Does your bookshelf hold the latest pearls of marketing and copywriting wisdom? The classic books that can help you develop well-targeted, well-written promotional content and materials?
Here's my list of "must have" books for technical copywriting today. (Click on the title to order from Amazon.com)
Writing Guides
Copywriting That Sells High Tech, my own book, is still the only guide written specifically for technical copywriters. It gives you an everyday reference for writing white papers, case studies, data sheets, and Web content to promote technology products and services.
Stories That Sell, Casey Hibbard. Presents clear, in-depth, and relevant guidance on producing case studies and managing customer reference programs.
The Yahoo! Style Guide. If you work for a large company, it's likely that you must follow the writing rules laid out in a corporate style guide. If you don't, then you may need a style guide to follow--both for consistency and clarity in your own writing and to offer guidance to colleagues who write their own text. The Yahoo guide is an excellent resource for both purposes, geared for web content and marketing materials. Another good choice is the classic Microsoft Manual of Style, which is geared more for documentation but includes a valuable glossary and word usage guide for technical terms and common words that are often used incorrectly.
Words That Sell, Richard Bayan. This classic presents word lists to describe product characteristics and phrases for many types of promotional text. It is the most-used reference on my bookshelf.
White Papers for Dummies, Gordon Graham. A solid introduction for writers and marketers who have never written a white paper or managed a white paper project.
Crafting White Paper 2.0, Jonathan Kantor. This book presents a good overview of new writing and design techniques to use in white papers and other promotional documents to attract and engage readers.
Writing White Papers, Michael Stelzner. Now a classic, it's an in-depth guide to writing white papers.
Information Design
Slideology, Nancy Duarte. Although focused on improving PowerPoint slides, this book is full of great ideas for visual explanations and elements in any type of content. Her other book, Resonate, is also an interesting read about how to powerfully convey information and persuade readers or audiences.
Wall Street Journal Guide to Infographics, Dona Wong. If you frequently interpret and present any type of numeric data, this book is a clear and easy-to-use reference. Each topic includes multiple examples of correct presentation techniques as well as typical mistakes.
Content Marketing
Content Strategy for the Web, Kristina Halvorson. Presents ideas on framing content management in the business prospective that will appeal to the executives who need to approve your budget.
eMarketing Strategies for the Complex Sale, Ardath Albee. Great insights for copywriters about how readers view and respond to any type of marketing content.
Snap Selling, Jill Konrath. Terrific insights into the challenges that your salespeople--and your marketing content--face in reaching and engaging prospects.
The Content Rules, Ann Handley & CC Chapman. A good overview of current thought about content marketing.
The Web Content Strategist's Bible, Richard Sheffield. Presents solid information about the nitty-gritty work involved in the new, content-focused job roles that are now assigned to many writers.
