Want to Write Emails That Sell? Read These 17 Books (2022)

Want to Write Emails That Sell? Read These 17 Books (1)

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Writer, poet, and entrepreneur Margaret Atwood said, “A word after a word after a word is power.”

And for those whose main responsibility is writing promotional communication, this power is paired with a high level of responsibility -- to your employer, your clients, and your clients' customers.

Copywriters must serve the goals of many people, all while also being true to the product or service being marketed. It's a job that requires a person to transformbland, boring information into insightful, intriguing copy that delivers a core message and/or sells.

And while you can study the fundamentals of writing and master the grammar mandates, this field's masterycomes from studying the creative masters of the craft, psychology, and storytelling.

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If you want to become a better writer or simply have a love of learning about the way words work, check out the below syllabus.

17Inspiring & Educational Copywriting Books

D&AD Copy Book

Want to Write Emails That Sell? Read These 17 Books (2)

This volume from global creative association D&AD, which was recently updated to include examples from the past 15 years, is a must-have for copywriters. It includes tons of examples of work and essays from 48 copywriters and creatives, includingDavid Abbott,Steve Hayden, and Dan Wieden. While many of the essayists are famous for producing more traditional advertising, the lessons on writing clearly and persuasively apply to allmarketing formats.

Hey, Whipple, Squeeze This

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The title was inspired by a series of terrible ads for Charmin featuring grocer Mr. Whipple, who scolded and tried to prevent women from squeezingCharmintoilet paper rolls -- these were recognized as some of the worst ads in TV in the 1970s, but Procter & Gamble didn't want to give Mr. Whipple the "pink slip" because he drove sales. Luke Sullivan's goal with this book is to teach people to come up with great ideas that also sell. He covers coming up with ideas, how to approach your work, how to create visual stories, getting into the business, and collaborating with clients. It's the perfect foundational book for those looking to make a career of writing words that sell.

Words That Sell

Want to Write Emails That Sell? Read These 17 Books (4)

A thesaurus is an invaluable tool for a writer, but oftentimes, I struggle when trying to find not just another word but a new way or phrasing for something. That's when you turn to your Words That Sellresource and laugh in the face of boring, commonplace copy.This book contains more than 6,000 words and phrases and lists alternatives for each. For "exciting," it contains 100 variations alone.

Ogilvy on Advertising

Want to Write Emails That Sell? Read These 17 Books (5)

This book detailsDavid Ogilvy'sadvice forcreating B2B ads, writing headlines and body copy, travel and tourism marketing, and non-profit advertising, in addition to providing insights on running an agency and landing new clients.His advice makes you realize that while the number of outlets for communication havegrown, thecopywriting methods that worked 50 years ago remain relevant.

Wired for Story

Want to Write Emails That Sell? Read These 17 Books (6)

Storytelling might be a modern buzzword, but that doesn't mean the ideas behind it aren't valid. And with modern advances in brain science and decision-making, it is even more important that writers -- really anyone -- understands how our minds respond to the written word.

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Author Lisa Cron writes:

Research has helped decode the secret blueprint for story that’s hardwired in the reader’s brain, thereby lifting the veil on what, specifically, the brain is hungry for in every story it encounters. Even more exciting, it turns out that a powerful story can have a hand in rewiring the reader’s brain -- helping instill empathy, for instance -- which is why writers are, and have always been, among the most powerful people in the world.

The book covers how to hold the attention of an audience, how emotions can be used to increase meaning and engagement, why details matter, and how to craft a narrative that seduces readers, among other topics. It's a must-read for both short-form and long-form writers that will teach you how to use words to subconsciously connect with your audience.

Bird by Bird: Some Instructions on Writing and Life

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This a book to be treasured and opened when the words fail to come and you become disheartened by the act of writing. It's more targeted for creative writers and novelists, and it won't help you write copy that sells, but it will inspire you to keep creating every day. Ever been jealous of that rival creative director's award-winning ad? Feeling uninspired and not sure about how to get the copy going? Lamott's advice on silencing the inner doubt and self-loathing, listening to our intuition, and working past creative block is necessary for anyone's whose task is creating something every single day. If anything, remember this quote:“I don't think you have time to waste not writing because you are afraid you won't be good at it.”

