Your Marketing Sucks

I first read this book in ~2004 and had good memories of it. In some ways it's unfair to judge the outdated references (mostly dot-com era) 16 years later. It's mostly focused on advertising and direct response, both of which have changed a LOT in the more advanced Internet age.

Some of the worthwhile takeaways:
- Don't just throw money at ads without knowing the results
- Don't do the same thing as everyone else, because nobody will notice you
- Look for opportunities to do more with existing customers
- Look for ways to amplify your efforts by doing multiple things at once (versus a little bit spread out over time)

I'm glad I revisited this book, but not sure it will go back on my shelf for another 16 years.