100 books like Tested Advertising Methods

What’s it like to climb inside the mind of one of advertising’s most iconic legends? Reading this book is probably the closest thing to it. You’re sure to come out with a dramatically changed view on how the industry works, and doesn’t. I’ve quoted him often in Cashvertising because his no-bull approach to advertising resonates strongly with everything I’ve been teaching for nearly four decades. Make his words your own and then--when you speak to others about advertising--you’ll be speaking with the voice of unquestionable authority.

The message is simple: Offer something meaningfully different than anyone else to your prospective customers...clearly communicate that difference...and you’ll be on the path to greater relevance.

I can’t tell you how many times I’ve referred back to this book for guidance on category creation, naming, brand leadership, and more.

Positioning teaches you how to create a unique position for your brand in the minds of your target audience, and how to communicate that position effectively. It's all about standing out, being different, and showing your customers why they should choose you over your competitors.

Published more than 40 years ago, I find Positioning to be incredibly relevant and insightful even today. It continues to be a must-read for anyone looking to take their brand to the next level!

Decades old, this book continues to be one of the most important resources for creating and delivering effective messages in marketing. Eugene Schwartz is one of the godfathers of direct advertising whose insights about understanding your customer’s state of awareness have been invaluable to countless marketers and copywriters. The examples he shares may be dated, but the advice remains relevant.

Here’s a classic by the man who started it all. Claude Hopkins is regarded as one of the greatest copywriters of all time. He pioneered the “Reason-Why” style of copywriting (telling people why to buy your product). It’s filled with priceless stories, humor, and practical lessons you can apply to your ads immediately. Get this classic if you're truly serious about learning to create effective ads! While your competitors are floundering around scratching their heads because their ads aren’t working, you’ll know exactly what to do to influence people to buy NOW!

In recent decades, as advertising has moved from one-way communication about product benefits to conversations with consumers about brands, someone needed to sum things up. Iezzi and the creatives she interviews do exactly that. As she presents it, “First of all, forget about making an ad… You’re making something to compete with every other piece of content, every other media experience that a person has during her waking hours.” The Idea Writers is an excellent primer on this new landscape. How do we create a brand’s story, one that consumers identify with and help propagate, if not create? How do we manage it, move it forward, spread it across various media, and make it viral? How can it become its own never-ending story?

This book is a comprehensive guide on copywriting and selling by a legendary direct response writer. It’s not specific to writing for the web but covers the basic principles of persuasion such as how to sell on emotion and help people justify a purchase with logic. It also includes many useful writing tips such as how to write the first sentence and how to sow seeds of curiosity to keep readers engaged. 

I’ve probably highlighted more quotes in this book than in any other book on writing. Highly recommended! 

Howard Gossage was not your typical ad man. He was cut from a different cloth. His love/hate relationship with the profession led to some innovative ad campaigns. He once ran an ad that ended mid-sentence (people were dying to know what happened next). He advertised Finna Gas by offering free balloons - filled with PINK air. He was part troll, part genius. And his style and flair are things I try to emulate with my own work.

You’ll eventually get to a point in your copy career where you feel jaded. Where you’re tired of selling your soul one sentence at a time. When you reach that point, this book will bring you back to life. That’s what it did for me.

Among copywriting books, this is my favorite: funny, wise, indispensable. Sullivan—an exceptional advertising copywriter, creative director, and, recently, professor—shares his insights about navigating agency life and mastering the copywriter’s craft. He is especially good at how to be more creative and how to keep b.s. out of your ideas and copy (hence his title). A pleasure to read and re-read. He has helped me get past conventional, invisible advertising. I used his book in copywriting classes, and he helped my students find their best ideas. He’ll help you, too.

Howard Luck Gossage was an advertising innovator—a genius, really—whose ideas leapt far ahead of traditional advertising. Working in San Francisco during the Mad Men era, he created unusual campaigns that got people involved, inviting them to reply, assist, and even create the ads themselves; in short, he devised interactive advertising before there was such a thing. His iconoclastic, liberating ideas influenced everyone. As Jeff Goodby put it, “When Goodby, Berlin & Silverstein was opened in 1983, we ran an ad with Howard’s picture and the headline: 'An advertising agency founded by a man who’s been dead for 14 years.' Gossage was the plastic guy on our dashboard and we were out there hitting the gas in his honor.” When you read about how he worked, how he thought, and what he created, you’ll press the pedal to the metal yourself.

A lot of writers get all hot and bothered over Claude’s other book, Scientific Advertising. But I think it’s somewhat boring and too theoretical. My Life In Advertising is the story of how an unknown copywriter transformed the world of advertising forever and became the most powerful man in print.

Claude wasn’t a conqueror like Alexander, Caesar, or Napoleon. But when you read this book, it awakens that same spirit. This man turned himself into a legend. His story-arc is something I became cognizant of, especially as I started to build my business and get my name out there.

This one will teach you about ad writing, sure. But the more important lessons will come from how Claude became somebody in this industry.