Books like 100 Ways to Improve Your Writing — picked by fans

Among copywriting books, this is my favorite: funny, wise, indispensable. Sullivan—an exceptional advertising copywriter, creative director, and, recently, professor—shares his insights about navigating agency life and mastering the copywriter’s craft. He is especially good at how to be more creative and how to keep b.s. out of your ideas and copy (hence his title). A pleasure to read and re-read. He has helped me get past conventional, invisible advertising. I used his book in copywriting classes, and he helped my students find their best ideas. He’ll help you, too.

In recent decades, as advertising has moved from one-way communication about product benefits to conversations with consumers about brands, someone needed to sum things up. Iezzi and the creatives she interviews do exactly that. As she presents it, “First of all, forget about making an ad… You’re making something to compete with every other piece of content, every other media experience that a person has during her waking hours.” The Idea Writers is an excellent primer on this new landscape. How do we create a brand’s story, one that consumers identify with and help propagate, if not create? How do we manage it, move it forward, spread it across various media, and make it viral? How can it become its own never-ending story?

I first read this book over twenty years ago, and it still resonates. Steel shows how they thought things through at Goodby, Silverstein & Partners, and, as director of account planning, he would know. Steel starts from the consumer’s point of view, which is where ads themselves should start but too often don’t. He helps us see the psychology that underlies great advertising. Smart, witty, well written—full of memorable insights and delicious examples. It’s over twenty years old, yes, but until human nature changes, this book will be relevant.

Howard Luck Gossage was an advertising innovator—a genius, really—whose ideas leapt far ahead of traditional advertising. Working in San Francisco during the Mad Men era, he created unusual campaigns that got people involved, inviting them to reply, assist, and even create the ads themselves; in short, he devised interactive advertising before there was such a thing. His iconoclastic, liberating ideas influenced everyone. As Jeff Goodby put it, “When Goodby, Berlin & Silverstein was opened in 1983, we ran an ad with Howard’s picture and the headline: 'An advertising agency founded by a man who’s been dead for 14 years.' Gossage was the plastic guy on our dashboard and we were out there hitting the gas in his honor.” When you read about how he worked, how he thought, and what he created, you’ll press the pedal to the metal yourself.

Do not come to this book in search of warm hugs about the beauty of the process. True to the title, Klinkenborg (best name ever?) offsets each of his sentences like an epic poem in verse. The epic he describes is how epically bad your writing is, and—hopefully—how to improve. He returns to the word "notice" over and over, and that's really it. You're blowing sentences by not noticing what the sentence itself is doing. You're over-emphasizing "meaning" at the expense of the vehicle that delivers it. I sense there's a kind man in there, somewhere, who's working a side of the street he feels has been neglected by years of misguided education. But here, he's dedicated to the larger cause of clean, clear sentences. Not hugs.

Impossible to omit this one from a list for writers!

A perennial classic that keeps coming back in new forms—even illustrated! Even if the advice is often dry (as my first writing teacher used to say, its authors tend to “strunk you on the head”), The Elements of Style is solid. No minced words here.

In any century, in any genre, for any class or any project, this book teaches writing well.

This was one of the first books I bought when I started my proofreading career. It has come in handy so many times and still does as a refresher. It not only shares the grammar or punctuation rules for one style, but has actual comparison lists for each style out there. Want a good reminder about the rules that guide the best writing? This is one of the best books to have on your library shelf, period.

Mignon is one of my writing idols, so this is rightfully one of my writing bibles.

No one’s better than Mignon—best known as “Grammar Girl” on her podcasts and in her books—at separating fact from fiction when it comes to grammar. She also has an extremely friendly, supportive style that builds trust right away, like getting advice from your neighbor (who happens to be omniscient about language and word usage).

I felt this myself as one of Mignon’s guests on her very popular podcast. Quick and Dirty Tips is like having Mignon’s skill and insight on call, and that’s an amazing and invaluable resource for any writer. 

I read this book when it came out in 1985, as I was polishing my first book. I recommended it to a senior colleague who had written several books and edited a leading journal. He took it with him to some beach on winter vacation as he was completing his next book. When he returned, he said he was so engrossed in the book that his wife got mad at him for not putting it down. He loved it as much as I did.

If you have mastered this book, your writing will improve dramatically, and you will not need another style manual for the rest of your life. 

This 1644 book is one of the most charmingly mad documents in the history of rhetoric.

Bulwer thought (rightly) that rhetoric wasn’t just about words: body-language matters, too. So he attempted to catalogue the meaning of hand gestures, which he believed were a universal language, and to explain how best they might be used in oratory.

You discover, if you read Bulwer, that we’ve been blowing kisses and flipping the bird since the seventeenth century; and that clapping your hands as you talk is “a gesture too plebeian and theatrically light for the hands of any prudent rhetorician”. Better yet, the book Is abundantly illustrated with woodcuts.

It’s a tragedy that Bulwer died before producing the planned sequel, Cephalelogia…Cephalenomia, on gestures of the head.