The Adweek Copywriting Handbook

Want to Write Emails That Sell? Read These 17 Books (8)

Joseph Sugarman is a legend in the copywriting and direct marketing field. His company JS&A Group was formed to market the first pocket calculators. He later introduced digital watches, cordless telephones, and other products to the masses through direct marketing, specifically infomercials. Sugarman was the first person to accept credit card offers by phone, and he pioneered the idea of a toll-free number -- still a staple of in the industry. This book is based off of seminars Sugarman gave in the 1970s, but much of the advice remains relevant -- triggers that influence buying behavior, writing tips covering style, sentence length, and comprehension, and how to sell your concepts. You should also check our Sugarman's Advertising Secrets of the Written Word.

Read Me: 10 Lessons for Writing Great Copy

Want to Write Emails That Sell? Read These 17 Books (9)

Read Meprovides 10 easy-to-understand, yet harder to apply, lessons for aspiring masters of the written words. It has a ton of images and examples from classic and more modern advertising examples and there are thoughtful and inspiring essays from people current working in the field. You can read an excerpt on lessons in copywriting from George Orwell here.

Tested Advertising Methods

Want to Write Emails That Sell? Read These 17 Books (10)

John Caples wrote two of the most famous advertising headlines: "They laughed when I sat down at the piano, but when I started to play!" and "Do you make these mistakes in English?" He believed fervently in testing every variable to determine the effectiveness of advertising and felt that too many ads were launched only because the advertiser or the agency "liked" the ad. Tested Advertising Methodsoutlines Caples' 35 proven headline formulas, information on how to test ads, andhow to get a better response. This book provides the fundamentals that can be applied to writing headlines, offers, call-to-action copy, and more in this data-driven era of marketing.

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The Idea Writers

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The book was written for those trying to understand the realities of the creative business today, but it also gives readers a deep appreciation of the past, detailing the work and lives of greats such as David Ogilvy, Bill Bernbach, and Howard Luck Gossage. The Idea Writers gives readers an in-depth understanding of how the advertising business works and how creatives bring ideas to life today. It also includes some interesting interviews with executives at leading advertising agencies, including David Droga, Mike Hughes of The Martin Agency, Rick Webb of the Barbarian Group, the man behind @RGA, Chapin Clark, and others.

Made to Stick

Want to Write Emails That Sell? Read These 17 Books (12)

Beautiful, clear, and compelling copy without a strong core message will do little to produce results for a client.This book is the guide to understanding why some ideas have staying power and others don't. And through the authors' memorable storytelling and examples, it teaches youthe principles of "stickiness" that you can apply to your own writing and branding.

Story:Substance, Structure, Style and the Principles of Screenwriting

Want to Write Emails That Sell? Read These 17 Books (13)

This books pulls from the film industry, but its lessons are highly relevant for those in marketing and sales. It detailsthe qualities of the protagonist (the role your customers should play in your brand's story), how emotions drive stories, and how to create drama that will engage an audience. While our stories might be shorter -- though that's no longer always the case -- it's important to know therules and formulas that havecreated the most memorable stories of our time.

Everybody Writes

Want to Write Emails That Sell? Read These 17 Books (14)

Ann Handley, chief content officer at MarketingProfs, wants to help content creators -- which now includes everyone -- become better writers and better communicators.This book is more for content marketers as it includes chapters on creating trustworthy editorial content, basic grammar and writing rules, and tools for writing, organizing, and planning content. Handley gives us a modern view ofcreating online content that is useful, empathetic, and inspiring.

