> What is the best book, ebook, course, etc to
> learn the basics and advanced strategies
> about marketing (offline or online). I
> thought I knew it... I was wrong!!!

Hi Shawn,

I tend to think - read everything you can! Though, of course, there are some famous names whose stuff is good - no, great....

I'm a big fan of Joseph Sugarman, when it comes to advertising and marketing knowhow. I highly recommends his books, "Advertising Secrets of the Written Word" and "Marketing Secrets of a Mail Order Maverick".

I also like one of Joe Sugarman's students - Jon Spoelstra. His book "Marketing Outrageously" is also a must-read. He's the only person I can think of who has used a rubber chicken as part of his direct marketing campaign.... (It was an attention-getting device. The message was stuffed inside the rubber chicken! And yes - it was successful....)

You can read a lot of Gary Halbert's newsletters online for FREE. You have to take advantage of this. He's a copywriting genius.... Check them out here: http://www.thegaryhalbertletter.com/

For some good "nuts and bolts" marketing information, check out "How you too can make at least one million (but probably much more) in the mail-order business" by Gerardo Joffe. (It may be out of print - but get a copy however you can.) As you can tell it's about mail order marketing - but the PRINCIPLES of mail order marketing are VERY applicable on the internet. Gerardo Joffe made a million in mail order not once, but TWICE....

I've learned a LOT from Gordon Alexander.... His Remote Influence gives you an insight into his mesmerizing advertising writing technique. :)

Jim Straw's works are great too. They're not all about marketing, but they're all of exceptional quality and value. :)

BUT.... (and this is a lesson I learned from Gordon Alexander).... Some of the best lessons can be had FREE. How?

It's all around you....

It arrives in your mail box - as direct mail advertising! It's on lots of web pages.... STUDY the words people use to write successful advertisements online. Look at successful advertisements in newspapers, etc. Even order a product, just to go through the process.... This is a way to get an education in marketing. Learn from what's going on all around you....

Like many people, I keep a so-called "swipe file".... To me, it's more of an "inspiration file". It's a folder I keep full of great advertisements.... Some are old ones from magazines. Some are new, and printed off the internet. But they're all great examples, and very inspirational and educational....

But I don't think you can get everything from just one source.... I think there's no choice but to (1) read widely, and (2) try it out, and test, test, test....

- Dien Rice