The great media prankster Alan Abel just sent me a signed first edition of one of the greatest advertising books ever written: My First Sixty Years in Advertising by the late genius Maxwell Sackheim.
Since I have a giant collection of books on marketing and advertising, I already have a copy of this classic. But I didn’t have a first edition, nor a signed one.
I do now.
Anyone who wants to excel online or off needs to study the masters. These include such giants as John Caples, Robert Collier, Helen Woodward, Victor O. Schwab, Bruce Barton and of course Maxwell Sackheim.
Sackheim was a creative thinker who invented many successful advertising concepts in direct response advertising history, many still used today.
Two of his best known programs are the Book-of-the-Month Club and the Negative Option Plan.
His most famous book is the one Alan gave me, but with the revised title, My First Sixty-Five Years in Advertising.
If you haven’t read the early bibles by legends like Sackheim, you have no business trying to master the art of persuasion today.
You have to learn the alphabet before you can master writing; you have to learn the thinking of our founding fathers (and sisters) of persuasion in order to write like them or possibly surpass their achievements.
Get busy.
Ao Akua,
Joe
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