But this process takes a long time, especially for Xiao Bai and novices, who don't know where to start. Therefore, there are some professional books that I strongly recommend to you. These books may not make you advance by leaps and bounds, but at least they can take you through the door and make the copy you write with them a little better.
In addition, before recommending the book list, I will explain two topics to you first:
1, the copy was written, but I didn't see it.
A book is just a tool. It can provide you with methods, but you still need to follow them.
So, what's the point of reading copybooks? It helps you to establish concepts, master basic methods and thinking direction, which is equivalent to learning warm-up actions and precautions before running. Only by mastering the correct posture, will it not be strained and it will be easier to stick to it.
2. According to your stage and the goal you want to achieve, choose the teaching materials that suit you.
Just like when we go to school, we set up different levels of teaching materials according to different age groups. The same is true of copywriting. So you will find that after listening to many textbooks recommended by big coffee, you can't understand them at all. Let alone learn to write a copy.
Therefore, when I recommended the copy list to you today, I also gave you a threshold reference. Of course, this is only my own standard, for reference only ~
It should also be noted that the text 12 recommended today is for sale. If you want to write a sales copy, congratulations, you will definitely get the answer you want from it. If you are writing creative copy, it may not be suitable for you.
Ok, the list of books to be recommended today is as follows:
1, copywriting training manual
Publishing House: CITIC Publishing House
This book can be said to be very classic and written with great sincerity. It is recommended that every copywriter buy one. Rich in real nutrients, it is worthy of copywriting research.
In his book, he summed up 15 copywriting axioms, 10 advertising copywriting plane elements, 23 copywriting elements that need special consideration, 3 1 psychological incentives, 7 copywriting steps and 3 emotional principles. "All elements in an advertisement must have a slide effect." From this book.
Although some things are not so applicable, the classics are still the same, and those copywriting views are still dazzling. Two words, recommended!
It should be noted that this is also the second copy I bought. The first is the confession of advertisers. But to be honest, I put it down halfway, feeling that I didn't understand it at the time and didn't know how to use it. I watched 1 year intermittently, but I forgot after reading it. It was not until I watched it again last year that I understood it more thoroughly.
Therefore, if you are an out-and-out novice copywriter, you may still feel at a loss after reading this book. The reference opinion is: copywriting suitable for more than 2 years experience.
2. "Golden Advertisement"
Publishing House: Jiangsu People's Publishing House
It is more like a reference book. There are some specific skills and principles, such as how to use fear to write a copy and how to optimize the title.
This book is like a set of kitchen utensils, with which you can quickly make edible dishes. But in the end, it is up to cooking to catch the reader's stomach.
In addition, because it is a foreign document, many situations are not suitable in time and space. Similarly, it is more suitable for copywriting with more than 2 years of experience.
3. Copywriting Manual
Press: Beijing United Press
"Copywriting is a salesperson sitting behind a keyboard", which is a classic quotation in the field of copywriting in this book. From "38 Ways to Write Titles" to "How to Dig the Reasons for Buying", this paper introduces in detail the practical skills related to copywriting.
This book was bought with the copywriting training manual. I didn't quite understand it then. I watched it off and on for a long time. It was not until last year that the system began to operate. Many cases in the book and the content about building a website now seem a bit tasteless and can be skipped. Similarly, it is more suitable for copywriting with more than 2 years of experience.
4. "McKinsey taught me to write weapons"
Publishing House: Elephant Publishing House
It is a reference book that teaches you to "complete logical thinking with language". This paper introduces in detail the business copy writing methods of world-class companies, which is a practical reference book for you to learn logical thinking methods and improve your writing ability.
The famous SCQOR story unfolding method comes from this book. The writing skills taught in this book, from words, sentence patterns to article structure, can make your logic stronger, more precise and more rhythmic.
After reading it carefully, your mouth will naturally get better, because your words have content, and your good copy will automatically show up. But if you are a novice, it may seem boring, so it is more suitable for copywriting with basic knowledge for more than 3 years.
5. Influence
Press: Beijing United Press
Mr. Diao Ye, the founder of Afu Essential Oil, once said that a book that new employees in his company must read is Influence.
