Chris Collins (with Christian) presents a short YouTube video recommending influential books for marketers and advertisers. He frames marketing broadly (reputation, customer experience, advertising, science of advertising) and lists several specific works and authors as essential reads or useful references, often noting edition availability and personal copies. Key recommended authors/books mentioned: David Ogilvy (Ogilvy on Advertising; Confessions of an Advertising Man; unpublished selections), Claude Hopkins (My Life in Advertising; Scientific Advertising — recommended reading many times), Edward Bernays (Propaganda), Jay Abraham (Stealth Marketing), Gary Halbert (The Boron Letters and newsletters/swipe files), Damien Hirst (I Want to Spend the Rest of My Life Everywhere with Everyone One to One Always Forever Now; Theories, Models, Methods...), Michael Craig-Martin (on being an artist), and Joseph Albers (color books from Yale). Collins also comments on rarity, PDFs, and the marketing lessons drawn from artists' practices.
Chapters
I spent a little time going through the office. These aren't even the ones that I have at home. But marketing comes in so many different.
You know, applications. Right. Because marketing is your reputation. It's the customer experience. It's your actual advertising. It's the science of advertising, all that. Right. So get a pen and paper and write some of these down. The first one I want you to look into is David Ogilvy. So he is kind of considered one of the pioneers of advertising agencies. Now, this book that I hold in my hand is the unpublished David Ogilvy. A selection of his writings from files of his partners. And then what's funny, because this is like a, you know, kind of a limited thing. This was handed out in an event. Please join us. Ogilvy and Mathers, New York Orchestra staff meeting. A glance back at 1986 and a look ahead to 1987. And then it. The speakers. And then there's a little note in here that says, beverly, your private copy, Helen. And so this isn't a. A book that's widely available, but it's a kind of a limited little deal here.
Kind of fun.
That is pretty cool. I like those. I like those unique ones like that.
So the Ogilvy books I would buy that you can get on on Amazon or are Ogilvy on Advertising and Confessions of an Advertising Man. David Ogilvy. That's where I would start.
Okay.
Those two.
Yeah.
Oh, I hit the camera.
Nice work.
Next one is, I would buy this book. Now, you can get these books individually or they do that new thing where they put two books together. Have you seen that before?
No.
No. So my Life in Advertising and Scientific Advertising by Claude Hopkins.
Okay.
I would. I would get it combined. You'll see on Amazon. What's interesting is on the COVID of this book, there's a quote from Ogilvy, the Ogilvy that I just recommended.
Incestuous. If you.
He says nobody should be allowed to have anything to do with advertising until he has read this book, Scientific Advertising, seven times. It changed the course of my life. David Ogilvy, wow. The legend. David Ogilvy said that. So there you go. My Life in Advertising and Scientific Advertising. Two works by Claude Hopkins. Order that, dude. It's going to take you a while to read that. I do not believe that's on Audible. The next one. And I was talking about before how I like propaganda posters.
Yep.
Because they're visual, they get attention, they make a strong statement, they're very bold. There's a book by Edward Bernays.
Like what you put on.
Eggs. Is that Eggs Benedict.
Eggs Benedict. Bernays. Edward Bernays. And it's called propaganda. Read that book. That book's great. Propaganda. Everything is about propaganda.
Sure is. That's a great one. You know what's odd about that is I have two copies of that book and I couldn't find it anywhere. The next one, this book sells for a thousand dollars. I know you're looking at a piece of paper, but sells for a thousand dollars new. Wow. The good news is I found it online as a PDF so that's how I got it. So you can find it as a PDF if you look around.
Okay.
But it's Stealth Marketing by Jay Abraham. How to outmaneuver, outwit out market your most formidable competitors before they know what's it, what hits them.
I like it. I like the theory behind everything there.
Stealth Marketing by Jay Abraham. It's hard to find a real copy of it, but you can download the PDF online.
I feel like you want that. I can send you the PDF if you want to read it. It's pretty good.
No, that's a solid title and subtitle.
Okay then. I've talked about this one before. I love this look. Look how worn out this thing is. So this is Barren Letters by Gary Halbert. So I talked about at the end of the, the last show, Dan Kennedy. Dan Kennedy worked for Halbert. So Halbert is kind of the pioneer. A lot of marketers kind of came through Halbert's office and I, I know a lot of people that hired Halbert or went to his conferences. I would, I would get the Baron letters and read it so much. Funny about the Baron letters is these are letters he wrote his son Baron from prison.
You can learn a lot about marketing from a convicted felon criminal.
Yeah, yeah, for sure.
