Behind the curtain of writing copy is understanding human psychology and buying triggers—which is why this list is chock-full of insight and inspiration from psychologists.
If you’re one of the lucky few who has an attention span that lasts longer than 37 seconds, and you either want to be a copywriter, or are already one who wants to up their game: you’ll want to read these books.
This list contains the best books on copywriting, marketing psychology and strategy, positioning and messaging, and lead generation that money can buy—including step-by-step instructions on how to implement those time-tested strategies for you and your company.
You can use the examples from these books to strengthen and practice your own copywriting, decide on a niche to double-down on, or expand your overall literary knowledge.
What we know for a fact is that this won’t be wasted time.
Not into reading books, have a shorter than 37-second attention span, or simply prefer to learn via courses? That’s okay, too.
19 Copywriting books to dive into with pure abandon
I’ve broken out my recommendations based on two main types of copywriting books:
- The original (OG) copywriting classics
- The new school of copywriting books
The OG copywriting classics
If you want to be a convincing, persuasive writer—beyond just the title of copywriter—these are people you’ll want to know and learn from.
1. Hey Whipple, Squeeze This by Luke Sullivan
Best for understanding why some seemingly unlikeable ads work, and others don’t.
Sullivan provides a humorous and realistic view of the old-school advertising world, with practical advice for creating ads that are loved (and encapsulated in the cultural imagination) by consumers. The book emphasizes the importance of creativity, brand storytelling, and the art of conveying a compelling message without annoying the audience.
📺 Check out the infamous commercial
👉 Buy Hey Whipple, Squeeze This.
2. Influence and Pre-suasion by Robert Cialdini
Best for understanding the psychological principles that get people to say "yes."
In these two books, psychologist and negotiation expert Dr. Robert B. Cialdini outlines principles like reciprocity, commitment, social proof, authority, liking, and scarcity as key drivers of persuasion—and reveals levers that copywriters pull on a daily basis.
3. Scientific Advertising by Claude C. Hopkins
Best for getting the nitty-gritty of direct response.
Claude was studying advertising before many of our grandparents were born—but, man, did he understand the science and psychology of direct response copywriting. He refocuses copywriters on being data-based salespeople rather than entertainers for applause—which is still the basis of many performance marketing strategies to this day. These days, even PLG companies who are free-trial-based/or freemium can benefit from a read-through of this classic.
👉 Read Scientific Advertising here (for free)
4. Ogilvy on Advertising by David Ogilvy
Best for learning to become a Mad Man (or Woman) from the “Father of Advertising”.
This book is a treasure trove of modern marketing and advertising foundations, including this absolute banger of a quote:
“‘Most good copywriters’, says William Maynard of the Bates agency, fall into two categories. Poets. And killers. Poets see an ad as an end. Killers as a means to an end.’ If you are both killer and poet, you get rich.”
5. Breakthrough Advertising by Eugene Schwartz
Best for those who want to learn copywriting principles from the ground up (and are willing to slog through some complex language).
Schwartz created a foundational, timeless guide for copywriters on influencing consumer behavior. This book helps copywriters craft persuasive content that not only resonates with audiences, but ensures the message is also acted upon.
Key takeaways include:
- the importance of understanding market sophistication to tailor messages,
- the power of emotionally charged copy to connect products with consumer desires, and
- the critical role of compelling headlines in capturing attention and driving engagement.
👉 Buy Breakthrough Advertising
6. The Boron Letters by Gary Halbert
Best for advice on persuasive copy that breaks through the clutter (from someone who’s earned millions).
While we don’t want to make a habit of taking life advice from those who’ve been convicted for mail fraud (or anything else), Gary Halbert is maybe one of the most well-known sales letter copywriters in the world. His advice on targeting a strong mailing (or email) list, writing like you talk, and emphasizing simplicity and clarity in a crowded, overwhelmed world.
7. The Adweek Copywriting Handbook by Joseph Sugarman
Best for crucial copy tips for entrepreneurs, marketers, and beginner copywriters.
Sugarman—another of the greats—highlights the following in this handbook:
- The purpose of the first sentence is to get people to read the second,
- Your readers should be so compelled to read that they can’t stop—as though they were going down a slide
- Copy should be long enough to cover the essentials but short enough to make it interesting
- You have to anticipate your prospect’s questions and answer them as if they were asking you face-to-face
- Selling a cure is a lot easier than selling a preventative.
👉 Buy the Adweek Copywriting Handbook
8. Everybody Writes by Ann Handley
Best for understanding how anyone can make writing engaging.
Ruthless editing, helpful and entertaining storytelling, and shaping your unique voice with practice are some of the basics that Handley is known for. Because “If you have a website, you are a publisher. If you are on social media, you are in marketing.”
9. The Copywriter’s Handbook by Robert W. Bly
Best for understanding clear over clever, copywriting formulas, and customer research—for mediums new and old.
Bly reminds aspiring (and seasoned) copywriters that their main goal? Is sales, which makes them salespeople. It also means that your performance is measured by dollars earned, not how creative and original a campaign you can create. He also doubles down on having your copy fulfill the 4U’s: urgent, unique, ultra-specific and useful.