Although it is not a marketing book, it contains a lot of consumer psychology and marketing. It can be said that the principles of many marketing books come from this book.
From a professional point of view, this paper tells the six basic principles behind obeying other people's behavior: reciprocity, commitment and consistency, social identity, preference, authority and scarcity, and explains why some people are persuasive and we are always easily deceived.
This book is mainly to open your mind and understand the underlying logic of marketing. If you are smart enough, you can extract many practical marketing skills and manipulation skills from the book. Therefore, it is more suitable for copywriters with more than 2 years of experience.
Step 6 sell brains
Publishing House: Zhejiang People's Publishing House
If we know how consumers' brains think and make decisions, we can greatly improve the sales conversion rate. This book starts with the study of people's brain's preference for information, and translates marketing copy and sales speech into information that the brain prefers and is more acceptable, thus achieving marketing purposes.
It is said to be a must-read for the top 500 salespeople in the world. But it seems to be out of print now. You can go to the second-hand market to find out. More suitable for copywriting with more than 2 years experience.
7. "Sales is a sales story"
Press: Beijing United Publishing Co., Ltd.
Whether it is sales or copywriting, we all know that salespeople who can tell stories are always more attractive and easier to get orders. But the reality is that once we are trapped in a specific environment, all we can say is "how good the product is", "how the product was developed" and "how big the company is". Usually, customers get impatient before they finish eating.
How to hook consumers with stories? How to win the trust of customers with stories? The author summed up the essence of 20 years of sales training, summed up 50 very effective story templates from 20,000 story versions, and disassembled them into 8 steps to teach you to tell a good sales story step by step, which is worth reading. It is more suitable for copywriters and salespeople with 1 year or above.
8. Super conversion rate
Publishing House: CITIC Publishing House
The goal of this book is very clear, that is, to improve the final conversion rate by combing every step in the process, which is of great practical significance. And there are a lot of vivid practical cases, which can help you build a systematic super-conversion thinking.
The cases inside mainly focus on landing pages, apps and so on. But it is the same as writing a long copy. Many methods in it are consistent with the book "Influence", which is more suitable for copywriters, sales and e-commerce operators over 1 year.
9. "A good book is enough."
Press: Beijing United Publishing Co., Ltd.
This is a Japanese copy book, and the author Kawakami is known as a Japanese advertising master. Different from other copywriting books, this book is a collection of tips, such as how to use questions to enhance the appeal of copywriting. How to use imperative sentences to improve the strength of your copy, and so on. Every chapter is a trick.
A total of 9 tips and 77 skills are given, and the improvement of writing style is demonstrated with practical cases, which can help readers detonate creativity in 3 seconds. It can be used as a reference book for copywriting to express self-examination. The same meaning, another expression can achieve different results.
But you will find it a bit difficult to write a complete sales copy. If you mainly write a lot of friends and advertisements, this one is more suitable for you. Suitable for novice copywriters above 0 foundation.
10, copywriting bible
Publishing House: China Friendship Publishing House
This book is like a hundred thousand whys in a copy, because it tells you why the copy is like this, but it is like that.
For example, why can't gorgeous and beautiful copywriting be transformed into sales force? Why should the content of the copy be as specific as possible? Why should the copywriter tell a complete story? Why is therapeutic copywriting better than preventive copywriting?
Why does the copywriting sales force with preferential information such as "limited time sale" multiply? Why not write an entertaining copy? Why do you want to write a copy with concise short sentences? Why not write a series of copywriting? Why not use exaggerated language to describe the product? How to write the title of the copy to attract people? Why is the effect of using different titles for the same text 8- 10 times different? Wait a minute.
However, if you are a complete novice copywriter, you may have a deeper understanding of the details of the copywriter after reading it, but if you want to write a whole copywriter at once, you will still feel at a loss. Therefore, it is more suitable for copywriting for more than 2 years.
1 1, exploded copy
Press: Beijing United Publishing Co., Ltd.
This book is an enlightenment book for me to change from traditional copywriting to selling goods copywriting, and it also makes me know copywriting again. Teacher Guan is also my first teacher and my friend.
