Oftentimes, when we seek to pursue a new hobby or trade, we think to begin with a book. This is surely a good thing, as they are arguably the most comprehensive of resources.

But if your goal is to learn more about copywriting, where should you start?

There are, of course, many books on the subject (and remember, they’re all written by people who have their own subjective thoughts on it), but I want to share my top three! These reads have done me well over the course of my career so far.

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The Elements of Style by William Strunk Jr. and E.B. White

My passion for copywriting began with an exciting internship and a fantastic mentor. The latter recommended The Elements of Style to me during my first week on the job, and it has proven an invaluable resource. It was instrumental in the days when I was totally new at this, but it has also been a great read to come back to time and again, even as my skill set has evolved. I highly recommend that any copywriter (or any writer in any discipline, for that matter) pick this one up!

The Writer’s Diet: A Guide to Fit Prose by Helen Sword

I grabbed this on a total whim a year or two ago, and I won’t lie, it was a bit of a “cover buy.” I’m type A when it comes to organizational stuff, so highlighter shades speak my language! Annnyway, the actual content ended up being applicable for me, too. I think most writers have a few habits they spend a lot of time breaking. For me, wordiness is one of them! Left to my own devices, I can go on and on … and on. And if there is any form of writing that demands one avoid that, it’s copywriting! The Writer’s Diet takes its reader on a journey toward “leaner” writing. You’ll explore Sword’s rules and how you can apply them to your own work. It’s interesting and fun!

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How to Write a Good Advertisement: A Short Course in Copywriting by Victor O. Schwab

This is an oldie but goodie. While a lot of the context within Schwab’s book is quite dated, the concepts are still mostly relevant. Considered by many to be one of the greatest copywriters of all time, Schwab was at work during the “Golden Age of Advertising” that was the 1960s through ‘80s. Much of his perspective on marketing and writing is timeless, in my opinion. Learn from a legend!

Now that you’ve explored a few of my top recommendations, tell me about some of your own! I would love for you to comment below if you have any favorite reads on writing to share.

Whether you are a writer or someone looking to hire one, you have probably stumbled across the terms “copy” and “content.” While they are often used interchangeably, and one could certainly argue that the distinction is all semantics, understanding the difference can be helpful. So, let’s talk about it!

To sum it up …

Content builds a relationship between business and buyer.

Copy makes the sale.

But, it’s a blurry line.

Blog posts and social media are usually considered “content,” while brochures and advertisements often fall within the purview of “copy.” Buuuut, this isn’t always true, because it depends mostly on the purpose behind the text. Also, you could say that all copy is content, but not all content is copy.

Have I confused you yet?

Content aims to provide value to your readership, by entertaining or informing them. Why would a business spend the time and money to produce this? Because it builds a dedicated audience, which can then be converted into customers. For example, publishing blog posts on topics that are relevant to your product or service is a fantastic way to connect with potential clients and inspire brand loyalty. The phrase “content is king” hasn’t become famous for nothing.

That being said, copy is the essential next step and typically the more complex of the two. More directly persuasive, copy swoops in and convinces those prospective buyers of just why they must have what you’re selling. How does it solve their problem, improve quality of life, etc.? A copywriter is an expert at conveying this in the most impactful way.

Of course, that often involves exploring an idea, so in many ways, skilled copywriters are weaving content into their copy. Depending on industry, context, and type of piece, a copywriter might cost a bit more than someone who exclusively writes content, because the latter might not have a background in the more demanding aspects of sales-driven copy (knowing your audience, defining brand voice, making appeals that aren’t overt, creating killer calls to action, etc.).

Here’s your takeaway: The most successful marketing campaigns usually put content and copy to work in tandem. So, get you a writer who does both! This usually means you should be on the hunt for a copywriter with a portfolio in which there are pieces that lean more toward each category of work.