According to copywriter Victor Schwab, the three most expensive words in advertising are:
“My wife says.”
That might sound like an outdated notion. And no wonder.
Schwab wrote that observation in a book called How to Write a Good Advertisement, back in 1942. That was an eternity ago.
But Schwab’s book is still worth reading. And re-reading. In fact, I read it once last year and once more this year. And I will re-read it next year too.
That’s because I once heard A-list copywriter Parris Lampropoulos say to do it. Parris said that if you want to get among the top 10% of copywriters, the process is straightforward:
Just read his recommended list of 13 books 3 times each.
The first time, read them like beach reading. The second time. underline. The third time, copy out your notes by hand.
And Parris said that, if you want to, you can do this all in just one year. (I’m a slow reader so it’s taking longer.)
Anyways, Parris only shared his book list and the process above with his small group of copy cubs… and later, with people who heard him speak in one way or another.
I fell into the second group. So I never wrote about this list before because I figured it was one of Parris’s trade secrets.
And it was, until a few months ago. Because in a public interview that Parris gave then to The Copywriter Club people, he explained everything I just told you. And ever since, his list is up on the Copywriter Club website.
So do you have a year to spare? And would you like to improve your copywriting to the top 10% level? If so, here’s where to start: