By Denny Hatch, Don Jackson
"A 10-pound middle of Godiva goodies could not probably 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 publication to be studied, to be savored, and--of course--to be unashamedly stolen from." -- Emily Soell, Vice Chairman/Chief inventive Officer around the world DraftDirect around the globe "What a treasure chest for direct dealers round the world!" -- Bob Stone, Chairman Emeritus Stone & Adler "What a super inspiration this booklet is . . . for studying and reference through pros and rookies alike. it is a nice learn, well-organized." -- Martin Baier "Denny Hatch and Don Jackson have performed our a very good carrier. . . . an individual who reads this ebook 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 and marketing "Hatch and Jackson rule with their new 2,239 demonstrated 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 specific 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 loads more--will end up to be a useful yardstick for pro direct sellers and neophytes alike. -- John Harrison, President DiMark, a Harte-Hanks corporation "Jackson and Hatch have . . . geared up a readable anthology of the foundations for making direct reaction and ads 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 publication is a needs to. . . . The 'rules' that Hatch and Jackson offer are the results of the reports of a few of crucial innovators in direct advertising. the result's not just a great tool which i'm going to use often, yet a compendium of really tremendous ideas!" -- Jerry Reitman, government Director Chicago Direct advertising academic origin "I used to be thrilled to discover this quantity is greater than only a gold mine of rules. it really is extra like a great novel. Open to any web page, and it is difficult to place down." -- Jim Kobs, Chairman Kobs Gregory Passavant
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Extra info for 2,239 tested secrets for direct marketing success
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. The United States has 280 million relatively affluent people, all of whom speak the same language and all of whom are literate. To reach these consumers in their homes and workplaces, marketers can use some 24,000 lists and other delivery services. Break down those lists into smaller demographic and psychographic units, and you're probably looking at a quarter of a million separate lists.
This category, by definition, presents a group of noncompetitive advertising mailings to a common market. Carol Wright is typical, including both mail-order and direct-response offers along with package goods participants (coupons on brand items). Co-ops represent large numbers (up to 40 million) in a single drop and can usually provide good demographic selections. Although responses are not as high as those generally received from packages, co-ops are priced more competitively, at an average of $15/M.
Packages are usually given out free in high-traffic situations. Pricing ranges from $25/M to $40/M. Shelf life can be difficult to pinpoint. Card deck mailing. This vehicle usually consists of 20 or more 3 1/2;- by 5 1/2;-inch cards delivered polybagged together. Some are business reply cards; others give a phone or fax number for the order. Rate card prices average $25/M to $30/M and include printing from film. Most business-to-business and some consumer card Page 19 decks have come onto the market in recent months.
2,239 tested secrets for direct marketing success by Denny Hatch, Don Jackson