After spending over a decade as a copywriter, and working through the internet explosion, I have a few opinions about what it takes to be a great copywriter in today’s creative environment. The three key elements are first, being well a rounded writer, second, having a great understanding of how media works, and third, and most important, doing insanely creative work.

Note: I’m not saying that technology and the internet are not on the above list. If you’re a well rounded writer with a deep understanding of media, you have that covered instinctively.

With all that in mind, here are my top ten books that could help you to become a better advertising copywriter.

Strunk and White’s Elements of Style: Every writer should read this cover to cover every couple years. It’s that good. And it’s the only style book I’m adding to my list but other books worth reading include On Writing Well and all of William Safire’s books on writing including The Right Word in the Right Place at the Right Time. It should go without saying that we should all have a copy of The AP Stylebook on our shelf and even a copy of The Chicago Manual of Style. And if you’re really gung ho, grab a copy of The New York Times Manual of Style and Usage. Nothing like pulling one of these off your shelf and settling an argument over why your copy should stay the way you wrote it.

The Medium is The Message: This obtuse little book by Marshall McLuhan, often misquoted as “the media is the message”, a good introduction to the thinking of someone who understood today’s complex interconnected world before it ever happened. Cool Design By Quentin Fiore as a bonus.

The Book of Gossage: If you don’t read anything else on this list, do yourself a huge favor and, not only read this, but understand it deeply. You’ll get an insight into, not only Howard Gossage, but his intellectual follower, Jeff Goodby. You’ll learn about an advertising man who was much more than an ad man or Mad Man.

Hey Whipple, Squeeze This: If you’re a student or a junior, this is a great book to read. Kinda like having one of the most awarded copywriters ever as your personal mentor. Luke also has a blog by the same name. Good advice in both places for the journeyman or student.

Anything by Hemingway: Ernest Hemingway, probably more than anyone else, has influenced the way the best copywriters, even if they don’t know it. He popularized an economical and understated style of writing that emphasized the story and ideas over flowery text. That’s exactly what a great copywriter should do.

Joseph Campbell’s The Power of Myth: You may think I’m way off course with this one. But as copywriters, we’re no longer just ad writers we’re “brand storytellers.” Understanding myth is at the core of storytelling. And if it helps, know that just about every Hollywood screenwriter has read this book.

At least one really good dictionary and a thesaurus that isn’t part of your word processing program: Yeah, they’re available online and even in Microsoft Word. But there’s nothing like thumbing trough the printed pages for inspiration.

Where the Suckers Moon: This isn’t really a great book on writing per se, but it is a good look at how the industry and great creative departments  work from a 360 degree perspective. And perspective is everything. Inventing Desire is also a good one for the same reason. More recent and self-serving is Hoopla.

Aristotle’s Poetics: Not the most riveting read on the list but covers the basics of storytelling. And that’s what we do, right. If you don’t want to read and old greek guy, may I suggest a screenwriting book from Robert McKee or Syd Field for the nitty gritty on story and structure in a more palatable form.

The Cluetrain Manifesto: This is where the new mantra started – conversations and the end of advertising. A more practical book is Groundswell written by consultants at Forrester. I’m not recommending these books as great advice for advertising writing, but remember that bit I said earlier about understanding how media works. Read them, understand them, and then form your own opinions.

Honorable Mention:

Steve Jobs Bio: Good story where great design and conceptual thinking prevails. And a few nuggets on creative leadership buried in there too.

 

 

 

Posted on: May 9, 2012, by : Jimmy Gilmore