February 15th, 2005 by Bob Bly
A business owner recently told me, ?I hired an ad agency that seems to know nothing about direct marketing. When I asked their copywriter whether she?d read John Caples, her response was, ?I?ve never heard of him.??
He was surprised — and dismayed.
But is this as big as sin as he makes it out to be?
In my opinion, yes.
Direct marketing is more complex than most other forms of marketing (online marketing being the possible exception).
There are lots of principles you need to understand, based on millions of dollars of tested results.
To ignore this body of knowledge, accumulated at great cost, is foolhardy.
Especially since this knowledge is readily obtained by reading the books that the top direct marketing experts have written … books in which they freely share what they know.
Click here for my list of the 10 marketing books every direct marketer absolutely must read.
How many of these have you read? If you haven?t read them, why not? What books would you recommend instead?
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