The best advertising books

I started my adult life as a bouncer and a school teacher. A few years later, I was running one of the most well-known email marketing agencies in the industry. The reason this happened is because I dedicated my life to becoming a master copywriter. Learning how to write copy was the key that unlocked a level of freedom I didn’t know existed, both personal and financial. It’s also allowed me to write two bestselling books on email marketing, work with 250+ brands, and coach 2,200+ students around the world. I hope this list helps you take your writing skills up a notch.

I'm a writer from a small town in England that nobody has heard of, who now lives in Berlin. I have written books about depression, insomnia, creativity, and travel that have been translated into 20 languages. My book How to Be Happy (or at Least Less Sad) was called "a wonderful tool for anyone struggling with depression – or even just feeling blah" by Publishers Weekly. My latest book Nobody Knows What They're Doing is available now.

I’ve spent most of my career helping companies figure out how to become more relevant to their customers. And the more time I spent understanding what makes a brand relevant, the more I realized it was the same thing that makes a life relevant. Just as a brand needs to uniquely give something to its customers, human beings also need to give in some way to be relevant in this world. So if what I write—and the books I recommend—can even in the smallest way guide some company or individual toward a more important, more meaningful, more relevant life…well then, I guess my job here will be done.

Ever since I was a kid, I’ve always been intrigued by how people make decisions and why the words we use can significantly impact those decisions. After years of conducting customer research and writing marketing messages for clients, my interest in finding and delivering compelling messages at just the right time to the right audience has only grown. I’ve poured my experience in the online marketing trenches into my book, Finding the Right Message, where I reference more than one of the authors on my recommendation list. 

Vanitha Swaminathan is the Thomas Marshall Professor of Marketing at the University of Pittsburgh and the Director of the Katz Center for Branding. Her research focuses on branding strategy with a particular emphasis on digital branding. She has published in various leading marketing and management journals including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, and Strategic Management Journal. She is currently serving on a three-year term on the American Marketing Association Board of Directors and previously served in AMA’s Academic Council as President. She has co-authored the Fifth Edition of the world-renowned textbook Strategic Brand Management: Building, Measuring, and Managing Brand Equity, along with Professor Kevin Lane Keller.

By 18 I had read all the books I chose for this essay. During high school, I read biographies of John D. Rockefeller, Andrew Carnegie, Thomas Jefferson, Geronimo, Anne Bonny, J. Pierpont Morgan, Winston Churchill, Sophocles, and more. In addition to panoramic, sweeping, epic fiction—Harold Robbins, Tai-Pan, Lawrence of Arabia, Faulkner, Doctor Zhivago (read in Russian and English)—I studied and reread self-help, “how-to” books on everything: writing, cooking, fishing, whatever. I read Ted Williams’ book on hitting a baseball, but, alas, it didn’t help.

Ever since I stumbled across the story of May Dugas, who the Pinkertons described as “the most dangerous woman in the world,” I’ve been fascinated by women who were born into lowly circumstances and yearned to better themselves. How far were they willing to go to rise above their station? This question takes on added weight for women in earlier eras—when women’s choices and opportunities were limited. So I’ve long been attracted to historical fiction that examines just these questions. And I’ve enjoyed hearing readers’ reactions to May’s story when I visit book clubs. What reader isn’t fascinated by stories of transgression and daring?

A very good friend of mine wrote a great non-fiction book – I know it’s great because I read it –, and he sincerely asked for help saying “Joel you learned a bit about marketing, how can I get some traffic?”. I checked several “book promotion” websites and I was shocked how awful they were that day. I learned UI design so I decided that I can start my own book recommendation website, which will be at least user/reader friendly. Continuing my friend's story, I helped him trying the most popular promotion methods and I was surprised that there were a lot that simply don’t work and of course we found some that were nearly unknown. 

I taught writing and copywriting at Columbus College of Art & Design in Ohio for thirty-seven years (retiring as an ancient-but-somehow-still-living fossil in 2014). I taught all our majors, but most of my copywriting students were advertising and design majors. During those decades I wrote nonfiction for newspapers and magazines and copy as a freelancer for ad agencies and design studios. My copywriting book emerged from my experiences in and out of the classroom. I hope I’ve given good advice on advertising: how to think about it and how to write it. But you’ll be the judge.

After 17 years in the advertising industry, I became a professor to teach what I learned in practice. Only then did I start reflecting, researching, and discovering why we were successful in some efforts and not in others. From that perspective, I’ve been crafting new ways to approach marketing that are not based on what worked in the past, but on what works now in light of the dramatic changes to the field. Within marketing, I focus on social media strategy, digital marketing, and storytelling.

