If you’ve ever seen me talk live, you will know that one of my opening gags is that you can find all you’ll ever need to know about internet marketing in a book written by Claude Hopkins called “Scientific Advertising”.

In 1923.

Seriously, this book was first recommended to me by Ken McCarthy and I love it. It’s a bit dry, but the principles of direct marketing are all in there. Most of these principles are still sound for the modern day direct marketer on the internet. The only difference is that we can change things in a heartbeat, whereas in Claude’s day changing a headline, or the position of a picture on a direct mailshot took ages and cost lots of money – Claude would’ve been a zillionaire if he’d had the tools available that we do now.

If you’re serious about learning about marketing that really works, get this book..

(this version also has “My Life In Advertising” so it’s 2 for 1 and well worth the read).