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 Beckwith,
Harry, Selling the Invisible: A Field Guide to Modern Marketing,
Warner Books, 1997
This book is about the marketing of services, and ultimately, almost
every business is in the service business. Like we do at Reality Marketing
Associates, Beckwith will remind you that every aspect of your business is
related to marketing, or as he says, "marketing is not a
department." The book is simple, easy to read, and full of
thought-provoking and practical tips and approaches to improving your
business.
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 Bly,
Bob, Business to Business Direct Marketing: Proven Direct Response
Methods to Generate More Leads and Sales, NTC Business Books, 1998
If you sell to other businesses, Bly provides a complete manual of
tools and hot-to tips. He does a good job of emphasizing the ways
business-to-business is different from marketing to consumers.
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this book from Amazon.com (U.S.)
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this book from Chapters.ca (Canada)
 Bly, Bob, Power-Packed
Direct Mail: How to Get More Leads and Sales by Mail, Henry Holt, 1996
An excellent introduction to using direct mail. Many of the ideas and
instructions are targeted to small businesses who will be mailing in small
numbers and are on a slim to non-existent budgets.
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this book from Amazon.com (U.S.)
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this book from Chapters.ca (Canada)
 Caples, John,
Tested Advertising Methods, Fifth Edition
(Revised by Fred E. Hahn), Prentice Hall, 1997
This book is the bible of proven advertising methods. Caples is a
legend, both for his copywriting abilities and his insistence that
advertising must be tested in order to find out what works and what
doesn't. Advertising legend David Ogilvy credits (an earlier edition of)
this book with teaching him "most of what I know about writing
advertisements." I guarantee it will teach you a lot too.
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this book from Amazon.com
(U.S.)
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this book from Chapters.ca (Canada)
 Caples, John,
How to Make Your Advertising Make Money, Prentice Hall, 1983
A further treatise on how to create advertising that sells your
products/services instead of being creative, funny, entertaining, or any
other useless characteristics favoured by many advertisers. Caples is the
master...you'll be learning from the best when you read this book.
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this book from Amazon.com (U.S.)
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this book from Chapters.ca (Canada)
 Hatch,
Denny, and Don Jackson, Denison Hatch, 2,239 Tested Secrets for Direct
Marketing Success: The Pros Tell you Their Time-Proven Secrets, NTC
Business Books, 1999
Just like the title says, this book is a treasure chest full of
marketing tips and secrets from the top marketers around. Every page
presents you with specific techniques that have been proven to work so you
don't have to make the same mistakes that others have.
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 Hopkins,
Claude C., My Life in Advertising and Scientific Advertising,
Reprint Edition, NTC Trade, 1986
These classics were originally written in the 1920's, with Scientific
Advertising being one of the first books ever to provide serious
instruction on the art of writing advertising that sells and not settling
for anything but tested results. Much of what Hopkins had to say is still
true today. Sadly, most people who create advertising still don't know it.
A must-have book for every serious marketer's library.
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Lant, Jeffrey, Cash
Copy: How to Offer your Products and Services so your Prospects Buy
Them...NOW!, Jeffrey Lant Associates, 1992
Jeffrey is anything but subtle, but he tells it like it needs to be if
you're serious about writing copy that sells. The first chapter,
"Twenty-one Egregious Copy Errors—and Why You Make Them"
should be required reading for anyone who ever attempts to write
advertising copy.
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 Levinson,
Jay Conrad, Guerrilla Marketing: Secrets for Making Big Profits from
your Small Business, Third Edition, Houghton Mifflin, 1998
This was the book that started the now seemingly out-of-control
Guerrilla series. It remains one of the very best introductions to the
right mindset to use for marketing your business if you have less than a
multi-million dollar advertising budget. (Come to think of it, it wouldn't
hurt to apply some of these ideas even if you do!) Levinson has a very
good understanding of the role of marketing and the fact that—as we
say—everything your business does is marketing.
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 Levinson,
Jay Conrad, Guerrilla Marketing Weapons: 100 Affordable Marketing Methods
for Maximizing Profits from Your Small Business, New American Library,
1990
If you don't find something that will improve your results in these
100 weapons, you should be writing your own books. An excellent follow-up
for you to read after Guerrilla Marketing and get some practical examples
of how to apply those ideas.
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this book from Amazon.com (U.S.)
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 Lewis,
Herschell Gordon, Sales Letters That Sizzle: All the Hooks, Lines, and
Sinkers You'll Ever Need to Close Sales, NTC Publishing, 1999
If you're only going to read one book on writing direct mail letters,
this is the one. Lewis is a master of the art, and he tells you how to do
it in a straightforward humorous style with lots or real examples
(good and bad). I still refer to his 100 ways to open a letter when I get
stuck.
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this book from Amazon.com (U.S.)
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 Lewis,
Herschell Gordon, Catalog Copy That Sizzles: All the Hints, Tips, and
Trick of the Trade You'll Ever Need to Write Copy That Sells, NTC Publishing, 1999
Lewis turns his attention to the special requirements and subtleties
of writing catalog copy that sells. His humour and real-life examples make
it a fun read despite being absolutely full of great how-to information.
His "Fourteen Kinds of Catalog Copy" will help anyone find and
perfect a style and voice that will help sell more products.
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 Lewis,
Herschell Gordon, On the Art of Writing Copy, Second Edition,
AMACOM, 2000
Lewis makes the subtle—and not so subtle—techniques of writing
great selling copy seem so obvious that anyone should be able to do it.
(Oh, if only it were that easy...) Even if you're not a master of the
written word like he is, you'll know a lot more about doing it right after
you've read this book.
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 Lewis,
Herschell Gordon, Direct Mail copy That Sells, Prentice Hall, 1984
If you're serious about writing great copy, you can never read too
much from Lewis. This book contains more gems on the art of copywriting.
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this book from Chapters.ca (Canada)
 Ogilvy,
David, On Advertising, Random House, 1987
One of the most famous—and successful—names in advertising
history, Ogilvy was also a great student of the field. What's rare for
someone in general advertising in his day is his understanding that the
lessons and attitudes of direct marketing needed to be applied to all
advertising and that sales were the only real goal of good ads..
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this book from Amazon.com
 Schwab,
Victor O., How to Write a Good Advertisement, Wilshire Book
Company, 1985
This book deserves its reputation as a classic in the field. Schwab
was a copywriter for 44 years and the depth and detail of the instructions
he provides here prove that he was a master practitioner. His chapter on
"How Long Should Copy Be?" should be required reading for
everyone who buys, sells, or creates advertising.
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(U.S.)
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Slutsky, Jeff, with Mark
Slutsky, Streetfighter Marketing, Lexington Books, 1994
This book teaches small businesses how to cost-effectively market
themselves on the local level. Full of inexpensive, practical ideas you
can implement to build your business and lots of real-life examples.
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this book from Amazon.com (U.S.)
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