From my early teens I aspired to a career in journalism and publishing, manifest in my being editor of my junior high newspaper, my high school paper, and my college paper. After the army and grad school, I pursued my dream, covering Washington, D.C., for the Wall Street Journal for a dozen years and becoming an executive at Congressional Quarterly for 22 years, including 12 years as CEO. The great triumphs and struggles of the news business as it grew and evolved have stirred my consciousness throughout my life, and these five books provide some of the best narrative treatments on the topic that I have encountered throughout a lifetime in the publishing business.

Since I was young, I was fascinated with how the mind works; how all of our thoughts, feelings, memories, decisions, and actions come out of this lump of flesh in our heads. I studied consciousness, psychology, and neuroscience both at university, and on my own for decades. Once I started working in marketing, for many of the biggest and best brands in the world, I realized that marketers tend to have deep misconceptions and misunderstandings for how the mind actually works. My goal is to bridge the gap between all of the knowledge we have about the brain, and how that could be helpful to brands and marketers. 

In my younger days, as the son of a medical professor and a public health nurse, I was more interested in healing society than patients. But my political interests and research agenda as a professor of political science ultimately led back to medicine. I found that profit-maximizing market competition in health care failed miserably to promote value in therapeutics and economize on society’s scarce resources. I became aware of the neglect of public health to prevent disease for vulnerable groups in society and save money as well as lives. Pervasive and enduring economic conflicts of interest in the medical-industrial complex bear primary responsibility for severe deficits in quality, equality, and economy in American health care.

I am a book publicist and President of Westwind Book Marketing, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. I work with bestselling authors and self-published authors promoting all types of books, whether it's their first book or their 15th book. I’ve handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers, and Adventurers. My clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman's World, and Howard Stern. 

I’m an economist who started out in stockbroking. But that felt like an exploitative industry and, looking for a more positive role, I moved to the consumer organisation Which? There, I cut my teeth helping people make the most of their money and then started my own freelance business. Along the way, I’ve worked with many clients (including financial regulators and the Open University where I now also teach), taken some of the exams financial advisers do and written 30 or so books on personal finance. The constant in my work is trying to empower individuals in the face of markets and systems that are often skewed against them.

I’m an author and former journalist with a fascination with design and consumer culture. I’ve been writing about design and pop culture since completing an assignment on Jack Telnack’s Ford Taurus and Thunderbird designs for a national news magazine. My interest deepened when I moved to daily journalism and wrote about Raymond Loewy’s design for the S-1 Pennsylvania Railroad locomotive. When the newspaper industry began cratering in a blizzard of mergers, buyouts, and bad management, I spent 25 years working in media relations at Penn State and Juniata College. I looked for an involving side project as a respite from writing professorial profiles and found safe haven with the life and legacy of Raymond Loewy. 

I am a historian of modern Germany at Vanderbilt University and have followed this field for more than thirty years. After a bit of respite, interest in Imperial Germany is suddenly chic again, as 2021 Germany looks back on the past 150 years of its unification in 1871. These five books, all published since 2000, are major recent contributions to the history of Imperial Germany’s prewar period; they also raise questions about the extent to which this conflict-ridden era represents a distant if imperfect mirror for our own contentious times.

I taught writing and copywriting at Columbus College of Art & Design in Ohio for thirty-seven years (retiring as an ancient-but-somehow-still-living fossil in 2014). I taught all our majors, but most of my copywriting students were advertising and design majors. During those decades I wrote nonfiction for newspapers and magazines and copy as a freelancer for ad agencies and design studios. My copywriting book emerged from my experiences in and out of the classroom. I hope I’ve given good advice on advertising: how to think about it and how to write it. But you’ll be the judge.

I've been working in the field of AI for 40 years, first in graduate school and then as a professor. For the most part, I have had my head in the sand, focusing on the minutiae that occasionally lead to publications, the coins of the academic realm. When deep learning started exhibiting human-level pattern recognition abilities, the number of AI books for the general public began to swell.  Unfortunately, the science-fiction scenarios were a bit much. Since understanding, recognizing, and admitting problems are vital steps toward a solution, I find these books to be the most important warnings of the impending tech-dominated future.

I worked for thirty years in what was one of the world's finest ad agencies, producing campaigns that were popular, famous, and effective. I found it fun, fascinating but also frustrating, because I gradually realised that what we did that worked had little to do with the theories we were taught to believe. I can see now that our campaigns had much more in common with the worlds of entertainment, popular culture, PR, and showmanship than the dry ‘official’ concepts of propositions and persuasion that seemed to rule our lives. These five books helped open my eyes to this broader perspective, and I hope they will open yours too.