Bob Bly's recommended reading for marketers. (Promotion).In a recent issue of DM News, copywriter and author Robert W. Bly Robert W. Bly -- often referred to in the trade as "Bob Bly" -- is an authoritative writer on the subjects of copywriting, freelance writing, and other marketing/writing subjects. provided an annotated list of his ten favorite marketing books--a list worth repeating, although we'll skip the five he describes as "out of print and difficult to find." * How to Write a Good Advertisement by Vic Schwab (Wilshire Book Co., 1962). A common-sense course in how to write ad copy that gets people to buy your product or service. Best part 100 "archetypal ar·che·type n. 1. An original model or type after which other similar things are patterned; a prototype: "'Frankenstein' . . . 'Dracula' . . . 'Dr. Jekyll and Mr. Hyde' . . . " headlines that people still use in various forms today to create new controls (e.g., "When Doctors Feel Rotten, This Is What They Do"). * Tested Advertising Methods, Fifth Edition by John Caples, revised by Fred Hahn (Prentice-Hall, 1997). An up-dated version of Caples's classic book on the principles of persuasion PERSUASION. The act of influencing by expostulation or request. While the persuasion is confined within those limits which leave the mind free, it may be used to induce another to make his will, or even to make it in his own favor; but if such persuasion should so far operate on the mind as proven through A/B A/B Airborne A/B Afterburner (jet engines) A/B Air Blast A/B Answerback A/B Auto-brake A/B Air Bus A/B Afterburning splits. Scientific Advertising by Claude Hopkins Claude Driskett Hopkins (1903–1984) was an American jazz stride pianist and bandleader. Claude Hopkins was born in Alexandria, Virginia in 1903. Historians differ in respect of the actual date of his birth. His parents were on the faculty of Howard University. (Bell Publishing, 1920). A book on the philosophy that advertising's purpose is to sell, not entertain or win creative awards-and how to apply this philosophy to create winning ads. * Method Marketing by Denny Hatch (Bonus Books, 1999). A book on putting yourself in the customer's shoes. Packed with modern direct response success stories, including Bill Bonner of Agora agora (ăg`ərə) [Gr.,=market], in ancient Greece, the public square or marketplace of a city. In early Greek history the agora was primarily used as a place for public assembly; later it functioned mainly as a center of commerce. Publishing and Martin Edelston of Boardroom. * Advertising Secrets of the Written Word by Joseph Sugar-man (DelStar, 1998). How to write successful advertising copy by a modem master of the space ad. Best part: The 24 psychological triggers that get people to buy. Most, if not all, of these titles are available in bookstores and at Amazon.com. Denny Hatch's is also available at his website, www.methodmarketing.com |
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