For me, that would be "The Adweek Copywriting Handbook" by Joseph Sugarman. He was a big guy of the before-2000's, advertisement and copywriting have surely changed, but he layed out some extremely interesting ways of resonating with the reader, and the techniques and mindset he mentioned in order to hook the buyer to the text are effective and reliable, that book is always my number 1 suggest to anyone who wants to either begin to study copywriting or experienced writers who need a different approach, or a reminder of how to do things right. The humanity he never forgot to include in his texts is admirable, I couldn't help but think of how genius all of his method was.   submitted by   /u/blerb679 [link]   [comments]