Recommended Reading List

Below is a list of books that I recommend for marketers and anyone interested in direct marketing, advertising and writing effective communications.

Scientific Advertising
- by Claude C. Hopkins

"No one should be allowed to have anything to do with advertising until he has read Scientific Advertising at least seven times." - David Ogilvy

My Life in Advertising
- Claude C. Hopkins

The autobiography of Claude Hopkins written in 1927. He was the pioneer of test marketing, coupon sampling and copy research. Today this book still offers relevant advice for anyone in marketing.

Confessions of an Advertising Man
- David Ogilvy

Ogilvy is not only responsible for some of the most memorable advertising campaigns ever created he was a very good direct marketing copywriter.

Commonsense Direct and Digital Marketing. (5th edition)
- Drayton Bird

This book was initially written in 1982 but has been reprinted many times. Ogilvy once said of Drayton Bird, "Drayton Bird knows more about direct marketing than anyone else in the world."

Million Dollar Mailings
- Denison Hatch

Denison Hatch maintains an archive of over 200,000 mailings in 200 categories. In this book he offers sample after sample of mailings and explains the direct marketing techniques that have made companies millions.

Positioning - The Battle for Your Mind
- Al Ries and Jack Trout

For anyone who has questions about the value of positioning and how having one can alter the future of a business.

Tested Advertising Methods
- John Caples

The world's best copywriters today regard this book as one of the best direct marketing "how to" books ever written. First published in 1932 it was revised by Caples three times and is reprinted repeatedly.

Write On Target
- Donna Baier Stein, Floyd Kemske

On the Art of Writing Copy
- Herschell Gordon Lewis

Lewis is an unusual character and but he uses his background in film to give an interesting and insightful read about direct marketing.

Secrets of Successful Direct Mail
- Richard V Benson

Best known for his work in the magazine circulation business his clients includes Smithsonian, Southern living, American Heritage and Psychology Today. This book is filled with his stories and experience working in this business.

On Writing Well
- William Zinsser

This book has been around for over 30 years. It's based on a course William Zinsser taught at Yale and his long experience as a writer, editor and teacher. It gives sound advice for anyone who needs to do some writing.

Advertising Secrets of the Written Word.
- Joseph Sugarman

“Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem. The greatest success stories were created by people who recognized a problem and turned it into an opportunity.”
- Joseph Sugarman