Books vs. Online Courses: What's the Best Way to Learn?

And does the medium really even matter?

Aug 13, 2023

“Those webinars are just ‘trendy’, books are still the way to go.”

“Books become dated; online courses are more updated.”

“Those online courses might give you a cool LinkedIn credit, but nothing beats a book you saved up for and can read over and over again!”

Such are the hot takes I’ve heard over the years about learning more about advertising and copywriting. Non-verbatim, of course, because some of those opinions were from my former office mates 😁

As a 90s kid who started my career with mentors who did things the analog way for half their lives, I was used to being lent books about the craft.

But since ours is an industry where it pays to be updated on the fast-moving trends, it was inevitable that I would get a lot more exposure to webinars and online courses shared via LinkedIn Learning, Skillshare, Coursera, or even good ol’ YouTube!

So, I decided to sit down and do some old-fashioned research about what method of learning is scientifically more effective & beneficial.

Learning from Books

Pros:

Great for in-depth learning
Convenient when travelling
Easily accessible (e.g. libraries, bookstores, websites)
Usually more affordable
Does not rely on any technology (unless it’s an e-book)
More reliable (since it takes time to research, write, edit)

Cons:

May not have actionable next steps for the reader
Not the best way to learn skills that need more practice time
May not be as appealing for visual learners
Not as updated as courses
Not learner-focused (i.e. not all information may be relevant to the reader)
Doesn’t allow for interaction, progress tracking, and evaluation

Learning from Online Courses

Pros:

Better for practical subjects, such as programming or graphic design
Great for visual learners
More structured and organized (great for beginners)
Can lead to online communities that can facilitate learning
More dynamic and interactive; can use devices such as photos, videos, GIFs, voiceovers
Easier way to distribute templates, worksheets, and other downloadable materials
More updated in terms of industry changes
Progress can be monitored and evaluated
Can result in credentials/certification
May be customized to fit the learner’s needs

Cons:

May only cover surface-level information on a topic
May be more expensive
Requires a digital device, internet connection, maybe even subscription fees
May not be as reliable as a book

So, what does all this mean for you as a copywriter/content writer?

If you want in-depth information on topics such as the history of advertising, great TV commercials, or the career of a prominent ad person; and don’t mind a lack of pictures, investing in books is the way to go. You won’t get LinkedIn credentials for reading that paperback, but you’ll still learn a lot about whatever it is you want to study.

But if you’re more interested in practical next steps such as how to write SEO copy or make TikTok ads, or how to use Canva, online courses are a great fit. If you want to be able to track your progress, practice your new skills, maybe even engage more with other learners or the one giving the course, e-learning will be a great investment. Just note that some courses and subscriptions may be more expensive than a typical book.

Either way, it’s great that you’re game to invest some time and effort learning something new! :)

Are you planning to do some self-initiated learning via book or online course soon? Let’s talk about it here! Reply to this email, or post a comment on my Substack page.

Books vs. Online Courses: What's the Best Way to Learn?

And does the medium really even matter?

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