Andrew Boulton’s Copywriting Is… Book Review: A Curated Pep Talk for Copywriters

Copywriting Is… book by Andrew Boulton is a collection of 30-or-so thoughts on thinking like a copywriter. It feels like a TED Talk on paper, aimed at those already intrigued by or working in copywriting.

It’s a motivational and reflective book, capturing Boulton’s thoughts on what it truly means to “think like a copywriter.” However, if you’re looking for actionable insights, this one may not hit the mark. It’s actually a curated pep talk for copywriters, with a few insights sprinkled in.

My Rating:

❤️❤️❤️🤍🤍

"A curated pep talk for copywriters, with a few insights sprinkled in."

Check Copywriting Is… on Goodreads

What’s Copywriting Is… is About?

Written in a blog-like format, Copywriting Is… brings together 30 or so short reflections on the nature of copywriting. Each chapter, or “thought,” shares Boulton’s personal take on what makes copywriting unique, as well as the mindset needed to succeed in the field. It’s not a copywriting guide but rather a motivational collection for those looking to connect with the spirit of the craft.

What Works?

Boulton’s thoughts are well-penned, with a sense of creativity and charm that keeps the book engaging. His writing style is witty, adding a refreshing, almost conversational tone to the book. For copywriters feeling disconnected from their craft, this book can be reassuring. It’s much like hearing a fellow writer validate the unique struggles and rewards of the job.

What Falls Short?

The book’s niche focus may limit its appeal. It offers minimal practical tips and instead leans more toward philosophical musings. Additionally, Boulton’s British idioms and colloquial phrases make the book somewhat challenging for an international audience. It felt more like a curated collection of random thoughts than a comprehensive look at copywriting, leaving me wanting a bit more substance.

Who Should Read It?

Copywriting Is… book suits seasoned copywriters who need a reminder of why they do what they do. It might also be good for students looking to dip their toes into the world of copywriting. If you’re seeking in-depth copywriting advice or techniques, though, you might find it lacking.

Final Thoughts

Andrew Boulton’s Copywriting Is… doesn’t reinvent the wheel, nor does it dive deeply into the mechanics of copywriting. It’s an inspiring read if you’re after a pep talk or reassurance. If you’re on the hunt for practical guidance, you might want to look elsewhere.

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