1. "Scientific Advertising" by Claude Hopkins. This is the granddaddy of all "how-to" books on writing advertising copy. It's a lean, easy read with very direct advice on how to write copy that sells. You might find this one free online, or get it from the Amazon link supplied.

2. "Ogilvy on Advertising" by David Ogilvy. No doubt about it . . . David Ogilvy was a genius. In this book, he shows you not only how to sell in print but also how to run an agency, hire writers, pitch campaigns, and more. Another very quick, easy read.

3. "Tested Advertising Methods" by John Caples. This isn't exactly the kind of book you read in a single sitting. It's so dense with tips and examples that you couldn't possibly absorb it all at once. A bit like reading an encyclopedia of what works. Essential, though, as a shelf reference.

4. "The Copywriter's Handbook" by Bob Bly. Oft recommended by yours truly, as well as by countless other copywriters. Bly, who is now a friend of mine and who has written not just one but 50 books, has covered every possible question a new copywriter could ask. If you read just this and the Claude Hopkins book, you'll have a jump on half the copywriters working out there today.

5. "Elements of Style" by Strunk and White. Writing advertising copy isn't necessarily about writing pretty. But it IS about making the copy disappear so the message itself can shine. Strunk and White can teach you plenty about writing tightly -- in fact, everything you need to know.

6. "On Writing Well" by William Zinsser. That said about Strunk and White, this book helps you approach the same key lessons from a fresh angle. It's a little dry in spots. (It's about grammar, after all.) But still a worthy read, especially for the conscientious writer who cares enough to edit his or her own stuff.

7. "On Writing" by Stephen King. Don't laugh. I know, he's Stephen King. To some, a schlockmeister. But there's no question that the guy knows how to spin a yarn. (Consider the incredible number of his books that have been spun into Hollywood blockbusters.) It comes highly recommended from several writers I respect.

8. "Influence: The Psychology of Persuasion" by Dr.Robert Cialdini. This is a perennial recommendation of mine. I'll be frank: The science of psychology scares me. It always seems like those who study human behavior are driven a little too analytical, even mad, by it. However, this book is still a brilliant portrait of what persuades and why. Every good copywriter I know has it on his or her shelf.

9. "The Tipping Point" by Malcolm Gladwell. This wasn't supposed to be a marketing book. It is just about ideas that move masses of people to suddenly change their behavior. But then, what IS marketing if not an effort to move the masses? A great read in that it's interesting and entertaining as it informs.

10. "How to Win Friends and Influence People" by Dale Carnegie. This really belongs in this list of classics. And if Carnegie were around today, he might write a sequel with the words "on the Internet" tacked onto his famous title. Online marketing is, after all, about relationships. And this book is all about how to start them.

(Note: John Forde began his copywriting about 10 years ago. He has served as senior copywriter and group publisher for Agora Publishing and has trained apprentice copywriters in London, Paris, Bonn, and Baltimore. John now lives "the writer's life" in Paris, France. You can sign up for John's excellent free newsletter at his site.)