On Writing: A Memoir of the Craft

Want to Write Emails That Sell? Read These 17 Books (15)

Stephen King is one of the most prolific writers, having published 55 novels and recently even writing an op-ed in the New York Times on the subject of whether a writer can write too much. This book is part autobiography and part writing advice that ultimately reveals how writing and life are inextricably intertwined. Hegives advice on plot, structure, dialogue, and descriptions,and he emphasizes routine and giving critiques. He's also not afraid of an opinion.“The road to hell is paved with adverbs,” King writes.

One of the best reasons to read this book is to absorb King's conversational, entertaining, yet straightforward style of writing.

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Scientific Advertising

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Claude C. Hopkins believed that advertising's job was to sell.

You are writing on a serious subject -- the subject of money-spending," he wrote.

Scientific Advertising is a quick read that details hisadvice for writing effective ad copy. He outlines tips for writing headlines, why you should not ask people to buy in your ad, why general statements are harmful to the success of your copy, why you should only focus on new customers, and other timeless suggestions for making the most of the attention you've garnered from your audience.

The Tall Lady With the Iceberg: The Power of Metaphor to Sell, Persuade & Explain Anything to Anyone

Want to Write Emails That Sell? Read These 17 Books (17)

Have you ever wanted to explain a concept in terms your readers could more easily understand? Have you struggled with finding the perfect metaphor that would help an abstract concept just "click"?

Anne Miler's book is all about how to create metaphors that grab the attention of, inform, and convince people to buy. It's focused on sales-oriented copy but will apply to anyone wanting to make their reading more fun, engaging, persuasive, and even visual for readers.

Copywriting: Successful Writing for Design, Advertising and Marketing

Want to Write Emails That Sell? Read These 17 Books (18)

This book from Mark Shaw covers writing for different types of copy such as advertising and branding, internal communications, retail, and direct. He provides case studies and interviews with experts for each section, making it a practical guide tolearning the art of copy creation.

Originally published Oct 17, 2015 8:30:00 AM, updated October 20 2016

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FAQs

How do you write an attractive sales email? ›

How to Write the Perfect Sales Email
  1. Include a subject line.
  2. Write a strong opening line.
  3. Include helpful body copy.
  4. Add a CTA in the closing copy.
  5. Add a professional signature.

How do you respond to a sales email? ›

What Should You Do When You Get an Interested Reply to Your Cold Email?
  1. Understand Your Prospect's Intentions.
  2. Reply as Quickly as Possible.
  3. Make It All About Them.
  4. Keep it Personal.
  5. Don't Overwhelm them with Too Much Information.
  6. Answer All Their Questions.
  7. Never Push Them to Buy.
  8. Don't Expect the Email to Sell for You.

How do you write a letter to sell a product? ›

How to write a letter to sell a product
  1. Write an attractive headline. ...
  2. Explain your offer. ...
  3. Provide proof of value. ...
  4. End with a P.S. ...
  5. Be specific. ...
  6. List multiple benefits. ...
  7. Make a personal connection. ...
  8. Include a short business bio.

What do you say when selling a product examples? ›

Rather than using words like “nice” or “high-quality”, opt for power words like “stunning” or “sensational”. By sprinkling these good descriptive words into your product descriptions, you are subtly convincing the buyers that your products are exciting, impressive, and worth the purchase.

How do you write a professional email? ›

10 Tips for Writing Professional Emails
  1. Start with a meaningful subject line. ...
  2. Address them appropriately. ...
  3. Keep the email concise and to the point. ...
  4. Make it easy to read. ...
  5. Do not use slang. ...
  6. Be kind and thankful. ...
  7. Be charismatic. ...
  8. Bring up points in your previous conversation.

How can I write a better email? ›

9 tips to improve your email writing skills
  1. Be precise. When communicating through email, always be specific with what you're talking about. ...
  2. Optimize your subject line. ...
  3. Be formal when appropriate. ...
  4. Get help if you need it. ...
  5. Be consistent. ...
  6. Manners cost nothing. ...
  7. Find your voice.
20 Jun 2017

How do you write a sales message? ›

How to write a sales letter
  1. Write a catchy headline that grabs your customer's attention. ...
  2. Hook the reader by identifying what they need and why. ...
  3. Include bullet points with key information. ...
  4. Use testimonials or statistics. ...
  5. Give readers a call to action. ...
  6. Offer something to the customer that is limited in time or quantity.

