing the tools to become a confident andversatile copywriter.
Leading industry talents from both the US and UK are interviewed, major campaigns covering all areas of the industry are illustrated in color and examined in depth, and exercises and tips aid in developing writing, editing, and presentation skills.
Revealing the secrets of this rapidly expanding profession, Copywriting provides the skills and techniques that will help you to thrive in the world of creative commercial writing.
It’s easier to attract potential customers and persuade them to buy when you understand your audience and respect the nuances of language. Discover how to select tone, details, imagery, numbers, facts, verb tenses, punctuation, pronouns and more to create rapport and inspire an opt-in, an inquiry or a sale.
Whether you’re an aspiring copywriter, a write-it-yourself business owner or a product manager hunting for a competitive edge, you’ll want to devour veteran wordsmith Marcia Yudkin’s advice on strategies that sell. Vivid examples and vignettes from research studies illustrate her tips.
Marcia Yudkin is the author of 6 Steps to Free Publicity, now in its third edition, and 11 other books.
“There are few genuine thought leaders in the field of copywriting. Marcia Yudkin is one of them. The strategies she presents in Meatier Marketing Copy are all easy to understand and implement, yet profoundly insightful. If you want to write marketing copy that sizzles and sells, this book is a must-read.” – Steve Slaunwhite, Author, Start & Run a Copywriting Business, Co-Author, The Wealthy Freelancer
“Marcia Yudkin is a genius at writing copy that gets read and makes sales. This brilliant book reveals her proven secrets, tips, tricks and more. I have 30 years experience as a copywriter and found gems in here I didn’t know or had forgotten. Read Meatier Marketing Copy – It’s got the beef!” – Joe Vitale, Author, Hypnotic Writing, Buying Trances, Attract Money Now and many other books
Direct marketing has grown beyond its roots in traditional mail order to embrace a host of new technologies, customer relationship-building techniques, and performance measures. Today, businesses and nonprofits of all kinds use direct marketing, which now garners 25% of the U.S. marketer’s budget, surpassing newspapers and broadcast TV.
Hailed as the “bible” of direct marketing for over 30 years, Successful Direct Marketing Methods has been completely updated and expanded with all the latest tools and techniques needed for success in today’s digital, multi-channel marketplace. Written by world-renowned direct marketing experts Bob Stone and Ron Jacobs, the Eighth Edition of Successful Direct Marketing Methods contains major revisions to chapters on the creative process, fully covering the development of direct mail advertising, catalogs, and print advertising. The Eighth Edition also explores such new topics as:
- The expanding objectives of direct marketing in the digital age
- Techniques for optimizing customer acquisition, up-selling and cross-selling, reducing defections, extending loyalty, and improving retention
- CRM applications, data mining, call center, campaign management, and sales force automation
- Customer experience management–connecting customers and brands at every touch point
- Brand building with direct marketing tools and techniques
- The growth of direct marketing in Europe, Asia, and Latin America
- Methods of international marketing–both direct and telemarketing
Successful Direct Marketing Methods offers professionals a comprehensive roadmap for direct marketing success across today’s multiple marketing channels.
Should you attempt to go drink-for-drink with a 275 lb. prospective boss right after your job interview?
Why is so much advertising condescending and ineffective, but more pervasive than ever?
In this selection of columns that originally appeared on TalentZoo.com, copywriter Dan Goldgeier examines the ups, downs, and idiosyncrasies of the advertising industry. It’s not “Mad Men,” but it’s madness.