Nancy Schwartz asked this question of people recently. It got me thinking. I have read a lot of books and most of them would come recommended and 9 times out of 10 I nod in agreement and like what I read. Many often inspire me to email myself with ideas on how I can change what I am doing, based on what is in the book. So mostly, it is money well spent.
But when I was thinking about this question, only one book stood out…by a mile. I have to acknowledge Paul Dervan for recommending it to me (in fact he gave me his copy, which I still have!).
The book….Commonsense Direct Marketing, by Drayton Bird. (it is now updated to Commonsense Direct and Digital Marketing).
I read this book about five years into my career and it was a total game changer for me. It was a book that made me stop and think…..differently.
This book isn’t full of jargon, so its pretty accesible. It is crammed full of examples. Wherever Drayton makes a point (and he is always pretty straight to the point, calls it as he sees it) he has an example to back it up. The book may look a bit college/text booky when you pick it up…but its not. Its full of practical insights.
This is the kind of book that gives you ideas and inspiration after every few pages. This is a funny book, engaging, entertaining….and educating.
What is great about this book is the fact that it is a reference. Some of the examples are old, but they are really relevant.Which makes them timeless.
And if you don’t believe me….here is what someone who knows a lot more about a lot more than I do had to say about it…
“Drayton Bird knows more about direct marketing than anyone else in the world. His book about it is pure gold”.
This book is indeed, pure gold. Here is why I like Drayton!