How do you introduce yourself in sales? ›

Hi [Name], My name is [Your Name], and I'm [Your position] at [Your company]. I recently met up with [Common acquaintance name] who shared some of your impressive marketing ideas. I think your approach would be a perfect fit for my company.

How do you introduce yourself in an email to existing clients? ›

Introduction Email to Client
  1. Address the client by name, so they feel valued as a client.
  2. Specify some information about the client, such as their purchasing and their future goals.
  3. Let the client know how best to contact you.
  4. Invite the client to discuss their relationship with you.

How do you respond to an interested customer? ›

Below are examples of how you can respond to those “thank you for your inquiry” to your customers.
  1. Thank you for your inquiry about our product. ...
  2. Thanks for your inquiry. ...
  3. We really appreciate your inquiry about our products. ...
  4. Happy to hear from you! ...
  5. It is a pleasure to respond to your inquiry about our products.

How do you respond to a professional email? ›

How to respond to emails professionally
  1. Start with your salutation. Choosing an appropriate salutation that's respectful and cordial can make your recipient more likely to cooperate with you. ...
  2. Write the body of the email. ...
  3. Include your closing remarks and signature. ...
  4. Accepting an application. ...
  5. Declining an application.

How would you convince a customer to buy your product examples essay? ›

7 Tricks to Convince the Client to Buy
  • Be natural and do not use scripts.
  • Ask about the clients' well-being.
  • Use names while talking with a client.
  • Prove that your products are better than those offered by competitors.
  • Keep initiating further conversation.
  • Specify the positive characteristics of the customer.
  • Act on emotions.
10 Mar 2020

How do you write an email opportunity for a business? ›

How to write an email to a potential client
  1. Write a subject line. ...
  2. Include a salutation. ...
  3. Write an introduction. ...
  4. Evaluate the prospect's position in the buyer's journey. ...
  5. Ensure the email includes your value proposition. ...
  6. Close the email with a salutation. ...
  7. Sign your name in the email and include contact information.

When writing a sales message you should begin by? ›

Tips for Writing Sales Messages
  • Start with your greatest benefit. Use it in the headline, subject line, caption, or attention statement. ...
  • Take baby steps. One thing at a time. ...
  • Know your audience. ...
  • Lead with emotion, follow with reason.

What words attract customers? ›

10 Powerfully Persuasive Words Your Customers Want to Hear
  • Free.
  • Exclusive.
  • Easy.
  • Limited.
  • Get.
  • Guaranteed.
  • You.
  • Because.
2 Aug 2016

How do you sell a product to a customer conversation? ›

1. Prepare for starting the sales conversation
  1. Know their market. Sharing the patterns you have observed in their industry is probably the best way to start a call or email. ...
  2. Know their pain points. ...
  3. Know your strengths. ...
  4. Stop trying to please everyone. ...
  5. Tell them what you sell. ...
  6. Ask a provocative question.
7 Sept 2021

How do you sell a product to a customer? ›

Steps to selling
  1. Find customers. Research your potential customer base. ...
  2. Plan your approach. ...
  3. Make initial contact. ...
  4. Confirm specific customer needs. ...
  5. Select the appropriate product or service. ...
  6. Make the sales presentation. ...
  7. Handle objections. ...
  8. Close the sale.

How do you write an email for beginners? ›

  1. Subject line/preheader text. Marketers understand just how vital an email subject line and preheader text is. ...
  2. Opener. Once you've nabbed the reader's attention, craft an opener that welcomes the reader. ...
  3. Body. ...
  4. Closing. ...
  5. Make your objective obvious. ...
  6. Get right to the point. ...
  7. Write for your readers. ...
  8. Don't forget your CTA.