But that's not the point. He's, he's a, he was the kind of the pioneer of certain types of direct marketing and a philosophy. He also. There's a website out there. So if you Google Gary Halbert, his kids sell some of his stuff still in his newsletter. So you can download a bunch of them on their website for free. But we here in the office have the actual newsletters printed out that they sell. And I think that sells for like they're like, it's like a thousand dollars for all of them. But they're great to reference when you need subject lines or you're writing copy for email or something like that. They're just great for a swipe file. You want to have a swipe file. But the Baron letters and then anything by Gary Halbert, any of his courses, you can find them on YouTube. All that. Next one kind of one of my favorite books. And this one is it at home. So I don't have it here to open it up and read it, but Damien Hurst, the artist. Damien Hurst. So I talked about before.
Warhol.
Warhol. This one is called I Want to spend the rest of my life everywhere with everyone.
One to one, Always, Forever Now. Let me try that again. I want to spend the rest of my life everywhere with everyone one to one Always Forever now by Damien Hurst. Great book. A lot of pictures makes you work for it. Some of the stuff he writes backwards upside down. It's kind of. Or the copy I have is interactive. So you got to pull little levers and do little things. But you do not become one of the top selling artists of our time by accident. He understands the human psyche and just starting to understand his process and the amount of research and work he goes to is. It's marketing.
One of my favorite quotes of his is something to the effect of, you got to get him to pay attention before you can get him to care. Something like that. So if you can't get him to pay attention, you can't get them to care. So I want to spend the rest of my life everywhere with everyone one to one Always Forever now by Damien Hurst.
Super omnipresent, right?
What does that mean?
That you're everywhere all the time.
This is another one by Damien that just shows you.
Maybe don't order this book, but I like it shows you kind of the amount of research he goes in for stuff. It's a lot about death. It's not a real cheery book, but Theories, Models, Methods, Approaches, Assumptions and Results and Findings by Damien Hurst.
Very nice.
This isn't quite a marketing book, although I love his art. Michael Craig Martin. What's interesting about this book is that he was Damien Hirst's professor in college. So he talks about Damien in here. It's a great book. I give this to any friend that's an artist to read. So it's Michael Craig Martin on being an artist. I love his art. I have a couple of his pieces. I actually just bought another one of his pieces in an auction which I stole. You know, people are selling their art right now like crazy. But the second part segues. So this is. This is what we call in the business Christian a segue.
How does that work?
He writes in his book about Damien Hirst, but He was a student of the great.
Joseph Albers at Yale on color.
So we've got, like the six degrees of your marketing books. They're all connected.
Yeah, it has a lot to do with art, but it's marketing. So I love this, this book by Michael Craig Martin. But these books and these are kind of hard to get. But Joseph Albers was an artist. He was part of the Bauhaus movement from Germany, came over here after World War II, and somehow Yale convinced him to teach a course on color. Teach a course on color. And he did it. And as a gift to Yale after a couple years, he made these books that they screen printed and sold.
Wow.
And so if you're listening to this, these are, you know, it's two books in a. In a case, fairly large books. What's interesting about this, and one of the takeaways. And so the course here is.
Understanding color and how color interacts.
I actually really like the color on that book.
Now, when I've done my bulldog paintings, I've often referred to that book. And they also. Yale recently made an app for iPads. It's only for iPads. Kind of going through.
Going through this.
And I don't think I want to read this whole first couple pages to everyone. But.
The premise of the setup here.
Is that color is perceived differently by everybody. And the way color interacts changes the color. The way the light shines on a color, the texture of whatever the color is put on changes the color. The other colors in the room with the color changes the color and colors together. So, like in there, he teaches you how to make three colors look like two. That sort of thing. And what colors go together but clash. That. That sort of thing. And so that's kind of the setup in here is the first thing that he would do is he would show everybody Coca Cola red, Coca Cola can. And then he would show them 30 different reds. And nobody could ever pick what the red was once the Coke can was gone, because it's in your imagination. And so I think that understanding marketing and understanding advertising is understanding how the human mind works and how perception of things and the interaction of things changes perception. So the Joseph Albert's introduction to color is incredible. Thanks so much for watching this clip of Service Driving Revolution. We're uploading new stuff every day, so make sure you subscribe and click the bell icon so you don't miss out. If you have a question you'd like us to answer on the show, call 8333, ask SDR and we'll answer your question on the show. That's 8333 ask SDR for special deals on our books and training. Head over to offers.chriscollinsinc.com now that's offers.chriscollinsInc.com I'm Chris Collins and I'll see you in the next video.
