{"id":570,"date":"2016-10-12T00:00:00","date_gmt":"2016-10-11T22:00:00","guid":{"rendered":"https:\/\/www.calliesundschewe.de\/five-books-to-improve-your-advertising-skills\/"},"modified":"2022-02-16T14:04:55","modified_gmt":"2022-02-16T13:04:55","slug":"five-books-to-improve-your-advertising-skills","status":"publish","type":"post","link":"https:\/\/www.calliesundschewe.de\/en\/blog\/five-books-to-improve-your-advertising-skills\/","title":{"rendered":"Five Books to Improve Your Advertising Skills"},"content":{"rendered":"

\u201cAdvertising is a business of words, but advertising agencies are infested with men and women who cannot write \u2026 They are helpless as deaf mutes on the stage of the Metropolitan Opera.\u201d This was the bleak verdict delivered by \u2018Father of Advertising\u2019 David Ogilvy in 1963. Since then, the problem has only worsened. These five books could help to solve it. <\/b><\/p>\n

    \n
  1. <\/b>Confessions of an Advertising Man<\/i><\/b>,<\/b> David Ogilvy (1963)<\/b><\/li>\n<\/ol>\n

    \"\"It has sold over one million copies to date\u2014and with good reason. Even today, the bestseller by British advertising legend David Ogilvy is remarkably relevant. His clear, narrative style of writing draws the reader in. Ogilvy\u2019s credo is that writing is all about the content, not the form. Copy needs to be specific rather than clever or witty. People don\u2019t buy from clowns. Most successful campaigns will never win awards, and that still holds true to this day. It is fair to say that Ogilvy was one of the most influential (m)ad men of all time. <\/span>Even 50 years after it was published, this influential book is still a joy to read.<\/span><\/a><\/p>\n

      \n
    1. <\/b>The Copywriter\u2019s Handbook: A Step-By-Step Guide To Writing Copy That Sells<\/i><\/b>, Robert W. Bly (1985)<\/b><\/li>\n<\/ol>\n

      Back to basics. With the help of concise checklists and useful how-tos, Bly provides his readers with the fundamental skills needed to become a successful copywriter. <\/span>The Copywriter\u2019s Handbook <\/span><\/i>not only makes your copy more readable and persuasive, but also includes tips on finding your way into the industry. Even Ogilvy himself sung the book\u2019s praises: \u201cI don\u2019t know a single copywriter whose work would not be improved by reading this book. And that includes me.\u201d <\/span>Bly\u2019s guide belongs on the bookshelf of any aspiring copywriter.<\/span><\/a><\/p>\n

        \n
      1. <\/b>Hey Whipple, Squeeze This<\/i><\/b>, Luke Sullivan (1998)<\/b><\/li>\n<\/ol>\n

        \"\"This book\u2019s unusual title is a play on an infamous, but highly successful, series of toilet paper ads that ran from 1964 to 1985 in North America. And the same humorous tone can be found throughout Sullivan\u2019s comprehensive guide. The book covers everything from TV, print, and radio commercials to a brief history of the industry\u2014with examples of the best ads and why they worked. Newer editions also include chapters on digital and social media advertising. <\/span>Smart, cynical, and most of all witty, this book is guaranteed to make you laugh.<\/span><\/a> It is no wonder it has cemented itself as essential reading for anyone interested in advertising.<\/span><\/p>\n

          \n
        1. <\/b>Scientific Advertising<\/i><\/b>, Claude C. Hopkins (1923)<\/b><\/li>\n<\/ol>\n

          This little book was written way back in the days before films had sound. But it is packed full of seemingly timeless wisdom, such as, \u201cThe best ads ask no one to buy,\u201d \u201cDon\u2019t think of people in the mass,\u201d and \u201cHeadlines on ads are like headlines on news items\u201d. Hopkins also invented A\/B testing: \u201cThe identical ad run with various headlines differs tremendously in its returns.\u201d This is the reason that Hopkins spent hours and hours writing headlines. The timeless classic will probably outlive even the internet. As its copyright has expired, <\/span>you can now download the book for free<\/span><\/a>.<\/span><\/p>\n

            \n
          1. <\/b>Trust Me, I\u2019m Lying: Confessions of a Media Manipulator<\/i><\/b>, Ryan Holiday (2012)<\/b><\/li>\n<\/ol>\n

            \"holiday\"Although the title makes a reference to Ogilvy, the book is completely different. Marketing specialist Ryan Holiday demonstrates how easy it is to manipulate the truth in the age of online blogs and warns of the consequences. Fake news can quickly spread around the world. Bloggers cleverly fool their readers and headlines are a decisive factor. The book is both forward-looking and highly controversial. Wonder if Trump owns a copy? <\/span>It is a must-read for advertisers and consumers alike in today\u2019s media landscape.<\/span><\/a><\/p>\n

            To be continued\u2026<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

            \u201cAdvertising is a business of words, but advertising agencies are infested with men and women who cannot write \u2026 They are helpless\u2026<\/p>\n","protected":false},"author":1,"featured_media":218,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16,17],"tags":[],"class_list":["post-570","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiration-en","category-our-agency"],"aioseo_notices":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/posts\/570","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/comments?post=570"}],"version-history":[{"count":1,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/posts\/570\/revisions"}],"predecessor-version":[{"id":598,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/posts\/570\/revisions\/598"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/media\/218"}],"wp:attachment":[{"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/media?parent=570"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/categories?post=570"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/tags?post=570"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}