Here's my list of the best marketing books that I have read … and that have helped me in my career. I think they are essential parts of every marketer's library.
Art of Innovation: Tom Kelly – Ideo’s very effective brainstorming techniques Breakthrough Advertising: Eugene M. Schwartz – how to write ad copy Commonsense Direct Marketing: Drayton Bird – his title says it all Differentiate or Die: Jack Trout – how to stand out or get out Direct Marketing: Ed Nash – covers just about everything EVEolution: Faith Popcorn – how to really market to women Great Print Advertising: Tony Antin – great book for both art and copy How to Advertise: Kenneth Roman and Jane Maas – very comprehensive and clear How to Get Ideas: Jack Foster – an outstanding book on boosting creativity How to Make Your Advertising Make Money: John Caples – lots of DOs & DON’Ts How to Think Like Leonardo da Vinci: Michael J. Gelb – 7 steps to genius How to Write a Good Advertisement: Victor O. Schwab – great people insights Jump Start Your Brain: Doug Hall – check out his flapdoodle technique Leap: Bob Schmetterer – creative business ideas Ogilvy on Advertising: David Ogilvy – still one of the best references of all Profitable Direct Marking: Jim Kobs – tons of offer ideas and more Successful Direct Marketing Methods: Bob Stone – “the Bible” Tested Advertising Methods: John Caples – superb info on real-world testing Truth, Lies & Advertising: John Steel – brings marketing and creative together The Synonym Finder: J.L. Rodale – better than any thesaurus; absolutely essential
Make your marketing pay off.
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Johnson Box Frank Johnson popularized the practice of summarizing key sales messages at the top of direct mail letters he wrote promoting American Heritage Magazine. Today, any copy above the salutation of a letter is known as a Johnson Box. More Facts