2,239 Tested Secrets for Direct Marketing Success

Overview

"A 10-pound heart of Godiva chocolates couldn't possibly be more delicious and satisfying than the juicy nuggets that fill this anthology of direct marketing wit and wisdom. Read it slowly. It's a book to be studied, to be savored, and—of course—to be unashamedly stolen from." — Emily Soell, Vice Chairman/Chief Creative Officer Worldwide DraftDirect Worldwide "What a treasure chest for direct marketers around the world!" — Bob Stone, Chairman Emeritus Stone & Adler "What a brilliant idea this book is . . . for learning and reference by
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Overview

"A 10-pound heart of Godiva chocolates couldn't possibly be more delicious and satisfying than the juicy nuggets that fill this anthology of direct marketing wit and wisdom. Read it slowly. It's a book to be studied, to be savored, and—of course—to be unashamedly stolen from." — Emily Soell, Vice Chairman/Chief Creative Officer Worldwide DraftDirect Worldwide "What a treasure chest for direct marketers around the world!" — Bob Stone, Chairman Emeritus Stone & Adler "What a brilliant idea this book is . . . for learning and reference by professionals and novices alike. It's a great read, well-organized." — Martin Baier "Denny Hatch and Don Jackson have done our industry a great service. . . . Anyone who reads this book and puts its lessons to work will profit mightily from it." — Arthur Middleton Hughes, Executive Vice President ACS, Inc. "They left out one "secret": Buy this book." — Murray Raphel Raphel Marketing "Hatch and Jackson rule with their new 2,239 Tested Secrets for Direct Marketing Success. There's nothing else like it!" — Jim Rosenfield, Chairman Rosenfield & Associates "Denny and Don have done it! . . . Their unique collection of the direct marketing industry's best secrets—covering alternate media to creative and databases . . . to design, fulfillment and Internet marketing . . . to testimonials and telemarketing, and so much more—will prove to be an invaluable yardstick for seasoned direct marketers and neophytes alike. — John Harrison, President DiMark, a Harte-Hanks Company "Jackson and Hatch have . . . organized a readable anthology of the rules for making direct response and advertising workin any business." — Henry R. "Pete" Hoke, Publisher Emeritus Direct Marketing Magazine "This one's for all of us . . . whether you just entered the business or have gray in your hair, this book is a must. . . . The 'rules' that Hatch and Jackson provide are the result of the experiences of some of the most important innovators in direct marketing. The result is not only a useful tool which I will use frequently, but a compendium of truly BIG ideas!" — Jerry Reitman, Executive Director Chicago Direct Marketing Educational Foundation "I was delighted to find this volume is more than just a gold mine of ideas. It's more like a good novel. Open to any page, and it's hard to put down." — Jim Kobs, Chairman Kobs Gregory Passavant
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Product Details

  • ISBN-13: 9780844230078
  • Publisher: NTC Publishing Group
  • Publication date: 12/1/1997
  • Edition number: 1
  • Pages: 368
  • Product dimensions: 7.35 (w) x 10.35 (h) x 1.13 (d)

Table of Contents

Acknowledgments
Welcome!
Seven Secrets for Dealing with Rules 1
General Secrets of Marketing 3
General Management 12
Alternative Media 17
Analysis of Results 24
Arithmetic 30
Back-End Marketing 44
Brochures 51
Business Segments 55
Catalogs 62
Copy 72
Creative - General 102
Database Marketing 110
Design 123
Direct Mail 133
Direct Mail Production 138
Direct vs. General Advertising 142
Direct-Response TV 149
Envelopes 162
Fulfillment 167
Fundraising 171
Guarantees 187
Headlines 190
Internet Marketing 194
Lead Generation 200
Letters 205
Lift Pieces 213
Lists 215
Media 250
Offers 259
Order Forms 279
Premiums 283
Reply Envelopes and Cards 286
Space Ads 288
Strategy 304
Sweepstakes 313
Telemarketing 319
Testimonials 328
Testing 330
Bibliography 341
Index 349
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