In the second of this series about the books and thinkers who have shaped copywriting and direct response marketing as we know it today…

…I am delighted to have the thoughts of David Garfinkel.

David is not only a master copywriter in his own right, but probably the #1 copywriting teacher and coach in the world today.

He also has a vast knowledge of both marketing and business history.

Here is his list of the copywriting books (and works) that have most influenced the industry…

David divides them into two eras, what he calls “Ancient” (before 1920) and “Modern” (after 1960).

Ancient (before 1920)

“Scientific Advertising, My Life in Advertising” – Claude Hopkins

“Reason-Why Advertising” – John E. Kennedy

“The Lasker Story, As He Told It” – Albert Lasker

Modern (after 1960)

“Thegaryhalbertletter.com” – Gary Halbert

(Editor’s Note: Not really a book, these archives are a real “treasure trove”)

“Commonsense Direct Marketing” – Drayton Bird

“Ogilvy on Advertising”, “Confessions of An Advertising Man” – David Ogilvy

“The King of Madison Avenue” – Kenneth Roman

(Editor’s Note: This is a book about David Ogilvy)

“Breakthrough Advertising” – Gene Schwartz

“BencivengaBullets.com” – Gary Bencivenga

“Direct Mail Guides” – Thomas Hall

“Method Marketing”, “Million Dollar Mailings”, “2,239 Tested Secrets For Direct Marketing Success” – Denny Hatch

David acknowledges that this is a relatively short list, but he chose to focus on those individuals who were (and are) not only great practitioners but who also pushed the industry forward in some way.

Once again, a big “Thank You” to David Garfinkel.  You can find out more about David at his “World Copywriting Blog” (www.WorldCopyBlog.com).

I can’t recommend David’s programs too highly.  Of the vast number of copywriting courses that I possess, his “Copywriting Templates” is the one that I value most highly and use most often.