2,239 Tested Secrets for Direct Marketing Success: The Pros Tell You Their Time-Proven Secrets

by Don Jackson and Denny Hatch

Book Overview

Packed with insider secrets, rules, and wisdom from nearly 200 of the leading authorities on direct marketing, this is the essential tool for techniques that produce results. Experts Denny Hatch and Don Jackson cover all you need to know--from planning to implementation--and from target strategy to all aspects of the creative process.

Every discipline--from brain surgery to auto making to marketing--is based on the work of those who have...

• Format: Paperback
• Language: English
• ISBN: 0844203491
• ISBN13: 9780844203492
• Release Date: January 1999
• Publisher: McGraw-Hill Companies
• Length: 368 Pages
• Weight: 1.73 lbs.
• Dimensions: 0.6" x 6.9" x 9.9"

Customer Reviews

Every marketer should own this book

The only way to really know how your marketing campaign is doing is to test it with real people in a real life situation. While focus groups and other research provide some kinds of measurement the true test of success is when you use measurable, direct marketing and watch what transpires. This is where Denny's book comes in to play. Nobody, but NOBODY knows testing like Denny Hatch. He's seen it all, he's participated in more tests, he's got the archive of all archives with his Who's Mailing What ... and he's connected to the most successful marketers in the industry, to share insight, pick their brains and then translate the testing that is being done into something we can all use to improve our own discovery of what makes our own customers buy from us. Needless to say, regardless of your role in the marketing world, from mangement to creative (yes, creative!) , every marketer should own this book. And a sign that you're learning from it is to observe how dog-eared it gets over the next 12 months.

Another essential for the results-oriented marketer

Personally, I like lists. And this books gives you tons of lists to make sure that your marketing pieces are as good as they can be. Think of this book as an insurance policy. Well done, Denny.

Best compendium of expert advice out there

I've read many books about direct marketing and each has had it strong points. The problem is that each book tends to cover one or two areas and so to get a thorough understanding of all the options in direct marketing you have to read a lot of books. This book covers every area of direct marketing. Whether it is via the Internet, brochures, catalogs, headlines, testimonials, or whatever, it is covered in this book. The book is filled with tips for direct marketing no matter what method you choose. These secrets have been collected from the most successful direct marketers in history and is their distilled knowledge from years of experience. It is the collected knowledge of the greatest direct marketing minds and how to make your efforts successful. Thorough in coverage and detailed, it is the book to read first and understand before starting a direct marketing campaign. It will save you many times the cost of the book if it just helps you avoid even one mistake.

Outstanding - Must have title

Anyone writing copy for the web or direct marketing should not be without.