1.) The Boron Letters – by Gary Halbert:

Price: Free online or $22 on Amazon

What I love about it:
This was originally a set of free letters published by the famous copywriter Gary Halbert. I stayed up till 6am every night going through these letters.  Unbelievable beginners guide to copywriting and business.

What skills you’ll learn:
Writing. Keeping someone’s attention. Creative ways to make money. First 3 chapters are about “Life” in general. Direct mail. I would HIGHLY suggest you physically print these out on a printer to read.

Tone of voice:
Super hilarious and a bit vulgar.  You may wake your spouse up with laughter whilst reading.

Good for: Total copywriting beginners.

All chapters linked: 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25

2.) Advertising Secrets of the Written Word – by Joseph Sugarman:

(re-named “Adweek Copywriting Handbook”)

Price: $16 on Amazon

What I love about it:
He goes through 30 different “triggers” that cause someone’s brain to switch into “buying” mode. These are super helpful, and a great resource to re-read when you’re feeling unmotivated!

What skills you’ll learn:
Writing. Style choices. The 30 Triggers and how to use them.

Tone of voice:
Casual and easy. I like Joe Sugarman’s style because he isn’t “hypey” at all. He’s very genuine and not scammy like some other classic copywriters.

Reading Level:
Total Beginner.

Other Joseph Sugarman Resources:

• 30 Triggers Book
• List of Joe Sugarman’s 30 Triggers

3.) Ogilvy on Advertising – by David Ogilvy:

Price: $19 on Amazon

What I love about it:
Written directly by the guy who started the famed Ogilvy and Mather advertising firm in New York (which “Mad Men” is based off of).

What skills you’ll learn:
Large-scale advertising.  Brand advertising.  How to layout ads like a billion dollar brand.

Tone of voice:
Informative and pretty funny.  Less talk and lots of examples.

Reading Level:
Beginner.

Other Free David Ogilvy Resources:

• How To Create Advertising That Sells
• David Ogilvy Advertisements
• Video of David Ogilvy talking about direct mail vs creative advertising

1.) The Hero’s Journey –  by Joseph Campbell (Dan Harmon’s story circle)

Price: $9 on Amazon

What I love about it:
This is the book that kicked off a revolution in storytelling, from books to movies to marketing.

To be totally honest, it’s not the easiest read in the world. Campbell’s model is more complex that it needs to be – but it’s worth reading because it’s the original version of this idea.

If you want a simpler version, I highly recommend checking out Dan Harmon’s “Story Circle” model. It’s based on Campbell’s Hero’s Journey, but it’s easier to digest. Also, this is what Harmon uses to write every episode of Rick and Morty!

What skills you’ll learn:
You’ll learn a blueprint to tell stories with strong characters.

Whether you’re a fiction writer, a grant writer, or a copywriter, storytelling is an essential skill. It’s the best way to connect with your readers and create a positive relationship.

Tone of voice:
It’s a little bit dense. This is an autobiography, not a quick tutorial, so you’ve got to make your way through a lot of information.

Campbell’s “Hero With a Thousand Faces” is actually the book on the Hero’s Journey, but I found this one much more interesting and engaging.

Reading Level:
Intermediate

Other Free Joseph Campbell Resources:

• Dan Harmon’s Story Circle
• A screenwriter’s approach to the Hero’s Journey
• BrainPickings on The Hero’s Journey (includes a TED talk)

2.)  How to Write Funny – by Scott Dikkers

Price: $15 on Amazon

What I love about it:
It sounds pretty unfunny to tell you to go read a book about being funny.

But, like anything else, specialized writing is a skill that can be learned and developed.

How to Write Funny is a great book because it tackles “funny” – a really vague idea – and makes it approachable.

This is a book that’s shifted how I write and how I think about stories. I like it so much because it’ll have an immediate impact on pretty much anyone who reads it.

What skills you’ll learn:
Funny writing.

More accurately, you’ll learn to tell better stories and write with more personality and confidence.

Dikkers walks the reader through a series of structures you can use to rebuild your thoughts into strong, focused stories.

This is the book that kicked off a journaling habit for me, because it actually gave me a subject and structure that I wanted to practice. I think it’s practical enough for anyone to start trying out immediately.

Tone of voice:
It’s casual (and funny).

Reading Level:
Beginner.

Other Free Scott Dikkers Resources:

• 5 ways to write better using humor
• The 5 Secrets to Non-Sucky Copy by Laura Belgray
• Scott Dikkers’ talk at FunnyBizz Conference

3.) On Writing –  by Stephen King

Price: $26 on Amazon

What I love about it:
It’s one of the best books about writing, written by one of the best modern writers.

It’s partly an autobiography, partly advice on writing. It’s basically a look inside the head of a great writer.

This book also makes King seem a little more human. I had always thought of him as a genius who had stories naturally spilling out of his brain. The more relatable he becomes, the more you can imagine yourself doing great things as a writer.

On Writing will make you want to be a writer, if you’re not one already.

What skills you’ll learn:
My biggest takeaway from this book was an urge to start creating my own stories, instead of just passively consuming other people’s ideas.

King offers plenty of solid writing advice, but the main message I got was that I needed to start writing for myself. Sort of like a kick in the butt to stop overthinking and start creating. 

Tone of voice:
Casual and engaging. Funny in parts.

Reading Level:
Beginner/Intermediate

Other Free Stephen King Resources:

• 6 lessons from On Writing by Stephen King that will make you a better writer
• 50 pieces of Stephen King’s greatest writing advice
• 12 literary writers on Stephen King’s influence