Recommended Reading

  • Breakthrough Advertising
    Gene Schwartz
    Boardroom, Inc.
  • How to Write a Good Advertisement
    Victor O. Schwab
    Melvin Powers Wilshire Book Company
    North Hollywood, CA
  • My Life in Advertising
  • Scientific Advertising
    Claude C. Hopkins
    NTC Business Books
    Chicago, IL
  • Reality in Advertising
    Rosser Reeves
    Alfred A. Knopf
  • The Robert Collier Letter Book
    Robert Collier Publications, Inc.
    Oak Harbor, Washington
  • Ogilvy on Advertising
    Vintage Books
    New York, NY
  • Positioning: The Battle for Your Mind
    Al Ries & Jack Trout
    McGraw Hill
    New York, NY
  • Reason-Why Advertising
  • Intensive Advertising
  • How Shall We Know Good Copy?
    John E. Kennedy
  • Tested Advertising Methods
    John Caples
    Prentice Hall
    Paramus, NJ
  • Common Sense Direct & Digital Marketing
  • How to Write Sales Letters That Sell
    Drayton Bird
    Kogan Page

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

And for tremendous insights on the inner workings of the human mind, I like:

  • Looking Out for #1
    Robert J. Ringer
  • PsychoCybernetics
    Maxwell Maltz
    Pocket Books

5 Responses to Recommended Reading

  1. Scott Elder says:

    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

  2. I’ve been browsing on-line greater than 3 hours these days, but I never discovered any attention-grabbing article like yours. It’s lovely value sufficient for me. In my view, if all web owners and bloggers made excellent content material as you probably did, the net will probably be a lot more helpful than ever before.

  3. It’s really a cool and useful piece of information. I am satisfied that you simply shared this useful information with us. Please keep us up to date like this. Thank you for sharing.

  4. Chris Hughes says:

    Clayton, thanks for this list. I’ve been looking for a starting point to improve my copywriting and am buying everyone of these books to truly dive in and get better and better.


  5. Sean says:

    Thank you very much Clayton. We all really appreciate your wisdom and help. Blessings to you.

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