This is the final article in a series of ten about the history of modern advertising and marketing.

We continue with those marketers that have helped to make the Internet what it is today.

Ken McCarthy

Since its inception in 1993, Ken has been a true pioneer of the World Wide Web.

He first worked with Mark Andressen of Mosaic (now Netscape) fame. He organized and sponsored the very first conference on the subject of the commercial potential of the World Wide Web.

Ken has never been far from the cutting edge of the Internet in all of the past 10+ years and his marketing skills are well-known.

Here's what Dan Kennedy says:

"Ken's been a regular speaker at my marketing conferences since 1993 and Amacord's been managing our web site since 1995.

"As people who know me well can tell you, I'm not easy on vendors and I don't recommend experts, service providers, and speakers lightly. Many are called, few make the cut. Fewer still are invited back again and again.

"I've been so impressed with Ken's mastery of marketing that I've included examples of his ad writing in my books and courses. His involvement in the Internet business dates back to 1993 and he has consistently given his clients (including me and dozens of my clients who I've recommended to him) straight, no nonsenseadvice in a field that is overrun with hype and false promises.

"I know that there is a lot of interest in e-marketing. I have bought materials from, talked with, met with and checked out over 30 different "Internet Marketing Gurus" over the past year or so - and have had very lucrative offers made to me to endorse or partner with them.

"I'm sticking with Ken. If you are interested in e-marketing straight talk, he's the guy you want to talk to. My highest recommendation."

Ken now puts back something of everything that he's learnt about the Internet.

His "System" seminars are "must attend" events. He puts together high calibre speakers and delivers the latest in Internet marketing techniques. System seminar faculty members include: Jim Maddox, Alex Mandossian, Yanik Silver, Perry Marshall, Jon Keel, and others.

Robert Imbriale

Robert has been marketing on the Internet since 1989. No, that's not a mis-print. Robert was a true pioneer long before the World Wide Web reared its head. By 1992 he was perhaps the very first person to be known as a professional online marketer.

By 1999 Robert founded Ultimate Wealth Inc.

He has mentored and helped thousands of netpreneurs since then. He is based in San Diego, California and is a regular speaker at his own, and other events.

Marlon Sanders

Marlon is a contemporary internet marketer extraordinaire. His flamboyant style keeps audiences on their toes.

He is famous for his ebook The Amazing Formula which claims to make marketing on the internet easy in a step-by-step approach.

Marlon believes so much in the power of testimonials he has collected over 100 pages of testimonials for his 'Amazing Formula' course.

Other works include Cash Like Clockwork and Gimme My Money Now.

Yanik Silver

Now here's a success story if ever there were one.

Yanik's background was in medical sales. It wasn't until 2000 that he got started marketing on the Internet.

I remember him saying that his mentor, Dan Kennedy, recommended that he read all about marketing and related topics at least one hour per day. Yanik said that he read at least 3 hours a day: "…so I guess it must have worked."

What better testimonial could you have than an internet master tell you how he gained his knowledge. A lot of what Yanik has read is the works of the old masters. And here's something else - Yanik doesn't just read a book - he studies them. Furthermore, if the book is a classic, he will read that book not once, or twice, or even three times - he may read it six or seven times.

Yanik prides himself on knowing very little about computers. How to build a website, write html, and the like. He leaves that to the "Geeks", but what he does know is how to market a product.

Yanik writes copy that is irresistible to the reader. He understands human psychology and what makes people buy. And he has learnt this technique by reading and continuing to read the right materials.

In the short time that Yanik has been marketing on the Internet, Yanik has been a prolific writer of ebooks, courses, and physical products. Some by himself - some as joint ventures.

His first venture was Instant Sales Letters which turned into a huge success almost immediately it was up for grabs.

Since then, Yanik has produced many, many products.

Yanik is a sought after speaker for many seminars and is a faculty member of Ken McCarthy's System Seminars.

Jim Edwards

Jim writes TheNetReporter.com a syndicated newspaper column helping "non-technical" people use the Internet. He also publishes a free ezine. And his: "I gotta tell you" newsletter is a required resource.

He is the author and co-author of several successful e-books and info-products.

The Internet needs more characters like Jim. He's a fun guy and that "boyish" laugh and original humor come out loud and clear in all of his work.

I gotta tell you to subscribe to his newsletters.

Conclusion

Mankind has come a long, long way in a short, short space of time. The last 100 years have indeed proved to be anadvertising whirlwind.

Advertising has gone from humble beginnings in 1904 with its first real definition and understanding, to this phenomenon called the Internet.

And in every decade of the last century something creative has reared its head. First it was John E. Kennedy with his definition , followed by Claude Hopkins with his scientific approach, then we had the likes of Walter Dill Scott, Haldeman Julius, Elmer Wheeler, John Collier, David Ogilvy, and more recently Ted Nicholas, king of Direct Mail and KenMcCarthy the original pioneer of the Internet. And the many others mentioned on the "tour." And many others not mentioned.

What a collection of genius. What progress.

There is a common denominator with all of these guys, every single one of them. And it is this: they have all studied human psychology.

All the top marketers, past and present, know how to sell because they know just what makes people buy. The hot buttons, the mind motivators, the psychological triggers. Call them what you like.

The resources within these articles lead you to the "secrets". Somehow, get your hands on these masterpieces. Study them, understand them, and you will do extraordinarily well.

Because to succeed in Direct Mail and the Internet you need to be able to write good copy. And to be able to write good copy you need to understand what makes people buy. These classics are your toolbox.