I love to immerse myself in all things “copy”.
Over the past few years, I’ve devoured hundreds of books, watched dozens of seminars, listened to countless audios and just drowned myself in the teachings of copywriters past and present.
And although I’ve received some incredible insights from the copy goorooz of the world as well as my more underground but no less talented colleagues, no one book has really hit home as much as…
Made To Stick.
Made To Stick by Chip and Dan Heath
This is now my official copywriting bible.
It deals with how to make your communications in print, audio, in person or on video more — yep — sticky.
And not only does it reveal the 5 key things any message must have to be memorable, it also talks about something we copywriters need to be mindful of…
The Curse Of Knowledge
I saw an example of this happening in a recent Warrior forum post.
Sometimes you can be so deep into your subject or market you forget what it’s like to be fresh on the scene.
Case in point — everyone in that forum post has their marketing goggles on trying to figure out why such a hypey, get-rich-quick style sales letter is working.
And, although the letter may be ethically questionable, it works because it taps perfectly into the mind-set of someone who desperately wants to believe in the “autopilot money” dream.
But Made To Stick deals with so much more than just that idea. It’s filled with anecdotes, real life examples and fascinating stranger-than-fiction tales.
If you want your messages or sales copy to stick like glue… memorize this book.
