Seventeen direct marketing classics

Here’s Drayton Bird’s direct marketing ‘must read’ book list

The late David Ogilvy said that UK direct marketing guru Drayton Bird “knows more about direct marketing than anyone else in the world.”

If you’re deadly serious about making money from your marketing, you could do a lot worse than invest in Drayton’s top seventeen DM classics.

I’d argue that it is not worth doing a marketing campaign – under any circumstances – unless you are going to seek a response of some kind. Advertising agencies will disagree. But I’d rather spend my cash on direct marketing and know exactly how many quids my investment has attracted, than on a TV ad produced to enhance a brand with no empirical evidence of return on investment.

Drayton Bird would agree and, gentleman that he is, I’m certain he won’t mind my reproducing his direct marketing ‘must read’ list here.

  • E-mail Marketing Made Easy, Malcolm Auld
  • Secrets of Successful Direct Mail, Richard V Benson
  • Commonsense Direct Marketing, Drayton Bird
  • How to Write a Sales Letter that sells! Drayton Bird
  • Tested Advertising Methods, John Caples
  • Eicoff on Broadcast Direct Marketing, Al Eicoff
  • Scientific Advertising, Claude Hopkins
  • Profitable Direct Marketing, Jim Kobs
  • Ogilvy on Advertising, David Ogilvy
  • Maxi Marketing, Stan Rapp and Tom Collins
  • The Great Brain Robbery, Murray Raphel
  • How to Advertise, Ken Roman and Jane Maas
  • Writing that Works, Ken Roman and Joel Raphelson
  • How to write a good advertisement, Victor Schwab
  • Successful Direct Marketing Methods, Bob Stone
  • The Solid Gold Mailbox, Walter Weintz
  • The End of Marketing as We Know It, Sergio Zyman