As a copywriter, you need to be immersed in what’s going on in the world, even when those things seem completely unrelated to what you’re doing. Why? Because you’re writing for real people, who may end up being customers if you treat them right. We’re all just people, and what we really connect over is stuff which makes us go, “Woah!”
For example, did you know that the poster for Netflix’s nostalgic 80s sci-fi series, Stranger Things, was designed using an iPad Pro and Apple pencil?
That may not seem relevant when you’re building out marketing campaigns and landing pages, but when you understand how people are thinking, and what they’re doing with technology, art and words, you have a better toolkit for building conversion-friendly content.
Here are 25 inspirational and practical resources, aimed at expanding your mind and copywriting toolkit. If you think we’ve missed one, drop us a comment below and help us to grow this list.
Technical and grammar
Interesting reads on writing well, and how not to use the semicolon.
The team at The Writer are all about making your words work harder. There’s plenty of general advice there for strengthening your copy, but what I really love is their readability checker, which gives you instant feedback on how readable your copy is, on a scale of Harry Potter to Harvard Law Review.
I wish they’d do more of these posters, because not only are they funny, they’re also genuinely useful.
One of my absolute favorite resources is the Comma Queen series by Mary Norris, copy editor at The New Yorker. In her witty, to-the-point style, she’ll teach you how to properly use commas and semicolons, and how to understand the difference between lie and lay.
There are ways to writing convincingly, without using heady, technical jargon. When you’re speaking to people who aren’t marketers — or even if they are — it’s really beneficial to speak like a human being. Simple, right? This awesome extension for Chrome helps you do just that, by suggesting changes to your landing page copy. It’s like having an Unbounce editor all to yourself, you lucky sausage.
Ellen Brock is a freelance novel editor, but her advice is extremely valuable for all kinds of writers. When you understand story arcs and how to prioritize your work, you can apply those skills to your marketing copy.
No, it’s not just a website for looking up synonyms, Thesaurus has a bunch of other really useful articles and tools for improving your writing. Between it and Dictionary.com there’s a lot of information on the difference between the likes of Who and Whom, and commonly misunderstood words.
Want to Write Copy That Converts?
Using what you write to inform, entertain and convert.
7. Shopify Blog
A little bit like Entrepreneur, only focused entirely on e-commerce. If your landing page is for an online store, what you learn from Shopify could help to make sure customers stick around and spend once they arrive.
Really more of a general content marketing blog these days than straight copywriting advice, Copyblogger is a great resource for anyone in need of specific know-how, or just a bit of inspiration. Well-written, engaging posts and updated regularly.
If you’re a new freelancer, or new to content marketing, Copyhackers is the place to go for fundamental advice on running your show. Even if you’re an experienced writer or marketer, if you need trusted advice in a hurry, bets are that Copyhackers have covered it.
10. Ceros Blog
Another gem in the world of content marketing, the Ceros blog features loads of examples of effective creative content, in the form of opinion pieces and big brand analyses.
Reading and culture
Get outside the world of click and convert for a bit, and see what words can do for your soul.
I hate seeing the words rules and writing put together, but King’s top 20 — let’s call them guidelines — can help to get you on track, or back on track depending on where you left off.
Feed your soul at The Electric Typewriter. Possibly the internet’s most delicious collection of articles, essays and short stories from the world’s best journalists and authors. This is online reading for connoisseurs.
Here’s something for when you need some downtime. Science-fiction author Ray Bradbury’s brilliant collection of short stories, The Illustrated Man. I’m a big fan of short stories, and I believe that reading and understanding them can help you to craft more potent copy. Why? Check out this post “For More Meaningful Copy, Think Like a Fiction Writer”’ to find out.
Henry is considered a legend amongst short story authors. His command of simple language, and how he used it to offer incredibly short, but always poignant ideas makes his work a good body to study if you’re trying to learn how to be more economical with words.
A little off the beaten track here, but in this interview with the singer-songwriter, Dylan muses on the value of new ideas and what it takes to create something with real meaning. Lofty, for sure, but like I said at the start, it’s good to know what’s going on in the world.
In relation to my last point, if you’d like some advice on writing fiction, then Stephen King’s On Writing is a fabulous resource.
Here’s a fine example of stepping outside your comfort zone. Writing exists in so many formats, and screenplays for TV and movies are one of the most technical and, in my opinion, difficult examples of the craft. Approach this as a pencil illustrator might approach drawing with ink for the first time, and enjoy it, it’s an interesting read.
To-the-point advice from leading journos and editors at The New York Times.
Plenty of musings on the technical and metaphysics of writing from opinion writers at The New York Times. Interesting reads, and the occasional gem of inspiration or practical advice to be had.
If you really want to write well and effectively, then taking heed of how (arguably) the world’s best newspaper does it is smart.
A more technical, nerdy look at The New York Times’s approach to copy and editing. An interesting blog to scan over in your lunch break. Keep it bookmarked and build up a vast knowledge of copy-related wisdom from seasoned writers and editors, which might come in handy one day.
Talks and interviews with linguistics experts, authors and journalists from around the world.
Charlie Rose is arguably the greatest interviewer of all time, and he’s had some of the most famous and influential people at his table over the past 25 years. I’ve linked here to his segments with key journalists, but you’ll also find talks there he’s done with well-known authors, including David Foster Wallace and Stephen King.
22. TED playlists
Inspiring talks from authors and linguistics experts on how to tell stories, how language evolves and even the origins of words themselves. Look out for The Mystery Box talk from Star Trek director J. J. Abrams, in which he talks about how to effectively draw your audience into a world of possibilities — exactly what you want from your landing pages, right?
- 10 talks from authors
- How to tell a story
- Talks for people who love words
- How language changes over time
Get to know the letters which form our words and shape our world.
You click, you change the font, you click, you change to another font. Typography affects readability, emotional impact, tone and whether people stick around long enough to click, or buy. Take a dive here into the completely nerdy world of typography.
When words become household sayings.
24. Fast Company, “The Best advertising Slogans of All Time”
My all-time favorite slogan has to be the one Toys R’ Us used for a period in the 1980s — “You’ll Never Outgrow Us.” Creepy as hell, right? Here’s Fast Company’s round-up of the most popular advertising slogans of all time.
Unbounce veteran contributor Aaron Orendorff recently tweeted this top 10 list of copywriting books by copywriters. I’ll confess that I don’t read a lot of nonfiction, but Aaron knows his stuff, so you should check these guys and girls out.
That’s it for now, but we’d love for this list to grow. If you have an awesome resource that you’d like to share with your fellow writers, drop it in the comments below, and we’ll add it to the list.
~ Thomas Jefferson