How You Too Can Make at Least One Million Dollars (But Probably Much More) in the Mail-Order Business

This is one of the guru's of direct mail. He started and sold 2 companies, then bought them back (Hennikers is the current one). He speaks from great authority and does not hold back any secrets. This is the guy who runs those ads for $4.99 Swiss Army knives in the Wall Street Journal. And, he clearly explains why he does so (to build his in-house list). He also explains all the profitability ratios, etc. I have heavily underlined this book. He has an interesting story to tell (he's an emigrant from Europe to South America to the U.S., to MBA school, to a corporate job, to his own business). His opinions resonate throughout this book and leaves no doubt how to do anything. This is a great book.