By Denny Hatch, Don Jackson
"A 10-pound middle of Godiva goodies could not almost certainly be extra scrumptious and enjoyable 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 around the globe DraftDirect around the globe "What a treasure chest for direct retailers round the world!" -- Bob Stone, Chairman Emeritus Stone & Adler "What an excellent thought this e-book is . . . for studying and reference by means of pros and newcomers alike. it is a nice learn, well-organized." -- Martin Baier "Denny Hatch and Don Jackson have performed our a good provider. . . . someone who reads this booklet and places its classes to paintings will revenue mightily from it." -- Arthur Middleton Hughes, government vp ACS, Inc. "They omitted one "secret": purchase this book." -- Murray Raphel Raphel advertising "Hatch and Jackson rule with their new 2,239 validated secrets and techniques for Direct advertising luck. there is not anything else like it!" -- Jim Rosenfield, Chairman Rosenfield & affiliates "Denny and Don have performed it! . . . Their distinctive choice of the direct advertising industry's top secrets--covering exchange media to artistic and databases . . . to layout, achievement and online marketing . . . to testimonials and telemarketing, and lots more--will turn out to be a useful yardstick for pro direct dealers and neophytes alike. -- John Harrison, President DiMark, a Harte-Hanks corporation "Jackson and Hatch have . . . prepared a readable anthology of the foundations for making direct reaction and advertisements paintings in any business." -- Henry R. "Pete" Hoke, writer Emeritus Direct advertising journal "This one's for we all . . . no matter if you simply entered the enterprise or have grey on your hair, this booklet is a needs to. . . . The 'rules' that Hatch and Jackson offer are the results of the stories of a few of crucial innovators in direct advertising. the result's not just a great tool which i'll use usually, yet a compendium of really vast ideas!" -- Jerry Reitman, government Director Chicago Direct advertising academic beginning "I was once overjoyed to discover this quantity is greater than only a gold mine of principles. it is extra like an excellent novel. Open to any web page, and it truly is tough to place down." -- Jim Kobs, Chairman Kobs Gregory Passavant
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Extra info for 2,239 tested secrets for direct marketing success
I rely on it rather than my own intuition for guidance. Wendell Forbes's Ethic The purpose of being in business is not to make money; the purpose of being in business is to be of unique, important, and meaningful help and value to the customer. Then it will follow, "as night the day," that you cannot help making money. Cause marketing? What's that? I thought all marketing routinely held the welfare of the customer as the top priority. John J. Fleider's Canons Basic human motivations are a constant; only the how in satisfying them changes.
They also forget to key in such a way that when the distribution takes too long they can't research how and when their inserts were distributed. For example, if the distribution will take three months, it makes sense to key your inserts in such a way that you can tell when the first month is completed and so forth. The small extra expense with the printer can save you headaches and cut your aspirin bill. Use the right sources. Just as you should be using a knowledgeable broker, you should have the right printer, direct mail consultant, and, where necessary, the correct mailing house working for you.
But your customers are experiencing those best-in-class processes from someone, and they are measuring your delivery against that someone, whether it's your direct competitor or not. It's much more rewarding to keep a customer than to get a new one. What are your processes for keeping customers with you? Many firms don't give that end as much attention as they do the front end, but that is where the money is to be made. Cross-selling, repeat purchases, renewals, and word of mouth all reflect customer loyalty.
2,239 tested secrets for direct marketing success by Denny Hatch, Don Jackson