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A Self-Help Guide for Copywriters: A resource for writing headlines and building creative confidence Paperback – November 23, 2021

by Dan Nelken (Author)

433 ratings

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From aspiring to expiring copywriters, this book will help you become a more efficient, more confident creative. In other words, you'll make more money. And friends.

It's a little about the creative process and a lot about the craft of writing headlines, with over two hundred example ads.

If you’re looking for “killer headline formulas that can’t fail,” “data-driven headline conversion hacks,” “SEO secrets (Google doesn’t want you to know),” or “can’t-miss clickbait headlines,” you can find everything you need in a search bar. If you want to learn how to come up with a crap ton of ideas and turn them into headlines that bring personality to your writing, click add to cart.

Oh, and as much as the title of this book, A Self-Help Guide for Copywriters, was meant to be a little tongue-in-cheek, it takes the subject of creative self-doubt as seriously as it takes creativity. It will help you whack-a-mole self-doubting thoughts before they can even get a word in.

Note: This is also a great resource for people who dislike copywriters. Read this book and soon you’ll be able to casually point out flaws in their work, making the fragile copywriter in your life feel even more insecure.

Product details

Publisher ‏ : ‎ Dan Nelken
Publication date ‏ : ‎ November 23, 2021
Language ‏ : ‎ English
Print length ‏ : ‎ 176 pages
ISBN-10 ‏ : ‎ 177778350X
ISBN-13 ‏ : ‎ 978-1777783501
Item Weight ‏ : ‎ 8.5 ounces
Dimensions ‏ : ‎ 5.5 x 0.4 x 8.5 inches

Best Sellers Rank: #135,602 in Books (See Top 100 in Books)
- #110 in Advertising (Books)
- #394 in Marketing (Books)

Customer Reviews:
433 ratings

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Dan Nelken

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Dan Nelken is an active advertising creative who works on the world's biggest brands and up-and-coming start-ups. His work has appeared in award shows nationally, internationally, and on his mother's fridge.

He's spent over 15 years winging the creative process and is now dedicating his life to understanding it, so he can help creative companies and people think faster and healthier (and that includes himself).

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Customers find the book helpful, with one noting it provides proven strategies from working professionals. Moreover, the writing style receives positive feedback, with customers describing it as beautifully written and incredibly easy to read. Additionally, customers appreciate the book's humor.

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Advice level Writing style Humor

25 customers mention "Advice level"25 positive0 negative

Customers appreciate the advice level of the book, finding it helpful and creatively enlightening, with one customer noting it offers proven strategies and insights from working professionals.

"...This book hyped me up to create again and even made me laugh out loud...." Read more

"...Yet this creatively enlightening book helped keep the lights on at my job...." Read more

"...book functions as a “how to” for headlines and offers great advice from many advertising greats that was curated by another advertising great, Dan..." Read more

"...designer and I love my other creative halves very much so this was a great read...." Read more

18 customers mention "Writing style"18 positive0 negative

Customers appreciate the writing style of the book, finding it beautifully and incredibly easy to read, with one customer describing it as a bible for copywriters.

"...I loved how simple it was to read and understand, but got at the roots of struggles I've faced as a creative. Brb gonna go read again" Read more

"An incredibly easy read, packed with too much to internalize in a single read-through. I’ll keep coming back to it for inspiration." Read more

"...Suggesting to learn your process or try his out. His writing style is entertaining without being too overbearing, which kept me turning pages and..." Read more

"This book functions as a “how to” for headlines and offers great advice from many advertising greats that was curated by another advertising great,..." Read more

6 customers mention "Humor"6 positive0 negative

Customers find the book humorous.

