Marketing Classics - Must Read Books from the Greats

Written by John Calder


© 2004, John Calder http://www.TheEzine.net

A large part of online marketing is really a high-tech version of classic direct sales techniques. From landing pages to affiliate recruitment to attracting list signups, all employ variations on classic marketing methods. With that in mind, there are several direct marketing books that are generally considered classics. These are worthy reading and study materials for all marketers.

One freely available book is "Scientific Advertising" by Claude C. Hopkins. A quick search on Google will reveal dozens of web sites that have posted this entire work for online reading, or that have made it available for download as an ebook. This relatively short book, published in 1923 and now inrepparttar public domain, has had a profound impact on many great marketers and advertisers that followed, and is atrepparttar 119971 very core of more expensive marketing courses. Hopkins believed advertising was "salesmanship multiplied", and isn't that concept true when applied to Internet marketing as well? This book is a bargain at any price, and since it's now available free, there's no excuse for not reading it.

Marketing and Multiple Streams

Written by John Calder


© 2004, John Calder http://www.TheEzine.net

We've all heard ofrepparttar idea of multiple streams of income, if from no other source, then from Robert Allen's books on that topic. But what does it really mean to build multiple streams of income? What does it take, and can anyone do it? What'srepparttar 119970 process, and where should an Internet marketer start?

For many new marketers,repparttar 119971 most common obstacle in their new business is just to get started. They will usually have an idea, whether for their own product or service or to work as an affiliate. They will buy ebooks, audios, software, study hosting plans, and so on, trying to learn everything they can. The trouble is, they can on doing those things and never actually do anything. There's nothing wrong with learning from various products, and there are certainly plenty of tempting marketing info-products available. But at some point, they actually have to do something.

Perhapsrepparttar 119972 second most common obstacle, and one that is hard for even veteran marketers to deal with, is difficulty in staying focused on one project, one goal, or one product. Marketers seem to be a curious lot, and by and large are naturally drawn to different paths of earning income, different marketing techniques, and yes,repparttar 119973 latest info-product or software ofrepparttar 119974 day. Even marketers who've gotten pastrepparttar 119975 idea that one-click will make them rich still tend to fall intorepparttar 119976 habit of hopping between projects.

To truly understand what building multiples streams of income in Internet marketing is all about, let's carryrepparttar 119977 idea of to a real life analogy. Let's pretend we're farmers who need to irrigate our field so our crops will grow. These crops will both feed us, and provide us with an income since we can sell a portion of them. Nearby are several rivers, where water is plentiful. Step by step, what do we have to do?

First, we have to dig trenches in our field towardsrepparttar 119978 river, so water will flow to where it's needed. Did you noticerepparttar 119979 digging part? That means work has to come first, before anything else happens. You can buy allrepparttar 119980 manuals you want on digging trenches, you can ask others what they've done, you can study trench-gurus, and those are good things to do. Learn from experience. But inrepparttar 119981 end, no trenches will appear until you dig.

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