👉 Buy the Copywriter’s Handbook
10. Bencivenga Bullets by Gary Bancivenga
Best for experienced copywriters who are getting into the business weeds—and want to get a master handle on fascinations.
Bencivenga is known as “America’s Greatest Copywriter”—and, thankfully, emphasizes ethics in copywriting, the importance of the quality of the product or service you’re selling, and the importance of understanding the psychology of your customers.
👉 Read the Bencivenga Bullets here
11. Tested Advertising Methods by John Caples
Best for leveraging the power of testing and data to enhance advertising effectiveness & applying scientific methods to their creative processes.
While a lot of the initial books talk about copywriting, this one by Caples talks about testing your copy—so you can understand what works and what doesn’t, and create space for optimization and better ROI. Caples highlights the failure of creativity without strategy, and emphasizes that creative advertising must also be strategic to be effective.
👉 Buy Tested Advertising Methods
12. Thinking, Fast and Slow by Daniel Kahneman
Best for understanding the lizard brain vs. the human brain (and how we make decisions using both).
Kahneman is known to some as the father of behavioral science, and helps break down the theory of the 2 operating systems of the mind (“System 1” and “System 2” thinking) in this crucial book. As a copywriter, knowing how people make decisions—rationally or impulsively—and when they do each, is massively helpful in selling.
The new school of copywriting books
Old white men are (unsurprisingly) not the only people we should be reading in order to understand the importance of influence, persuasion, and copy. Here are some “modern classics” you should sink your teeth and brain into to get a better understanding of how to convert strange prospects to delighted customers.
13. The Mom Test by Rob Fitzpatrick
Best for figuring out what questions to ask your customers so they spill the good beans.
This is a Growclass fave. How do you know what kind of business, feature, or product to build—when everyone (including your mom) is lying to you? Most people don’t know their wants from their needs from their butt, which means that asking direct questions (like, “would you use this feature?”) doesn’t get you the clear answers you need to decide on your options. This practical guide will help you ask the right questions so you can decide on a direction, confidently.
14. Very Good Copy by Eddie Schleyner
Best for quick hits of real copy advice that reads like a collection of short stories to spur your brain into action.
Eddie is a modern mad man (former Copy Chief of G2.com) who’s earned the respect of some of the top marketing leaders around, thanks to his micro-copywriting-lessons newsletter by the same name as the book. Very Good Copy is 207 bite-size lessons on thinking and writing like a pro—full of stories, and real examples that’ll leave you inspired.
15. $100M Leads and $100M Offers by Alex Hormozi
Best for building those not-so-elusive funnels the online world loves.
Ali Abdaal—a doctor turned creator—is one of many who credits Hormozi for the insights that helped him understand the importance of a solid lead generation strategy that allowed him to build his multi-million dollar online empire. “Having many leads is like a shield against being poor.” — Alex Hormozi
16. Dotcom Secrets by Russell Brunson
Best for: Creating the right funnel strategy for your business or company.
This book will walk you through the process of creating a sales funnel for your product or business. If you write funnels, email sequences, or landing pages for your clients—this book will help you make your copy strategic, give you marketing ideas, and prove the impact of your writing.
17. Made to Stick: Why Some Ideas Survive and Others Die by Chip and Dan Heath
Best for finding techniques that make your copy “stick” in people’s minds.
The Heath Brothers excel at simplifying human psychology. Their publications offer an abundance of top-notch recommendations and strategies for capturing customer interest in your message. Any copywriter who wants to spur customers into action would benefit greatly from delving into the Heath brothers books.
18. Finding the Right Message by Jennifer Havice
Best for interviewing customers to find key messaging that resonates for your website.
Havice emphasizes the significance of using data and customer insights to inform messaging strategies, ensuring content not only attracts attention but also drives conversions. This book equips copywriters with the methodologies to create impactful, customer-centered copy that effectively communicates the unique value of their product or service.
👉 Buy Finding the Right Message
19. Story or Die by Lisa Cron
Best for: Telling a compelling story—even as you’re persuading people to buy.
The vast majority of writing advice focuses on "writing well" as if it were the same as telling a great story. This is exactly where many aspiring writers fail--they strive for beautiful metaphors, authentic dialogue, and interesting characters, losing sight of the one thing that every engaging story must do: ignite the brain's hardwired desire to learn what happens next.
You need to be a reader to be a good copywriter
Part of the copywriting profession is being aware of psychology, market trends, and how other writers write. They are your peers, your colleagues, and your soldiers in the trenches.
That’s why it’s so deeply important to see how other people approach the practice of writing, and why reading is such an accessible route to take.
(It becomes even more accessible if you oh-so-wisely access your city’s library to get this knowledge into your brain!)
But, if you want a short-cut to learning how to write copy that converts, check out our self-paced Conversion Copywriting course. Taught by Growclass’ founder, Sarah Stockdale, it gives you all the foundational skills needed to turn words into dollars.
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