The Complete Idiot's Guide to Direct Marketing

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Product Details

  • ISBN-13: 9780028642109
  • Publisher: Alpha Books
  • Publication date: 9/1/2001
  • Series: Complete Idiot's Guide Series
  • Pages: 384
  • Product dimensions: 7.38 (w) x 9.10 (h) x 0.91 (d)

Table of Contents

Part 1 Getting Started in Direct Marketing 1
1 Direct Marketing 101 3
Understanding the Direct Marketing Jargon 4
The Evolution of Direct Marketing 7
How Direct Marketing Differs from Other Advertising 9
The Direct Marketing Mindset 12
The Direct Marketing Customer 15
Arrows in the Direct Marketer's Quiver 16
2 Planning Your Direct Marketing Campaign 19
What Are You Selling? 20
What Products Sell Best via Direct Marketing? 20
Planning Your Front and Back Ends 22
Determining Your Marketing Objectives 23
Taking Aim at Your Target Market 24
Choosing Campaign Specifics 26
Determining Your Key Sales Appeal or Theme 26
Identifying Supporting Facts and Sales Arguments 27
Planning Your Offer 28
Don't Forget Project Planning and Management 29
3 Make Your Buyers an Offer They Can't Refuse 31
What Is an Offer--And Why It's Important 32
One Step or Two Step? 33
The Four Types of Offers 34
Selecting Response Options 36
Choosing Payment Options 38
How to Make Your Offer Stronger 41
Getting the Buyer to Act Now, Buy More, and Pay Up Front 42
Satisfaction Guaranteed or Your Money Back 43
Must Direct Marketers Charge Sales Tax? 43
Taking Credit Card Orders 44
4 Mailing Lists 47
A List of Available Lists 47
Where Can You Rent Good Mailing Lists? 49
Evaluating Mailing Lists and List Recommendations 51
Questions to Ask About Your Lists 54
Placing Your List Order 56
Getting Rid of Duplicate Names 57
Earn Extra Income by Marketing Your Mailing List to Others 57
5 Writing Copy That Sells 61
Long Copy Versus Short Copy: Which Works Best? 62
Determining Copy Content, Tone, and Style 63
Creating a Winning Copy Platform 64
The Motivating Sequence 65
Writing a Powerful Headline 67
Features and Benefits 68
More Tips for Writing Better Body Copy 70
6 Producing and Printing Your Direct Marketing Campaign 75
Calculating the Cost per Thousand 75
Graphic Design Guidelines 77
Photography and Illustration Considerations 78
Printing Preparation 79
Letter Shop 82
Postal Regulations 84
Part 2 Direct Response Formats and Media 85
7 The Direct Mail Package 87
The Outer Envelope 88
The Big Tease 88
Blind Mailings 89
The Sales Letter 91
Body Copy 94
The Brochure 98
The Lift Note 98
The Buck Slip or Premium Sheet 99
Order Forms That Close the Deal 99
Business Reply Envelopes (BREs) 99
8 Direct Mail: Longer Formats 101
Why and When to Use Long-Copy Formats 101
Long-Copy Direct Mail Formats 102
Organizing Your Long-Form Mailing 106
Designing Long-Form Mailings 107
Copywriting Techniques That Work in Long Formats 108
9 Direct Mail: Short Formats 115
Working with Self-Mailers 115
Choosing Your Format 116
Cost Considerations 119
Putting Self-Mailers to Work 119
The Secret of Self-Mailing Success 122
Writing an Attention-Grabbing Outer-Panel Headline 124
Boosting Response Rates to Your Self-Mailers 125
10 Catalogs 129
Writing Powerful Catalog Copy 129
Merchandising Your Catalog 131
Catalog Marketing Techniques That Work 132
Catalog Selling Starts on the Cover 134
Ideas to Boost Your Catalog Sales 135
Checklist for Effective Catalog Copy 137
Determining Your Proper Copy "Tone" 139
Calculating Your Catalog Real Estate 140
11 Profits from Postcard Decks 145
What Is a Postcard Deck? 146
Advertising in Postcard Decks 146
Don't Most People Just Throw Postcard Decks Away? 149
Writing Your Postcard's Headline 150
Writing the Body Copy 152
Illustrating Your Postcard 154
12 Alternative Media 157
Why Alternative Media? 157
Alternative Media Options 158
Getting Started in Package Inserts 162
