B-to-B Insight: More Summer Reading
Be sure to add this one to your summer reading list.
This year I’m adding three volumes to my list of must-read marketing classics. These are the books to which I refer again and again:
• “Successful Direct Marketing Methods” by Bob Stone and Ron Jacobs
• “Customer Winback: How to Recapture Lost Customers—And Keep Them Loyal” by Jill Griffin and Michael W. Lowenstein
• “Winning Direct Response Advertising: How to Recognize It, Evaluate It, Inspire It, Create It” by Joan Throckmorton
While the following books appeared on last year’s list, they are so important to a direct marketer’s education that they warrant repeating:
• “Ogilvy on Advertising” by David Ogilvy
• “Direct Marketing: Strategy, Planning and Execution” by Ed Nash
• “Tested Advertising Methods” by John Caples and Fred Hahn
• “2,239 Tested Secrets for Direct Marketing Success” by Denny Hatch and Don Jackson
• “My Life in Advertising and Scientific Advertising” by Claude Hopkins
• “How to Write a Good Advertisement” by Victor Schwab
• “The New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy” by David Shepard & Associates
• “Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America’s Top Copywriters and Mail Order Entrepreneurs” by Joseph Sugarman
A final word of advice: Invest in yourself, the rewards are priceless! As an industry, we’re fortunate to have practitioners willing to share their expertise. By investing just a few hundred dollars for reading materials, professionals who commit themselves to mastering the craft end up creating careers that last a lifetime.
I wish all my fellow direct marketers a great summer filled with time to absorb new information and stimulate new creative ideas. If you have a favorite book I should consider for a 2007 summer reading list, drop me an e-mail. Happy reading!