- Breakthrough Advertising
Gene Schwartz
Boardroom, Inc. - How to Write a Good Advertisement
Victor O. Schwab
Melvin Powers Wilshire Book Company
North Hollywood, CA
(Amazon.com) - My Life in Advertising
- Scientific Advertising
Claude C. Hopkins
NTC Business Books
Chicago, IL
(Amazon.com) - Reality in Advertising
Rosser Reeves
Alfred A. Knopf
(Amazon.com) - The Robert Collier Letter Book
Robert Collier Publications, Inc.
Oak Harbor, Washington
(robertcollierletterbooks.com) - Ogilvy on Advertising
Vintage Books
New York, NY
(Amazon.com) - Positioning: The Battle for Your Mind
Al Ries & Jack Trout
McGraw Hill
New York, NY
(Amazon.com) - Reason-Why Advertising
- Intensive Advertising
- How Shall We Know Good Copy?
John E. Kennedy
(101publicrelations.com) - Tested Advertising Methods
John Caples
Prentice Hall
Paramus, NJ
(Amazon.com) - Common Sense Direct & Digital Marketing
- How to Write Sales Letters That Sell
Drayton Bird
Kogan Page
(Amazon.com)
For anyone looking for a solid grounding in the nuts and bolts side of direct response, I also recommend:
- Successful Direct Marketing Methods
Bob Stone
McGraw-Hill
(Amazon.com)
And for tremendous insights on the inner workings of the human mind, I like:
- Looking Out for #1
Robert J. Ringer
(Amazon.com) - PsychoCybernetics
Maxwell Maltz
Pocket Books
(Amazon.com)
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Hi Clayton,
You’ve been a valued mentor during the my career in direct marketing. After selling Investools, the company I helped start in 1997, I took some time off from the investing education business to “recharge my batteries.” I’ve recently started another company that will pick up where I left off. In reviewing your recommended reading list I was pleased to see that I have all but 3. But I also have many many others not on your list. I hope all is well with you and thank you for being so generous with your talent.
With great respect and appreciation,
D. Scott Elder
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