Being Direct Making Advertising Pay

by Lester Wunderman

Lester Wunderman is an advertising legend, the pioneering father of direct marketing, to whom we owe the ubiquity of the American Express card, the creation of Columbia Record Club, and high profile L.L. Bean. The visionary marketing techniques Wunderman conceived and perfected over his long and brilliant career transformed the advertising industry and will shape the interactive marketplace of the future. Here is his own story, in his own words, of how he did it---how he learned to make advertising pay. Includes a new introduction, direct from the author, which offers a new and relevant lesson about direct marketing in 2011. Proceeds from the sale of the e-book, Being Direct, benefit The Mekong Trust, a not-for-profit organization whose prime purpose is to improve the education and potential employment prospects of underprivileged, isolated children living along a stretch of the Mekong River in Northern Laos.

Genres: Business, Biography

336 pages, Kindle Edition

First published January 1, 1997

Reviews

[Kristian · Rating 2 out of 5]

Read this for a project at work. It is an interesting read if you have an inclining towards marketing and advertising. Also, it is a look inside the mind of someone who created a global advertising agency. From my perspective after reading the book, Mr Wunderman was a bit of a genius and an incredibly hard worker but he also seemed to think very highly of himself and comes across as bit of an arrogant prick. I wouldn't recommend this book anytime soon unless you want to know more about direct marketing techniques and how to credit yourself with all the successes and shift blame of a failure onto others.

[Tim Matthews · Rating 5 out of 5]

What a great book. Age old lessons from direct mail that can be applied in today's digital world.

[mdy · Rating 4 out of 5]

Read this when I knew nothing about Direct Marketing and Email Marketing was becoming a lot more targeted. It was great as an eye-opener even though it was written more in a story-telling style rather than as a straight-to-the-point reference or how-to.

The opening pages have a section called "Nineteen Things All Successful Direct Marketing Companies Know" and that's probably the closest you'll get to a list of principles.

[Mike Bell · Rating 4 out of 5]

I enjoy learning the history, the why, the backstory; and this book doesn't disappoint. Wunderman gives his perspective on advertising and "Being Direct" is his style as well as the title. His 19 principles are still incredibly relevant. It all builds toward creating a relationship with the consumer; and that is what advertising today is all about.

[Jason · Rating 4 out of 5]

This really is an auto-biography and not a book on direct marketing tips. Still, it is a good read and a lot could be learned through the examples provided by Wunderman.

[Nate Desmond · Rating 5 out of 5]

You know those books you come back to repeatedly? This is one of those.

[Gianni · Rating 1 out of 5]

Half biography half history of advertising, interesting read. I couldn't help but feel a melancholy thread in those pages. Lester Wunderman is the most recognizable advertising guru on earth.

[Pkingy · Rating 5 out of 5]

The absolute read for all things direct marketing