Producing and Shipping Package Inserts 163
Big Advertising with Billboards 165
Transit Advertising: Ads on the Move 167
Integrating Alternative Media into Your Marketing Mix 167
13 Direct Response Advertising 169
Big Versus Small Ads 169
Media Buying for Direct Response Advertising 170
Getting Your Space Ads to Sell More Product 172
Making Money with Classified and Small Display Ads 179
Reducing Word Count (Advertising Costs) 181
Placing Your Classified Ads 181
Testing Your Ad 182
Advertising in the Yellow Pages and Business Directories 183
Part 3 Electronic Direct Marketing 185
14 Direct Response TV and Radio 187
Infomercial: The Commercial That Sells Like a Show 188
Shorter Formats 192
Other DRTV Options: HSN and QVC 194
Direct--Response Radio 194
15 Telemarketing 199
Why Telemarketing Works 199
Creating a Winning Telemarketing Script 201
Becoming a Telemarketing Master 205
Telemarketing and Direct Mail: A Powerful One-Two Punch 206
Telemarketing's Dynamic Duo: Feedback and Flexibility 207
16 The Internet: Direct Marketing for the Digital Age 209
Integrating E-Commerce into Your Direct Marketing Program 210
Building a Web Site 211
Designing Your Home Page 213
Taking Product Orders on Your Site 214
Links and Affiliate Programs 215
Banner Advertising 216
Internet Direct Mail 216
E-Zines and E-Zine Classified Ads 219
Advertising in Other Marketer's E-Zines 220
Part 4 Direct Marketing Applications 223
17 Direct Marketing to Consumers 225
Getting Started in Consumer Mail-Order Merchandise 225
What's in a Direct Mail Company Name? 228
"Romancing" the Buyer 229
Overcoming Buyer Resistance with Endorsed Mailings 232
18 Business-to-Business Direct Marketing 233
Getting Down to Business-to-Business 234
Selling Business Opportunity Offers 236
Reaching the SoHo Market 237
Industrial Marketing 238
Selling Tech Products to Non-Tech Executives 243
Selling to Middle Managers 246
Selling to Corporate Executives 248
19 Selling Services 251
Service Selling Is Different 251
Working the Phone Lines 252
Referral Marketing 252
Testimonials 253
Direct Mail: The Powerhouse of Service Marketing 255
Advertising Your Services 257
20 Selling "Information Products" 263
Understanding Information Marketing and the Information Buyer 264
Selling Information in the Information Age 267
Building the Buyer's Trust in You 270
Types of Information Products You Can Sell 271
Online Products 275
21 Lead Generation 277
Sales Leads Support the Sales Force 277
Direct Mail Formats That Work Best for Lead Generation 280
Successful Lead-Generating Copy Features 282
Solo Versus Series Mailing 283
Market Size and Handling Capacity 283
Evaluating Your Response 284
Other Lead-Generating Methods 285
22 Nonprofit Marketing 287
What Motivates People to Donate? 287
What Makes Fundraising Different? 293
Writing Powerful Fundraising Copy 295
Marketing a Political Candidates 298
Part 5 Measuring and Monitoring Your Results 301
23 Testing Your Way to Direct Marketing Success 303
Why Not Learn While You Test? 304
Tracking Results with Key Codes 304
Using Employees to Help Track Response 305
Statistically Valid Responses 306
How Many Test Pieces Must You Mail? 307
Rolling Out After a Successful Test 309
What Should You Test? 310
Ten Essential Rules of Tested Direct Marketing 311
When the Verdict Goes Against You 312
24 Tracking and Analyzing Response 315
Counting Returns 315
Response Metrics 316
Lifetime Customer Value 318
Response Boosters 319
25 Database Marketing 323
What Is Database Marketing? 324
Database Marketing Is Measurable 324
Gain Competitive Advantage and Control 325
Building Profitable Private Prospecting Databases 325
Demographic Overlays 328
Modeling Your Marketing Database 329
Choosing the Right Methodology 333
Appendixes 301
A Glossary 335
B Resources 339
Index 347
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