By Denny Hatch, Don Jackson
"A 10-pound middle of Godiva sweets 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 ebook to be studied, to be savored, and--of course--to be unashamedly stolen from." -- Emily Soell, Vice Chairman/Chief inventive Officer world wide DraftDirect world wide "What a treasure chest for direct agents round the world!" -- Bob Stone, Chairman Emeritus Stone & Adler "What a super suggestion this e-book is . . . for studying and reference by means of pros and beginners alike. it is a nice learn, well-organized." -- Martin Baier "Denny Hatch and Don Jackson have performed our an exceptional 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 verified 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 special selection of the direct advertising industry's top secrets--covering exchange media to inventive and databases . . . to layout, success and online marketing . . . to testimonials and telemarketing, and a lot more--will turn out to be a useful yardstick for professional direct sellers and neophytes alike. -- John Harrison, President DiMark, a Harte-Hanks corporation "Jackson and Hatch have . . . geared up 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 . . . even if you simply entered the enterprise or have grey on your hair, this publication is a needs to. . . . The 'rules' that Hatch and Jackson supply are the results of the stories of a few of an important innovators in direct advertising. the result's not just a useful gizmo which i'll use often, yet a compendium of really huge ideas!" -- Jerry Reitman, govt Director Chicago Direct advertising academic origin "I used to be overjoyed to discover this quantity is greater than only a gold mine of principles. it really is extra like a great novel. Open to any web page, and it is challenging to place down." -- Jim Kobs, Chairman Kobs Gregory Passavant
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Additional resources for 2,239 tested secrets for direct marketing success
The threshold of tolerance is greater after normal business hours than it is during fax-intensive prime time. Mr. M. M. only. This avoids tying up the prospect's fax machine during normal business hours. It also reduces phone line expenses. Remove names on request. This basic courtesy must be honored. When people ask to be removed from your fax list, remove them immediately. Mention on your flyer that you will do this. The last thing you want to do is send unwanted information to someone who has asked that it be stopped.
Organized a readable anthology of the rules for making direct response and advertising work in any business. Henry R. "Pete" Hoke, Publisher Emeritus Direct Marketing Magazine This one's for all of us . . whether you just entered the business or have gray in your hair, this book is a must. . The "rules" that Hatch and Jackson provide are the result of the experiences of some of the most important innovators in direct marketing. The result is not only a useful tool which I will use frequently, but a compendium of truly BIG ideas!
While people like to believe they react rationally to offers and other stimuli, the truth is they react emotionally and then look for the rationale to assuage their intellects. The smart marketer will acknowledge this in presenting any product or offer. Don't rely on other people's numbers. , is a waste of time except as a guide. Can you duplicate everything the other party did? Do you have the same list? Are all conditions the same? The economy? Consumer attitudes? Look outside your industry for best-in-class examples and benchmark them.