HOLY COW... that's good stuff on headlines -- especially the "Hidden Benefit" concept!!! WOW!!!

I'm seeing all sorts of applications for that -- on projects I'm working on RIGHT NOW!!!

I also love the chapter:

"Earn from $100,000 to $250,000 a Year and More as a Consultant by Making an Offer Almost No One Can Turn Down." p. 74 of the PDF

For years I freelanced for Russell Kern who owns the very successful Kern Direct DM agency in Woodland Hills, California. One of the biggest markets for DM is technology, and that's his agency's focus.

His SURE-Fire Direct Response Marketing is current, statistical, and covers it all, from strategy and creative to offers and analysis. It's especially relevant to lead-gen. I recommend it to my coaching clients who are niching in software, telecom, technology, Internet, B2B, and other categories where lead-gen is big.

I'm sure you can get the hardback at Amazon, but here's a link to an e-book version:

http://www.ebookmall.com/ebook/133423-ebook.htm

I love this book. Full of gems by folks from all over the direct marketing landscape!

Two other books that have helped me (beyond all the books already listed, including my favorite, Breakthrough Advertising by Eugene Schwartz):

- Stephen King On Writing, Stephen King
- The Platinum Rule, Dr. Tony Alessandra

Halbert recommends:

"The Closers".. Supposed to be a really good book on salesmanship.. Haven't read it but it's one of the first I'm going to order before xmas.

Also, Dan Kennedy's books, John Caples of course... Basically all the good copy stuff. And the Bible of Advertising: The Scientific Advertising/My Life In Advertising double-edition. It's the best book I've ever bought, period.

If my "Christmas Intelligence" is accurate... I believe I'll be the proud owner of 4 to 6 of these gems as of the 25th.

Thanks to everyone who responded...

I'm working on a compiled list of the titles posted here -- i'll try to put it back up soon.

Well JP...what 4 to 6 books did you end up getting?

J-

Yes JP. which did you get?

"Breakthrough Advertising" by Schwartz and "Influence" by Cialdini are my favorites.

In my coaching program I talk about how effective interviewing can uncover hidden objections, hidden emotional triggers and hidden reasons to buy.

The chapter, "How I Find The Hidden Objection" in Frank Bettger's book,

"How I Raised Myself From Failure To Success In Selling" is a great read.

Shaune

PS: Has anyone read "Persuasian" by Lakhani?

I have. His personal story is quite compelling but I didn't find the book to be at all "groundbreaking."

As you said in another post, Shaune, sometimes it helps to reinforce a concept from a slightly different perspective. The book serves that purpose, but Cialdini is still the standard in my view.

D.L's discussion of the importance of intent when using these techniques is worthwhile.

I recently read another book on persuasion by Steve Cohen, "The Millionaire's Magician" that was useful, especially for use in personal interaction.

All I can say is WOW! I've been reading, highlighting and notetaking for the last week or so. I received the following titles... and I'm having a blast going through them.

Here they are:


How to write a good advertisement
Victor Schwab

Advertising Secrets of the Written Word
Joseph Sugarman

Influence: The Psychology of Persuasion
Robert Cialdini

My Life In Advertising / Scientific Advertising
Hopkins

The Lazy Man's Way to Riches
Completely revised, updated and expanded by
Ricahrd Gilly Nixon
based on the book by the original "lazy man", Joe Karbo
(Looks like this is an "update" version "3.0")

2,239 Test Secrets for Direct Marketing Success
Denny Hatch / Don Jackson

Tested Advertising Methods
John Caples

The Robert Collier Letter Book
Robert Collier
(was ordered for me... still awaiting arrival)

NOTE: I mentioned in another post on this board that "How I raised myself from failure to success in selling" is one of a small handfull of books that have a permanant home on the bookshelf immediately next to my desk -- always within reach. A powerful classic.