I’m grateful to those who have written books that capture what it’s like to be a copywriter in an agency, how to develop and apply advertising principles, and how to critique copywriting. But unfortunately, I have yet to find one book - one copywriting bible - that includes everything I need to develop young copywriters in my classroom.
The problem is that the world moves at an unrelentingly quick pace. As soon as you commit words and pictures explaining how to be a great copywriter to print, they’re out of date.
For example, last spring hardly anyone in higher ed was talking about how AI might impact the industry. This year, it’s THE hot topic with the potential to impact almost every aspect of our careers and lives. Likewise, this year’s award winning campaigns/content will become passé within months. New advertising stars will be born overnight. And new methods and tools could become available by the time you finish reading this sentence.
The best way to make the latest knowledge accessible to the greatest number of people: OER.
So I decided to create an Online Educational Resource that can evolve day by day or even by the hour. An OER textbook that reflects the constantly changing archive of advice, methods and tools; that I can revise moments before I step into the classroom to teach that day’s lesson. A textbook that is open, FREE and accessible to my students, other faculty, industry pros - anyone who wants to learn how to tell stories that help brands find their consumers; that helps people find and connect to their people; and has the power to change the political narrative and ultimately all of our lives.
A curated collection of copywriting basics, methods and tools.
What I’ve written so far reflects what undergrad students can absorb in the span of 15-weeks.
Chapters include:
The Hidden Power of Copywriting
What Copywriting Is/Isn’t
Developing Your Powers
The Twin Wonders (Creative Strategy Statement + Campaign Proposal)
Magnetic Ideas (What they are & How to come up with them)
The Language of Advertising
Bad Ads (How they go bad & How to do good ads instead)
The Super Bowl
I supplement book content with in-class lessons that bring the information to life with current methods, case studies, and writing exercises, drawing on the minds of industry experts and educators. I crib (with permission) from the best: Shlomo Genchin, Brian Collins, Suzanne Pope, Nancy R. Tag, Mitch Goldstein, and others. I also bring guest speakers in, from up and coming copywriters to agency recruiters and thought leaders.
Over the course of the semester, students use what they learn to develop three campaigns and a digital course portfolio.
I’ve only just begun.
The book itself is pretty bare bones. In the coming years I’ll work with editors to develop a snazzier interface. For now, it’s about the content - not the packaging.
Speaking of content, there are always new chapters demanding to be written - on Social Media, Influencer Marketing, AI, Media, Consumer Psychology, the Art of Presentation... Not to mention chapters on how young talent can find internships, connect with mentors, and navigate corporate life.
Adopt, don’t shop for a copywriting textbook.
If you’re teaching copywriting, please feel free to adopt my book. It won’t cost you or your students a dime. Want to contribute a method, tool, example, or lesson? Or speak in my class? Hit the Contact RR button now.