This time of year, where I am, it’s a good time to catch up on some reading…
Inside, by the fireplace, while outside, cold winds wail and snow swirls.
I have a relatively large library with thousands of books. Here are some of the books in my permanent and/or current reference libraries that I consider among the most valuable and valued. I believe working your way through this list will transform your life in ways you cannot even imagine. Note this is only a partial list of the books that I highly recommend reading, owning and using. (NOT in any order of preference.)
- How To Write A Good Advertisement by Schwab
- How to Make (At Least) $1 Million In Mail-Order by Joffee
- Greatest Sales Letters Ever Written by Dartnell
- True Believer by Hoffer
- Be My Guest by Conrad Hilton
- What They Don’t Teach You At Harvard Business School by McCormack
- Secrets of Millionaires by Sterne
Business and Professional Success
- The Success System That Never Fails by Stone
- Winning Through Intimidation by Ringer
- Psycho-Cybernetics by Maltz
- Think and Grow Rich by Hill
Anything and everything by Jim Rohn. Anything and everything by Foster Hibbard. Anything and everything by Earl Nightingale.
One more that if you’ve been paying attention, you’ll note I recommend often, is What a Way to Make a Living—The Lyman Wood Story. This is for everybody, everyone who would call themselves a direct-response marketer. Rich lessons, but more fun than a barrel of monkeys.
Having just spent time at Info-Summit with legendary copywriter John Carlton, direct-response radio wizard and the brain that built Priceline.com, Fred Catona, author of Fascinate!, Sally Hogshead, and other rich direct marketing pros, an observation is fresh: these people are distinguished by their voracious reading, by their exchanging and scribbling down recommendations of things to read, by their “on alert” curiosity.
Theirs are very inquiring minds that want to know.
While there, I also joined a little dinner party of multi-millionaire venture capitalists and serial start-up backers. The two richest were the two most curious, the two least interested in b.s.’ing, most interested in discovering something they did not know from the new, odd fruit plunked onto their table—me.
“Have you read…?” – “You should read…” are very common exchanges among the uber-successful.
Rarely do I conduct a consulting day that I don’t get, from the client, a worthy recommendation of something to read, scribble a note, hand it off to my assistant, and get a book sent from Amazon.
Occasionally, people drop out of the No B.S. Marketing Newsletter, with the excuses that “it’s all too much to read” or “I don’t have time to read it”. Really successful people laugh when they hear this. It is as inane as saying you have no time to eat or breathe. Too busy to sustain life.
Earnest acquisition of electric knowledge is the “secret” of the successful. Not having time for it is a choice of the poor.
If you ask a successful or rich person at [5:00] P.M. what he knows that he didn’t know at 7 A.M., he usually has an interesting answer.
If you ask a poor person the same question, he almost never has an answer. He’s been busy, though, that you can count on.
NOTE: Speaking of books, I’ve just released No B.S. Guide to Marketing to Leading Edge Boomers & Seniors. This is a manual about getting money from those who have it and are, given reason and their interests met, very willing to spend it—on just about everything, and more of it, at higher than average prices than any other consumers.