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By John Eberhard

Recently I wrote an article in which I was critical of many of the new marketing “gurus” that you see today. I talked about how most of them don’t even know the fundamentals of marketing, and how what is more important is knowing the fundamentals so you can work out your correct marketing strategy, since there is no “one size fits all” strategy in marketing.

So who are the real “gurus” or pioneers of marketing? The guys that you really have to follow and know? These are the guys that belong on that list in my opinion.

David Ogilvy

Ogilvy was the architect of the “image era” of advertising, through his top ad agency Ogilvy and Mather, and his book Ogilvy on Advertising is an excellent read.

Al Ries and Jack Trout

These guys revolutionized marketing with their book Positioning: The Battle for Your Mind. They have also written a number of other excellent books including Bottom-Up Marketing, Marketing Warfare, and The 22 Immutable Laws of Marketing. Ries later started writing books with his daughter Laura Ries, including The 11 Immutable Laws of Internet Branding.

Bob Stone

Stone’s book Successful Direct Marketing Methods is a staple in the direct marketing industry, meaning marketing asking for a direct and immediate purchase response.

Robin Williams

No, not the comedian. This lady wrote a book on design called The Non-Designers Design Book which is excellent and lays out some of the actual laws of design, which if you know them, your stuff looks a lot better.

Flint McGlaughlin

This guy has a whole series of brilliant videos on YouTube about testing your sales copy, and finding the best approach for headlines, sales copy and offers based on actual results, not opinion.

Russell Brunson

Here is an actual current day guru. He created the company Click Funnels, and he has written three excellent books on using funnels in marketing, Dotcom Secrets, Traffic Secrets, and Expert Secrets.

That’s the short list. My advice is to check out all of these guys, the real gurus.