The best books about advertising? There is no definitive list. But, since the summer reading season is almost here, we’ve gone ahead and put together what we think is a pretty good one. We’ve included books that are literally about advertising and marketing, but also a couple that can inspire creativity and teach better writing techniques.
Ogilvy On Advertising by David Ogilvy
There are some outdated notions, and the man had a definite disdain for billboards. But, if you are part of a marketing department, this is among the few books that is required reading. The British-born advertising icon was the founder of Ogilvy and Mather, the global agency that’s worked with American Express, IBM, Sears, Merrill Lynch, General Foods and many other famous clients. He is considered the Godfather of Advertising, so reading his book is a recommendation you can’t refuse.
Zag by Marty Neumeier
“Your brand isn’t what you say it is. It’s what they say it is.” That’s classic Neumeier. He started out as a copywriter/graphic designer and in the 80s began working in Silicon Valley. He helped establish brands like Apple, Netscape, HP, and Google. This is one of the best books about brand identity. It’s funny, insightful and enjoyable to read. “When the world zigs, you should zag,” Neumeier says. You should read the book too.
Positioning by Al Ries and Jack Trout
One of the most impactful books about positioning a brand. If you don’t get into the mind of your prospect first, you have a positioning problem. If you can’t be first in a category, set up a new category you can be first in. This was written forty years ago but will still be relevant 40 years from now.
The Wizard of Ads by Roy Williams
A gem. Based in Austin, Texas, Williams and Company created campaigns for small clients in multiple states. The book is a series of insights into marketing and advertising, along with compelling stories. One of our favorites is the, “Build a Better Mousetrap” story. It was the esteemed Ralph Waldo Emerson who said if a man can build a better mousetrap, the world will beat a path to his door. Williams writes about a man named Chester Woolworth who actually built a better mousetrap in 1928 that sold for 12 cents. The price of the older, less effective trap was 5 cents. The better one failed. Emerson was wrong. In another twist, it turns out Emerson wasn’t the real author of the mousetrap adage. It was written by an ad writer who cited Emerson to give it credibility. The author then takes the story in yet another direction. Click here for a free PDF of this valuable volume.
The Sun Also Rises by Ernest Hemingway
The Nobel Prize winning author falls in and out of favor with academics but there’s no arguing his impact on writing. This was his first successful novel and one of his best. Hemingway studied journalism and worked for the Toronto Star. That foundation helped shape his writing style: terse, with the use of adjectives kept to a bare minimum. Copywriting is about brevity and clarity, and today’s consumer is wary of hyperbolic claims. When it comes to writing, Papa Hemingway was a minimalist magician.
The Elements of Style by William Strunk, Jr.
It was first published 100 years ago. It posits the notion that, in order to break the rules, you have to know them. This should be the first commandment of copywriting. This slender volume should have a permanent home on every writer’s bookshelf.