Lester Wunderman is an advertising legend, the pioneering father of direct marketing, to whom we owe the ubiquity of the American Express card, the creation of Columbia Record Club, and high profile L.L. Bean. The visionary marketing techniques Wunderman conceived and perfected over his long and brilliant career transformed the advertising industry and will shape the interactive marketplace of the future. Here is his own story, in his own words, of how he did it---how he learned to make advertising pay. Includes a new introduction, direct from the author, which offers a new and relevant lesson about direct marketing in 2011. Proceeds from the sale of the e-book, Being Direct, benefit The Mekong Trust, a not-for-profit organization whose prime purpose is to improve the education and potential employment prospects of underprivileged, isolated children living along a stretch of the Mekong River in Northern Laos.