How do you start an official email sample? ›

Some examples of suitable formal email opening lines include:
  1. I am writing to request some information from your company.
  2. I am contacting you to invite you to my event.
  3. I appreciate your interest in our company. I am attaching the information requested.
6 Sept 2022

How do you start a formal email without name? ›

The salutation of a formal email is similar to the salutation of a letter. When writing to someone you do not know by name, you put “To Whom it May Concern.” When applying for a job, you would address the person by, “Dear Hiring Manager.” If you do know the recipient's name, you put “Dear Mr./Ms.

How not to write an email explain with 5 examples? ›

Top 5 Things NOT To Do When Writing a Professional Email
  • Don't write like the reader is your best friend. ...
  • Don't assume the reader knows who you are and why you are emailing. ...
  • Don't use informal language and emoticons. ...
  • Don't ramble on and on and on. ...
  • Don't forget to proof read for spelling and grammar mistakes.
7 Nov 2016

How do you write a email like a boss? ›

10 Tips to Email Like a Boss
  1. Use a Professional Email Address. ...
  2. Include a Personalized Email Signature. ...
  3. Use a Specific Subject Line. ...
  4. Cite Points and Respond Directly. ...
  5. Eliminate Weak Language. ...
  6. Use a Confident and Assertive Voice. ...
  7. Don't Overdo the Exclamation Points. ...
  8. Don't Send Too Many Emails.

What are the 5 steps of writing an email? ›

5 Steps to Writing the Perfect Email
  • Step 1: Define Your Topic. ...
  • Step 2: Think About the Recipient. ...
  • Step 3: Make Lists. ...
  • Step 4: Create Your Call-to-Action. ...
  • Step 5: Write Your Subject Line.
25 Oct 2017

How do you write a good message? ›

Good messages:
  1. Are clear. Try to convey your meaning as simply as possible. Don't over-write or use exorbitant language. ...
  2. Are complete. Include all relevant information. Think about the situation from your readers' perspective. ...
  3. Are correct. Always proofread before sending any message.

How do you start a business message? ›

While “To whom it may concern:” and “Dear sir” or “Dear madam” are appropriate ways to start a business letter, using the recipient's name in your salutation will make your business letter feel much warmer and more personal. Confirm and check spelling: Using the correct spelling shows professionalism or care.

What is a good introduction email? ›

Formal introduction email template

My name is [include your first and last name], and I [include a compliment about the recipient]. I am reaching out to you today because [provide a brief but specific explanation of your reason]. I hope to [include your call to action here]. Thank you for your consideration and time.

How do you introduce yourself example? ›

Interest/passion: I am interested in (interests related to the company/industry). Strengths: I have many skills to contribute including (strengths) and (skills). Brief example of experience: Previously, I worked at (employer name), where I (achievements and/or responsibilities - use the STAR method).

How do you introduce yourself to a client for the first time examples? ›

You can use the below phrases to introduce yourself:
  1. I don't think we've met (before).
  2. I think we've already met.
  3. My name is ...
  4. I'm ...
  5. Nice to meet you; I'm ...
  6. Pleased to meet you; I'm ...
  7. Let me introduce myself; I'm ...
  8. I'd like to introduce myself; I'm ...
1 Sept 2021

How can I introduce myself in English? ›

SELF INTRODUCTION | How to Introduce Yourself in English

How do you write a quick response email sample? ›

If something is urgent, use the following expressions: “As this matter is urgent, I would appreciate a reply as soon as possible.” “I would be grateful for your prompt reply.” “I look forward to hearing from you as soon as possible.”

How do you write an email asking for example? ›

How to write an email requesting something
  1. Organize your request. ...
  2. Write an approachable subject line. ...
  3. Begin with a formal salutation. ...
  4. Express your request. ...
  5. Include benefits for the recipient. ...
  6. Conclude with a call to action. ...
  7. Focus on the recipient. ...
  8. Include additional documents.

How do you write a response? ›

How to reply to an email
  1. Read your recipient's email. ...
  2. Begin with an email greeting. ...
  3. Write your introduction. ...
  4. Acknowledge the last email. ...
  5. Answer any previous questions. ...
  6. Verify the recipient understands. ...
  7. Select a sign-off. ...
  8. Proofread your email.

