There is a great scene in the movie Arthur, where Dudley Moore (Arthur) is asked “So just how rich are you?”, to which he replies… “I wish I had a nickel for every nickel I have”.
That little tangent was brought to mind by how many times I get asked how Hypnotists can learn more about Direct-Response Marketing.
How many times have I been asked? Well, I wish I had a nickel… you get the idea.
Now, don’t get the idea I don’t like the question. It tells me the person has a burning desire to succeed and they are smart enough to know they need to keep learning.
And since one of the principles I teach, is to only do a thing ONCE whenever possible, I’m going to publish this list here so I can refer people to it. And they can refer people to it. And so on.
And now, on with the show…
Tested Advertising Methods
by John Caples
If you only had one marketing/advertising book in your library… this would be it. Caples not only covers the extremely important subject of TESTING. He shows numerous examples of split tested headlines, asks you to pick which headline won, then shows you the real-world results. If this doesn’t inspire you to TEST everything you do… nothing will.
There are also numerous classic ads, and he covers the basics of how an ad should be structured.
Some of the best copywriters I know keep this beside their desk as a reference book. The headlines alone are worth it.
Note: Amazon has a cool new feature which makes it a no-brainer to buy these books if you want them. Wave your mouse over the image to see this new “preview” in action.
“Nobody should be allowed to have anything to do with advertising
until he has read this book seven times”
David Ogilvy – Founder Ogilvy & Mather
This book is like the Magna Carta of Direct Marketing. Claude turned the advertising world on it’s ear when he released this book. It’s short and to the point, and fortunes have been made using his principles of ‘sampling’, ‘couponing’, and measuring EVERYTHING.
You can read it in an evening, and spend a lifetime finding new ways to implement the principles. If ever there was a book that should be mandatory in business schools… this is it.
by Victor Schwab
One of the best books ever written on copywriting. When you read this one, you’ll never look at advertising the same way again. And your business will be better off because of it.
Probably the closest thing you’ll find to a cookbook on how to write ads that make money. And as with any good Direct Response marketer, there is a chapter on testing.
Ogilvy On Advertising
by David Ogilvy
David Ogilvy was once the most sought-after wizard in advertising, and built one of the world’s top firms (Ogilvy & Mather) all through the use of Direct Response Advertising. Sadly, the firm that bears his name does not even pay lip service to Direct Response these days. They have bought into the brand building image advertising like the other major ad houses, none of which is directly traceable.
This book is a window into the mind of a genius of direct response advertising. Filled with some of the most successful ads of his career with discussions on why they worked, and the thinking that went into them.
The most modern of these books, Triggers became an instant classic and is now a collectors Item. Lucky for you most of Triggers has now been re-issued.
You may know Joseph Sugarman as the man who created Blu-Blockers sunglasses. Sugarman had a long career in sales, advertising, & marketing and has sold millions upon millions of dollars of merchandise in his career. He’s one of the people that even the acknowledged ‘gurus’ of marketing will drop everything to learn from.
This book is one that hypnotists can benefit from in multiple ways, as it focuses on the emotional ‘triggers’ that motivate people to buy. Of course it is these same emotions that motivate humans to do anything, so not only will you be better at marketing, you’ll become better at understanding how to motivate your clients to change too.
by Eugene Schwartz
Probably the greatest book ever written on direct marketing and advertising. This book was selling for as much as $900 on eBay until just over a year ago. It has been republished by Boardroom Inc. This legendary direct mail publishing giant built its billion dollar business based on Gene’s unparalleled skills as a direct response copywriter.
This book is dense with secrets of selling in print Schwartz developed over his stellar career as a copywriter. His ads were unbeatable during his career at Boardroom.
This book isn’t for beginners, but is one to be studied over and over again once you have learned the fundamentals from the other books above.
The Robert Collier Letter Book
by Robert Collier
Robert Collier was one of the all-time great copywriters of sales letters and advertising.
Collier explained that, in order to write successful advertising, the writer must enter the conversation already going on inside the reader’s mind. One of the reasons he was so successful was his belief that a sales letter should read like a letter written to your best friend. And where you are telling them about this exciting discovery you just made and how they would benefit from it too.
The methods he used are just as effective today as when he employed them many years ago. Knowledgeable copywriters have considered The Robert Collier Letter Book to be an invaluable reference to have at their fingertips to create “salesmanship in print.”
Another book that has recently been reprinted, it wasn’t long ago that direct marketers would pay over $1,000 to get a copy for their library. Now you can get yours for less than $20.