Marketing Classics: Two Years Old is Too Old

I just came across this statement in the preface of a book published in 1986:

“Generally speaking, any book more than two years old is of questionable value. Books more than four or five years old are a menace.”

Marketing ClassicsNaturally, this caught my eye!

To be fair, the book in question was published by Nolo Press. Since Nolo specializes in taxes and legal issues, the warning is probably a good one.

(I published a book myself in 1991 on financial and tax planning. Five years later I got a request from the publisher, John Wiley & Sons, to reprint the book IN CHINESE. Well, for sure those Chinese readers were in for a treat of questionable value! But I digress . . .)

To get back to the book in question, however. It was on the topic of marketing, mostly direct marketing. In fact, it was on how to market without advertising (the name of the book, surprise! is Marketing Without Advertising, by Michael Phillips and Salli Rasberry) and it is filled with excellent observations, some great cartoons, and an easy-to-read discussion of building and implementing a marketing plan.

Yes, the references to “rolodex parties” are out-dated, but not the idea of getting friends or colleagues to share their contacts with you!

Marketing classics are just that: Classic!

The point of all this is that if you have access to some of the classic resources, whether in your own collection, at your local library or online, it is likely worth your while to track them down.

Yes, read them with an eye to what may no longer be applicable. But if they ARE business and marketing classics, the majority of the material is likely to be just as valuable as anything being written today. (And at the risk of sounding critical, I bet the majority of the material will be better written than what you’re finding today, too!)

Three of my favorite marketing resources.

The photo show three of the classics that I have used for years as resources. If you click on the links below you’ll go directly to an Amazon page where you can get full details. (Disclosure, we are Amazon affiliates and may receive a commission if you purchase through our link. It doesn’t impact the price you pay — but helps keep our website active!)

* Getting Business To Come to You, Edwards & Douglas. This is a 685 page reference manual of step-by-step processes, examples, checklists, action steps, charts and diagrams. Our copy is filled with bookmarks!

*  Shenson on Consulting: Success Strategies from the “Consultant’s Consultant.” Read and savor anything you can find from Howard L. Shenson. He’s one of our favorite masters.

* The Consultant’s Guide to Hidden Profits, Herman Holtz. Holtz is our second favorite master of consulting. This book has 101 boxed “insights” that are terrific; look for them. We have bookmarks in this book, too! (Holtz’s most well-known book: How to Succeed as an Independent Consultant.)

Good stuff is good. Use it, share it. Produce it yourself. Good stuff retains its value for years — and the very best gets even better!

The Marketing Machine®
Virginia Nicols





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