How do you write a thank you email after a response? ›

Thank You For Your Prompt Response Notes
  1. Thank you for responding so quickly. ...
  2. Thank you for your prompt response. ...
  3. Thank you for getting back to me so fast. ...
  4. I appreciate your swift reply. ...
  5. We appreciate your prompt response. ...
  6. Thanks for getting back to us so soon. ...
  7. Thank you for providing that information quickly.

How do you respond to I will let you know professionally? ›

You reply on letterhead stationery: Thank you for reaching out to our company, I will take care of this myself and determine if we are in a position to offer a proposal. I can call or email you on Friday to let you know if we can accommodate you and, if so, discuss particulars then.

How do you write an email to a buyer? ›

Here are steps you can take to compose an email to new customers:
  1. Write a subject line. ...
  2. Include a salutation. ...
  3. Write an introduction. ...
  4. Evaluate the prospect's position in the buyer's journey. ...
  5. Ensure the email includes your value proposition. ...
  6. Close the email with a salutation.

How do you introduce a product to a customer? ›

13 best practices for introducing new products
  1. Define a selling point. A selling point is a reason your customer may buy your product. ...
  2. Gather support. ...
  3. Show enthusiasm. ...
  4. Train your team. ...
  5. Let your team demo the product. ...
  6. Schedule a launch date. ...
  7. Control your product's life cycle. ...
  8. Prepare a mission statement.
7 Jul 2021

How do you introduce yourself in an email example? ›

Dear [recipients name], My name is [include your first and last name], and I [include a compliment about the recipient]. I am reaching out to you today because [provide a brief but specific explanation of your reason]. I hope to [include your call to action here].

How do you introduce yourself in an email to existing clients? ›

Introduction Email to Client
  1. Address the client by name, so they feel valued as a client.
  2. Specify some information about the client, such as their purchasing and their future goals.
  3. Let the client know how best to contact you.
  4. Invite the client to discuss their relationship with you.

How do you write a sales message? ›

How to write a sales letter
  1. Write a catchy headline that grabs your customer's attention. ...
  2. Hook the reader by identifying what they need and why. ...
  3. Include bullet points with key information. ...
  4. Use testimonials or statistics. ...
  5. Give readers a call to action. ...
  6. Offer something to the customer that is limited in time or quantity.

How would you encourage customers to buy your product? ›

Fifteen experts from Forbes Coaches Council offer their best techniques for gently encouraging clients to pick you.
  • Listen And Clarify Their Desires. ...
  • Demonstrate Your Expertise. ...
  • Don't Sell Services, Sell Solutions. ...
  • Fix Your Value Proposition First. ...
  • Focus On The Customer. ...
  • Reward Them For Action. ...
  • Build Trust In Your Answers.
24 Mar 2017

How do you sell yourself to a customer? ›

How to Sell Yourself to a Client
  1. First impressions matter. If you plan to work with other businesses or clients, it's time to stop posting your crazy nights out (unless maybe you're a club promoter). ...
  2. Be authentic. ...
  3. List your prices and be direct. ...
  4. Know that you are the expert. ...
  5. Always leave the door open!

How do you sell a product to a customer conversation? ›

1. Prepare for starting the sales conversation
  1. Know their market. Sharing the patterns you have observed in their industry is probably the best way to start a call or email. ...
  2. Know their pain points. ...
  3. Know your strengths. ...
  4. Stop trying to please everyone. ...
  5. Tell them what you sell. ...
  6. Ask a provocative question.
7 Sept 2021

How do you send a professional email? ›

10 Tips for Writing Professional Emails
  1. Start with a meaningful subject line. ...
  2. Address them appropriately. ...
  3. Keep the email concise and to the point. ...
  4. Make it easy to read. ...
  5. Do not use slang. ...
  6. Be kind and thankful. ...
  7. Be charismatic. ...
  8. Bring up points in your previous conversation.

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