To tell the truth, I have been doing traditional copywriting for 6/7 years, but in my inherent cognition, copywriting is just editing words and writing is better. Because people around me have positioned me in this way, I think the social identity effect is the same. So, there is no prospect, no future. After working for 6/7 years, the salary is only over 6000.
Moreover, traditional marketing books are all theoretical. After seeing them, I thought it was quite right, but the landing was 0. But this book let me see a different copy, and also let me come into contact with the copy of selling goods, which can directly produce value. Its value can be quantified.
So I am very grateful for this book, and I am also very grateful to Teacher Guan. Personally, compared with other copywriting books, it is very easy to understand, but there are often many novice students who say they can understand, but they are very confused when writing. I still don't know how to understand it after reading it. Suitable for 0-based copywriting with strong execution and understanding.
12, Guide to Selling Explosives.
Press: Machinery Industry Press
Yes, I wrote this book. I recommend this book, not only because I wrote it, but also because it is called "Xinhua Copywriting Dictionary" by more than 45,000 students and 50+ professionals. Just like before we learn the text, the first thing we have to learn is Xinhua dictionary. Especially for beginners, this introductory book is very suitable.
After 48 hours on the shelves, it soared to the first place in the category of marketing and sales management in JD.COM. And was rated as the first most valuable list by Machinery Industry Press, and the fourth place on the list was Ye Maozhong's classic Positioning.
So, here's the problem. Students often ask me: Mother Rabbit, what's the difference between your book and Teacher Guan's book? There are two main points: first, this book extracts all the knowledge points, making it like a recipe, even Xiaobai can get started. The book is 350,000+,which is more than the number of words in Teacher Guan's two books.
Refine to why every sentence is written like this, and what is the effect of this writing? The bigger bright spot is: What does each knowledge point and method inspire you? Teach you the direction and way of thinking, and give 1-5 extended cases for each knowledge point. Really let you understand and use it. If it is done, novices can quickly write a copy that is more marketable than the original.
Moreover, the cases in the book are popular in China in the past two years, which is of great educational significance. It is no exaggeration to say that for copywriters, it is a first-aid guide to exhaustion of inspiration.
In addition, the biggest difference is that it points out the correct path of realizing copywriting, which is a closed loop. Not only tell you how to write a good copy, but also tell you how to achieve it, so as not to let you do useless work.
Two days ago, one of our readers got started in the middle of reading and wrote a copy with goods in today's headlines. An article sold 29 orders and earned more than 400 yuan.
Therefore, it is very suitable for novice copywriters with more than 0 foundation, and of course, senior copywriters with 5 years of experience can also get inspiration from it.
Well, I've read the first 1 1 books, and the last book was rewritten for you step by step after first-line practice and experience. In 2020, as long as you learn these books thoroughly, I believe your copy can also make rapid progress.
Of course, I don't advise you to buy too much in the first place. Too much will make you anxious, even if you can't finish reading it. I suggest you start with the simplest copy guide and then study in reverse order.
Just like girls applying skin care products, apply the essence first, so that it is easier to be absorbed later. Therefore, if you have an introduction first, it will be easier to understand later. Otherwise, you can't understand it, you won't use it after reading it, and it's a waste of time after reading it.
It should be emphasized that what is not recommended is not bad. It's just that these are the most beneficial, readable and practical in my reading.
In a word, reading is a slow and not noble job for copywriting, but it is part of the job. Just like athletes have to train every day. In addition to drawing inspiration directly from reading, more importantly, it is a necessary means to complete knowledge updating and skill iteration.
It is no exaggeration to say that from the day you decided to do "copywriting", "reading" has become the key to your professional height. Therefore, taking advantage of this year's epidemic, it is better to spend anxious time on reading and complete the self-renewal iteration.
The recent achievement is: 1 sold 30,000 stocks in the evening, creating a score of 2 million+. Create 5 explosive articles in half a year and create 70 million+achievements. Single product tweet sales of 30 million+in 4 months. The total number of students in the copywriting line is 45,000+.