By Denny Hatch, Don Jackson
"A 10-pound middle of Godiva candies could not almost certainly be extra scrumptious and pleasant than the juicy nuggets that fill this anthology of direct advertising and marketing wit and knowledge. learn it slowly. it is a e-book 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 world wide "What a treasure chest for direct dealers round the world!" -- Bob Stone, Chairman Emeritus Stone & Adler "What an excellent inspiration this booklet is . . . for studying and reference via pros and newbies alike. it is a nice learn, well-organized." -- Martin Baier "Denny Hatch and Don Jackson have performed our an excellent carrier. . . . someone who reads this ebook and places its classes to paintings will revenue mightily from it." -- Arthur Middleton Hughes, government vp ACS, Inc. "They disregarded 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 good fortune. 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 agents 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 and marketing journal "This one's for we all . . . even if you simply entered the enterprise or have grey on your hair, this e-book is a needs to. . . . The 'rules' that Hatch and Jackson supply are the results of the studies of a few of crucial innovators in direct advertising and marketing. the result's not just a great tool which i'll use usually, yet a compendium of really colossal ideas!" -- Jerry Reitman, government Director Chicago Direct advertising academic starting place "I used to be thrilled to discover this quantity is greater than only a gold mine of rules. it really is extra like an excellent novel. Open to any web page, and it really is demanding to place down." -- Jim Kobs, Chairman Kobs Gregory Passavant
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"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 and marketing 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 artistic Officer around the globe DraftDirect around the globe "What a treasure chest for direct dealers world wide!
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Extra resources for 2,239 tested secrets for direct marketing success
Why needlessly stick them for your excesses? Remember, small type often breaks up in fax transmissions. How many times have you received a fax on standard company letterhead where some ''artsy'' designer decided the phone and fax number should be in six-point serif type that is absolutely unreadable when it comes off the machine? Fax technology demands bold type that is large enough for mistakes. Treat your fax message like an ad. Spend as much time on writing and designing a fax promotion as you would a full-page advertisement; your message deserves no less.
It's not what you sell; it's what else you sell that's important. That's the whole point to the system and processes of direct marketing. Page 11 Don Jackson's Fundamental The better known you are (the greater the brand equity), the less you have to fight the credibility of the offer. Frank Watts's Cobweb Clearer Sell what you've got. Marketers can get so excited about creating new products that they give short shrift to their existing business. Angel Martin, "The Rockford Files" You can't make one thin dime giving people what they need.
Agonize over only one thing: hiring. The wisdom is apparent as we shift to the purpose-process-people business model from the form-follows-function models of the past. Note that seven of the 12 maxims focus on people! John J. Fleider's Fundamentals A company can become world class when it gets discretionary effort from its people. People will work to the level needed to keep their jobs. It's only by involving them to where they will give the organization their discretionary effortthey are totally aligned with the company's purpose and objectives and they think about and act on what is best for meeting themthat a company or an organization can move into a class by itself.
2,239 tested secrets for direct marketing success by Denny Hatch, Don Jackson