"...This book hyped me up to create again and even made me laugh out loud...." Read more

"I loved the concrete benefits breakdowns for products, ad examples, and fun, honest writing style...." Read more

"...Read this book in less than a day and a half because it was hilarious and so helpful...." Read more

"...There are no shortcuts, but there is a process Plus it’s funny." Read more

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Anna
Highlighted every page
Reviewed in the United States on January 22, 2025
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I bought this book after coming out of a role with a micromanaging boss who left me feeling depleted. This book hyped me up to create again and even made me laugh out loud. I loved how simple it was to read and understand, but got at the roots of struggles I've faced as a creative. Brb gonna go read again

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Anna

Highlighted every page

Reviewed in the United States on January 22, 2025
I bought this book after coming out of a role with a micromanaging boss who left me feeling depleted. This book hyped me up to create again and even made me laugh out loud. I loved how simple it was to read and understand, but got at the roots of struggles I've faced as a creative. Brb gonna go read again

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AVS
Excellent resource
Reviewed in the United States on November 26, 2024
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An incredibly easy read, packed with too much to internalize in a single read-through. I’ll keep coming back to it for inspiration.

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Amazon Customer
Do you Copy?
Reviewed in the United States on September 19, 2023
Verified Purchase
I don’t write. It's not for fun anymore, but my work doesn’t have anyone else to market and advertise it. Yet this creatively enlightening book helped keep the lights on at my job.

Despite my cringe-worthy diet for writing fan fiction, I learned plenty about the thought process of a copywriter through this book. Dan’s brilliant in briefly introducing that world through the screen of an insane, and creative writer. I like how he starts with addressing the issue that creators go through. Suggesting to learn your process or try his out. His writing style is entertaining without being too overbearing, which kept me turning pages and admiring the examples as much as he was.

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Lesly Pyle
The Greatest Hits of Great Advice
Reviewed in the United States on November 10, 2023
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This book functions as a “how to” for headlines and offers great advice from many advertising greats that was curated by another advertising great, Dan Nelken. I’ve been a Copywriter for many years but it never hurts to be reminded on how to get to, well, great. Thanks for this, Dan. It’s another tool in my toolbox. And I’m gonna keep it charged.

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marina
A good book for the people who don’t do words.
Reviewed in the United States on August 3, 2023
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I’m an art director and designer and I love my other creative halves very much so this was a great read. I found it helpful to learn more about what the creative process for copy is like and ways I can give more constructive feedback. Some of the advice resonated with the visual creative process too and I felt validated about some of the truly weird ideas I come up with while iterating concepts. Also this will make me more insufferable/helpful on the occasions I end up contributing headlines in brainstorming sessions or need to toss in some contextual FPO copy in comps. Just buy it, okay!

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SC
Easy, helpful, fun read
Reviewed in the United States on January 18, 2024
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I loved the concrete benefits breakdowns for products, ad examples, and fun, honest writing style. My one complaint was that there were almost no writer examples with women, but this is pretty typical in best writing practices.

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A. Maggio
Quick, fun, educational read
Reviewed in the United States on March 11, 2023
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This was one of those books where you know you've had a lot of the same thoughts, but never sequentially or organized in such a way that you can actually make sense of it all as a bigger picture philosophy versus a serious of unrelated fleeting thoughts. I'm a copywriting veteran of several ad agencies and found this book to be extremely helpful. Even bought it for a few of my staff!

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Amazon Customer
Quick and dirty tips every copywriter needs
Reviewed in the United States on February 15, 2022
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After looking forward to Dan's weekly newsletter for over a year, I was THRILLED to discover he published a book. I bought a copy for myself and for 2 fellow copywriters as holiday gifts. All of us found such immense wisdom in these pages.

But unlike most business books, it's actually a joy to read. Dan is clever and punchy, self-depreciating and relatable. Every line and example is useful, and you don't have to dig through pages of wordy self-aggrandizing biz bro jargon to get to the good stuff. Take note, marketing bros - this is the type of book writers actually want to read.

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Order rejected by itself. I was waiting for delivery. Unable to contact customer support.
Best book for beginners.
Reviewed in India on May 23, 2024
Verified Purchase

Hugely improved my ad writing skills. Instead of reading novels and general books for improving copywriting as a marketer, this book is very specific and must be read by every copywriter and marketer or in general content creators.
I like this book 10 on 10.
Improves your thinking skills and group discussions skills for common creative.
Helpful in coming up with 100 ideas for any topic wherever earlier you would have got only 10 with utter sweating.

