I want to talk to you about two books that I really would recommend. The first book is called “Cashvertizing” by Drew Eric Whitman.
It’s a really good book and I actually have two copies of it. I would say this is one of the best books in terms of direct response marketing.
It’s basically a really good summary of how to write good headlines, how to create good hooks, how to appeal to what customers want and how to really get the attention.
The headline for “Cashvertising” is how to use more than 100 secrets of ad agency psychology to make big money selling anything to anyone.
It’s a very ambitious title, but this guy did a really good job. I think it’s an amazing book and I highly recommend it. It’s on my desk; I just work with it and just have a look to fuel new ideas and new angles.
The second book is a classic. It’s called “Tested Advertising Methods” by John Caples. I don’t know when the first copy was out, but this edition is from 1997. I know this came out before.
This is an amazing book and this is probably the best book about headlines, creating headlines and also copyrighting, creating good hooks, right and wrong ways of writing headlines, finding the right appeal, advertising, how to test advertising, how to write the first paragraph and common problems in copyrighting.
This is the Bible in copyrighting.
There are a few other ones, but this is one of my favorites and this is a hybrid between direct response and big ad agency stuff. This book is very practical, so congratulations to these two guys.
Caples is a legend and Andrew Eric Whitman did a great job with “Cashvertising”. I would highly recommend that you read these books and learn from them.