The Best Copywriting Advice From the Best Copywriting Books

Some advice from the most legendary copywriters.

Benjamin Watkins
2 min readAug 25, 2023

I read the best copywriting books over and over again.

They each offer something unique about copywriting. They tell us how to think about words of persuasion. They give us the tips and tricks that compel customers to take action.

Here are my favorite pieces of advice from each of these books.

Hey Whipple, Squeeze This by Luke Sullivan

“You put your pencil down, smile, and read what you’ve written. It’s complete rubbish. You call it a day and slink out to see a movie. This process continues for several days, even weeks, and then one day, completely without warning, an idea just shows up at your door, all nattied up like a Jehovah’s Witness. You don’t know where it comes from. It just shows up. That’s how you come up with ideas. Sorry, there’s no big secret. That’s basically the drill.”

I love this advice on the creative process of finding an idea. Sometimes, you have to let it come to you.

The Adweek Copywriting Handbook by Joseph Sugarman

“If I had to pick the single most powerful force in advertising and selling — the most…



Benjamin Watkins

Founder of | Health Tech Copywriter | Copywriting examples at Dad of five adventurous kids..