RECOMMENDED READING

There’s nothing wrong with having a go at copywriting yourself, but just remember that there is quite a bit more to it than being competent at English.

I’m forever reading round the subject to ensure I can produce the very best for my clients, and here, below, are a few comments about some of the better marketing and copywriting books I have come across.

Dip into a few and see how you go – it could be the start of a whole new career……

• The Adweek Copywriting Handbook (2007) – Joseph Sugarman

If you’re often left dissatisfied by the often-mindless quips offered for your advertising copy by time-poor reps, then this is the guide for you.

This may emanate from the States, but many of Sugarman’s ideas area equally applicable to a slightly more reserved (UK) market.

One of the books main strengths is that in addition to practical tips, the book also guides you towards the ideal mindset of a successful copywriter.

• Bright Marketing (2007) – Robert Craven

Self-styled marketing guru Robert Craven is the kind of guy you want holding your hand through a financial downturn, and his latest book is arguably the next best thing.

As a well-read, and practically-experienced businessman, tutor and advisor, Craven will have you thinking about your business in ways you’ve perhaps never thought about before, starting with the most fundamental question of all: Why should people bother to buy from you?

Well-structured, simple to understand and presented in easily-digestible, bite-size chunks, it’s an invaluable reference book for every budding entrepreneur’s bookshelf.

Chapters cover all aspects of business, from basic branding and customer relations, to advice and practical help in transforming you into a formidable networker.

In a world of mediocrity where most people are selling the same thing and offering the same services, it’s a guide no self-respecting businessman can afford to be without.

• Eats, Shites and Leaves: Crap English and How to Use It (2004) – A. Parody

Perfect material for the thinking man’s bathroom bookshelf – and a reminder to see the funny side of being hopeless at written communication.

• Ogilvy on Advertising (1983) – David Ogilvy

This may hark back to an era when thin ties, Ska bands and quiffs were all the rage, but this best-selling tome has an untimeless truth to divulge.

And given that it’s written by the boss of one of the world’s most successful and pioneering advertising agencies, that’s as good a reason as any to grab a copy.

Its age does not detract from the wealth and experience that lies within each page – indeed, many of the principles to be found within are echoed by more contemporary marketers writing today.

Ogilvy unapologetically flies in the face of gimmick-led, empty advertising and instead advocates that “the more you tell, the more you sell”, backing up this theory with numerous well-known examples from his own portfolio.

Several of the chapters may be geared towards those looking for a career in advertising specifically, but as anyone who works for themselves will already know, if you’re self-employed, marketing is an integral part of your daily working life.

Pick up a copy and learn from the master.

• Web Copy That Sells (2005) – Maria Veloso

If you want to revitalise your web copy for yourself and to guarantee your site visitors don’t click away within seconds, this informative, no-nonsense book makes an excellent starting point.

Wherever possible, the plain-talking author illustrates with colourful and relevant case studies and suggests action points taking you through every step.

From linguistics and psychological techniques to the rudiments of layout, Veloso shows you how to leave potential clients salivating over your product or service, and how to keep both new and long-standing clients loyal to your brand.

And even when taken out of the context of the World Wide Web, this marketing-savvy book still packs a punch.