Eugene Schwartz is best known for writing the advanced
copywriting book "Breakthrough Advertising" - which is
truly extraordinary and you should read it if you write
copy professionally.
"Mail Order" is not so intense by a long shot - it's sort
of structured as a "brain picking" experience. Schwartz
writes each chapter on a particular topic in mail order,
like renting lists - then he interviews and expert in
the field of lists. It's cool because Schwartz was an
advanced mind in mail order, so his questions are insightful.
You get interviews with David Geller, Sol Blumenfield,
Robert Castle, Frank Gesualdi, Michael Baron, Lester
Wunderman, and Richard Benson.
The book is really written to educate people who already
have a business that is working and want to expand into
mail-order - so it's not about starting a mail order
business at your kitchen table with $100 in capital.
That's not to say anybody who is interested in mail
order couldn't benefit from this book, but it's not of
the "become a mail order millionaire in 3 months"
variety of hypey titles about the business. It's a
business-like book for people who have been in business
for awhile and have some resources.
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