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Mario Costa
Bem prático
Reviewed in Brazil on January 30, 2024
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Bem explicativo.

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Moisés G
My first book in english
Reviewed in Mexico on April 2, 2025
Verified Purchase
This is the first book I've read entirely in English. It's been a challenge for me, but why am I telling you this? Because this book is pure gold for headlines. I simply couldn't wait for its translation. Thanks for writing this, Dan. It was worth all the effort.

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Dimitri Novak
Amazing book - insightful, helpful while remaining concise
Reviewed in Germany on December 27, 2023
Verified Purchase
Well-written, full of useful insights as well as techniques for coming up with better ideas. Excellent resource, especially for newcomers to the field of copywriting.

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Prof. Funziona!
Se sei un Copy, un Art, un Insegnante...leggi Dan!
Reviewed in Italy on July 22, 2022
Verified Purchase
Non hai idee? Devi leggere Dan.
Continui a dirti che tanto non ce la farai? Leggi Dan.
La tua giornata è un completo disastro e il tempo non sembra mai abbastanza per finire quel lavoro? Mi sembrava di essere stata abbastanza chiara: leggi Dan, Cristoforo Colombo! (cit.)

Chi è Dan? Un vecchio lupo di mare (ciao Dan!^^), un copywriter, un partner della tua coppia creativa immaginaria che siede difronte alla tua scrivania e ti smaschera, ti consiglia, fa battutacce. E’ piacevole “confrontarsi” con qualcuno in questo nostro ambiente di lavoro, spesso ostile e solitario. Dan è il Copy che avrei voluto conoscere, la penna che avrei voluto avere al mio fianco…e per tutti i Kraken, Dan traduci questo libro in italiano! Non sai quanto certe menti ne avrebbero bisogno.
Ho inserito alcune sue dritte nelle mie lezioni sulla comunicazione. Hey, se sei un insegnate dovresti farlo anche tu.

Ah! Dimenticavo: Dan risponde! Provate a scrivergli un’email…lui risponde, risponde davvero. (io lo adoro!)

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Prof. Funziona!

Se sei un Copy, un Art, un Insegnante...leggi Dan!

Reviewed in Italy on July 22, 2022
Non hai idee? Devi leggere Dan.
Continui a dirti che tanto non ce la farai? Leggi Dan.
La tua giornata è un completo disastro e il tempo non sembra mai abbastanza per finire quel lavoro? Mi sembrava di essere stata abbastanza chiara: leggi Dan, Cristoforo Colombo! (cit.)

Chi è Dan? Un vecchio lupo di mare (ciao Dan!^^), un copywriter, un partner della tua coppia creativa immaginaria che siede difronte alla tua scrivania e ti smaschera, ti consiglia, fa battutacce. E’ piacevole “confrontarsi” con qualcuno in questo nostro ambiente di lavoro, spesso ostile e solitario. Dan è il Copy che avrei voluto conoscere, la penna che avrei voluto avere al mio fianco…e per tutti i Kraken, Dan traduci questo libro in italiano! Non sai quanto certe menti ne avrebbero bisogno.
Ho inserito alcune sue dritte nelle mie lezioni sulla comunicazione. Hey, se sei un insegnate dovresti farlo anche tu.

Ah! Dimenticavo: Dan risponde! Provate a scrivergli un’email…lui risponde, risponde davvero. (io lo adoro!)

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5.0 out of 5 stars Best book for beginners.

4.0 out of 5 stars Bem prático

5.0 out of 5 stars My first book in english

5.0 out of 5 stars Amazing book - insightful, helpful while remaining concise

5.0 out of 5 stars Se sei un Copy, un Art, un Insegnante...leggi Dan!

Se sei un Copy, un Art, un Insegnante...leggi Dan!

Images in this review

Best book for beginners.

Bem prático

My first book in english

Amazing book - insightful, helpful while remaining concise

Se sei un Copy, un Art, un Insegnante...leggi Dan!