Download e-book for iPad: 2,239 tested secrets for direct marketing success by Denny Hatch, Don Jackson

By Denny Hatch, Don Jackson

ISBN-10: 0844230073

ISBN-13: 9780844230078

"A 10-pound middle of Godiva candies could not in all likelihood be extra scrumptious and pleasurable than the juicy nuggets that fill this anthology of direct advertising wit and knowledge. learn it slowly. it is a booklet to be studied, to be savored, and--of course--to be unashamedly stolen from." -- Emily Soell, Vice Chairman/Chief inventive Officer all over the world DraftDirect all over the world "What a treasure chest for direct retailers round the world!" -- Bob Stone, Chairman Emeritus Stone & Adler "What an excellent proposal this e-book is . . . for studying and reference by means of execs and newbies alike. it is a nice learn, well-organized." -- Martin Baier "Denny Hatch and Don Jackson have performed our a superb provider. . . . somebody who reads this e-book and places its classes to paintings will revenue mightily from it." -- Arthur Middleton Hughes, government vice chairman ACS, Inc. "They omitted one "secret": purchase this book." -- Murray Raphel Raphel advertising "Hatch and Jackson rule with their new 2,239 proven secrets and techniques for Direct advertising and marketing luck. there is not anything else like it!" -- Jim Rosenfield, Chairman Rosenfield & affiliates "Denny and Don have performed it! . . . Their certain selection of the direct advertising industry's top secrets--covering trade media to artistic and databases . . . to layout, success and online marketing . . . to testimonials and telemarketing, and rather a lot more--will turn out to be a useful yardstick for professional direct dealers and neophytes alike. -- John Harrison, President DiMark, a Harte-Hanks corporation "Jackson and Hatch have . . . equipped a readable anthology of the principles for making direct reaction and advertisements paintings in any business." -- Henry R. "Pete" Hoke, writer Emeritus Direct advertising and marketing journal "This one's for we all . . . no matter if you simply entered the company or have grey on your hair, this booklet is a needs to. . . . The 'rules' that Hatch and Jackson supply are the results of the reports of a few of an important innovators in direct advertising. the result's not just a great tool which i'll use often, yet a compendium of really gigantic ideas!" -- Jerry Reitman, govt Director Chicago Direct advertising and marketing academic starting place "I was once extremely joyful to discover this quantity is greater than only a gold mine of principles. it truly is extra like a superb novel. Open to any web page, and it is tough to place down." -- Jim Kobs, Chairman Kobs Gregory Passavant

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Extra resources for 2,239 tested secrets for direct marketing success

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For this reason we conceived of this book. Over the last 400 years a formidable body of knowledge has developed, not only about the techniques of reaching people where they live and work but also in human psychology, which is crucial to the business of persuading people to respondto act. Page x To codify at least some of the 400 years of experience, we sent requests to hundreds of direct marketers, asking them to share their knowledge and wisdom. The result, some 2,239 secrets, maxims, and formulae, are here to guide you in your work and give you the opportunity to take advantage of the best direct marketing arena in the world.

For relative newcomers, it is our hope that this book will serve you well but that it will be just the beginning of your explorationand successin direct marketing. And from all, we welcome comments, criticisms, and, above all, your ideas for the second volume! Warmly, DENNY HATCH and DON JACKSON Page 1 Seven Secrets for Dealing with Rules John J. Fleider's Dictum Learn the current rules so you'll know when you are violating them. In direct marketing, as in any other field, if you don't know the rules, you will fail.

There are a lot of reasons why a given recipient doesn't respond at a given timenot because of your mailing but because of his or her circumstances at the moment. Page 10 Don't take my word for it. Read Dick Benson's book Secrets of Successful Direct Mail. One of his rules of thumb is that follow-up mailings two weeks after the first mailing pull 50 percent of the original response. Raymond Rubicam's Rubric The object of advertising is to sell goods. It has no other justification worth mentioning.

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2,239 tested secrets for direct marketing success by Denny Hatch, Don Jackson

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