EVERY SERIOUS MARKETER, BUSINESS OWNER AND ENTREPRENEUR NEEDS TO GRAB THESE BOOKS. THESE BOOKS HAVE CREATED MANY, MANY, MANY MILLIONIARES. Publishers. Retailers. Wholesalers. Contractors. Professional Advisors. Real Estate Guys. Insurance Guys. Financial Advisors. Online Sellers. Weight Loss-Vitamin Sellers. Income Opportunity Sellers. And more. Lot’s Lot’s more.

Please Note: When it comes to getting more customers, more sales, and more profits… you need to STAND on the shoulders of giants. Here is my list of the best marketing books written by MARKETING GIANTS.

Get them. Digest them. Make money with them. 

Mind you… I’ve been in the marketing business for some 30 years. I’ve spent thousands upon thousands of dollars over the years in marketing books, special reports, marketing seminars, exclusive marketing newsletters, etc.

I’ve been more or less like a mad scientist when it comes to what works and what does not work in marketing.

I’ve been a student of Gary Halbert. Jay Abraham. Barrie Bedell (and his Father Clyde Bedell) and others like Clayton Makepeace, John Carlton, etc. So…

… Here is my list of MUST HAVE advertising and marketing books (by giants) you need to help develop your business savvy. And WHY –

  1. Breakthrough Advertising. – Gene Schwartz
  2. The Robert Collier Letter Book—Robert Collier
  3. How To Make Your Advertising Make Money. – John Caples
  4. How To Convert White Space Into Advertising That Sells. – Clyde Bedell
  5. How To Write Advertising That Sells. – Clyde Bedell.
  6. Scientific Advertising/My Life In Advertising– Claude Hopkins
  7. The Gary Halbert Letter
  8. Influence: The Psychology Of Persuasion – Robert Cialdini
  9. Tested Advertising Methods (4th edition) – John Caples
  10. Million Dollar Mailings. – Denny Hatch

Why Breakthrough Advertising: I read this book about once a year. It may cost you over $100 to buy this book online. It’s worth it. It is perhaps the most advanced marketing book you can find. It’s not about “marketing” so much as it’s about “MARKETS”. Understanding MARKETS is far better than understanding marketing. There have been many a fool who have stumbled into a “market” and made fortunes even though they were not clever about “marketing”.  This book will take you through the 5 stages of market awareness about your product or service. If you know what stage of awareness they have about you or your industry, you can move your marketing message to take advantage of that stage and kick-ass when it comes to making more money than your competitors. Many millionaires point to this book as the source of their success.

Why The Robert Collier Letter Book: Robert Collier was a direct marketer throughout the 1930’s, 40’s and 50’s. These are the letters he wrote to sell everything from books, to rain coats, luggage, heating coal, etc.  Knowing that he sold millions of dollars worth of products during the GREAT DEPRESSION… gives hope to you RIGHT NOW… in marketing your product in today’s economic turmoil.

Why How To Make Your Advertising Make Money: You should buy all of Caples’ books. This one is one of my favorites. I have used his books for IDEA STARTER’s for many years.

Why How To Convert White Space Into Advertising That Sells: This is the advertising training course the National Newspaper Association commissioned Bedell to create to help newspaper advertisers create ads that make money. It’s a step-by-step copy-writing and graphic design course. It’s got some 600 ads in it with comments as to what the ad did right or wrong. This is the first book I read that help me understand how to create ads that make money. It covers graphics, headlines, planning, timing, copy, everything you’d need to be a complete copywriting genius.

Why “How To Write Advertising That Sells”: This is Clyde Bedell’s 1940’s book that was used in some University advertising and marketing classes. It’s really a great book to help you understand the mind of the buyer. And that is more important than being a graphic artist.

Why “Scientific Advertising/My Life In Advertising”: This is the “granddaddy” of all marketing books. It came out in 1927. Claude Hopkins wrote it at the end of his advertising career. He was the brains behind such brand names as Swift meat products, the Goodyear tire company, Pepsodent Toothpaste, and many other long-lasting brands that took his advice. He learned his skill in the 1800’s selling patent-medicines by mail. He kept careful records as to what ads worked and which did not. As I recall he was making some $200,000 a year in salary. That was when $200,000 was worth more than $1 million today. Some of his ads were so powerful, the police had to be called in to manage the crowds.

Why “The Gary Halbert Letter.” Halbert published his marketing advice during the 80’s and 90’s. It’s practical advice, samples, theory, and real life experience. He wrote a one-page letter that brought him as much as $20,000 a day. That letter was mailed out to millions of people for ten or twenty years. He also would charge as much as $15,000 to $20,000 to write a letter for clients. His advice is intriguing and helpful.

Why “Influence: The Psychology Of Persuasion”: The author put this book together after he realized he was a “sucker” for a good sales presentation. “Why?” He wondered, did he fall for this stuff.  So he breaks down all the elements we use in persuasion. If you’re into selling at all… face-to-face selling… online selling… direct mail selling… any kind of selling… get this book. He discovered by testing and research that if you use the word “BECAUSE” people will let you cut in line about 7 out of 10 times. Read this book BECAUSE you should.

Why “Tested Advertising Methods” (4th edition): Don’t bother with the “5th” edition. It’s useless compared the 4th edition. Even though both editions bare his name, the latest edition was put together by some guy who bastardized the information. You’ll learn from the 4th edition. You’ll chuck the 5th. The 4th is all about TESTED, PROVEN methods and ideas. The 5th edition is mere opinion and guesswork.

Why Million Dollar Mailings: Denny Hatch did yeoman’s work putting together all the mailing packages that were proven to make over one million dollars in sales. You’ll see the letters, the graphics, and comments from the ads’ creators as to why they did what they did. One clever thing about this book is that you can use the graphics as a model to build your web sites.


  • USE THESE IDEAS IN YOUR online advertising or offline advertising. Website, emails, direct mail, print ads, sales pitch, phone scripts, etc.
  • Take immediate control of your financial destiny.
  • Discover Proven Ways To Get More Customers.
  • Put selling ideas to work for you that others proved in real, life circumstances.
  • Tested ideas.
  • Proven Selling Principals.
  • Why one ad made millions and another ad failed miserably.
  • Effortlessly grow your business.
  • Create your own growth momentum.
  • Increase your cash-flow while your competitors struggle.
  • Become a fearless marketer. And a fearless advertiser.
  • Enjoy results guaranteed by the experience of some the greatest minds in advertising.
  • Experience growth while other companies may close doors and lay off staff.
  • Get more customers and more cash without increasing your ad budget.
  • Let this new kind of advertising buy you a new house, pay for your kids’ college, or feather a golden nest egg… like you always wanted.

All these books together will steer you into greater profits. No matter what your industry or product line. You head will be spinning with ideas. Good ideas. Real, selling ideas. You don’t have to rely on hunch or intuition. Get rid of guess work or mere opinion.


If you can’t be bothered reading all these books, you can always pick up the phone and pick my brain. Ask me your toughest marketing questions. Or just hire me to create the marketing/advertising that can really turn things around for you and your company.

LISTEN: Some things work and some things don’t. These marketing giants of the past will make your own marketing efforts easier and more profitable.

If you want marketing help – Call me.

Linwood Austin