The Complete Idiot's Guide to Direct Marketing

by Robert W. Bly

Book Overview

The Complete Idiot's GuideA (R) to Direct Marketing provides succinct, authoritative coverage on all aspects of direct marketing, including: the fundamentals-planning, copy, design, lists, offers, and production; the guidelines-using specific formats and media; specific tips-on the most common applications of direct marketing, including subscriptions, lead generating, and mail order; and how to measure results--how to conduct statistically valid tests,...

• Format: Paperback
• Language: English
• ISBN: 0028642104
• ISBN13: 9780028642109
• Release Date: August 2001
• Publisher: Penguin Putnam
• Length: 359 Pages
• Weight: 1.46 lbs.
• Dimensions: 0.9" x 7.4" x 9.1"

Customer Reviews

Great introduction and reference!

I thought this was a good reference guide that outlines the basics of direct mail as well as defines a lot of the buzzwords I was always hearing. I think the most valuable part was it gave me a place to start in learning how to design direct mail peices and gave me several tips and good ideas on what to do and what not to do. Now I know what direction I need to start focusing on. I really found the book helpful!

The Complete Idiot's Guide To Direct Marketing

Bob Bly has hit the cover off the ball again! This book is a no-nonsense, roll-up-your-sleeves, hold-your-hand-from A-Z look at how to make more money selling your products or services via Direct Marketing. There are many "how to" books out there that tell us what to do, but not HOW TO DO IT! This is not one of them. You will quickly learn "insider" tools and techniques that bring home the bacon no matter what you're selling. I have highly recommended Bob Bly's nuts and bolts books to my business clients for years and this one is no exception. In fact, it's a no-brainer investment. Go ahead, click the "Add To My Cart" button now -- and start swinging for the fences!

Stop searching! You've found the right DM resource

Whether you are new to DM or a 10 year veteran, Bob Bly's Complete Idiot's Guide to DM is the right resource for you. This book cuts to the chase by presenting simple, easy to understand topics. And, it is very comprehensive. If you are a novice or a seasoned professional in need of an update, I highly recommend this book.

Useful and Well-Written!

Robert Bly does it again in this excellent, easy-to-read book. I read it over one weekend and couldn't put it down. The language is simple, direct and honest. Examples are practical and compelling. For me, it was especially helpful because I have been engaged in Internet marketing for years and thinking about diversifying into direct marketing (DM). Well, after reading the book I realized that I have successfully executed a number of direct marketing campaigns, using the Web as a direct response tool. Additionally, he gave me new ideas to put to use and the confidence to break into new forms of the discipline. Whether or not you want to get into DM, or are a seasoned veteran, I recommend this book to broaden your knowledge base. It will certainly help you design and execute more creative and profitable campaigns, and improve your marketability in the profession.

The Complete Idiot's Guide to Direct Marketing

Make no mistake! This is the one book that can help ANYONE -- even an idiot -- become a success in direct marketing. Bob Bly has always been (and remains) an excellent teacher and writer. But in this guide, he goes the extra mile to make the subject even plainer.In addition to his easy-to-follow language, he uses graphics, engaging illustrations and colorful anecdotes and statistics to explain ALL aspects of direct marketing. Special attention is given to writing copy for both commercial and non-profit ventures. The guide is loaded with great examples from Bly's own work. This shows that being the master he is, he leads by example. As is typical of most of his 50-plus books, this guide gives you pages and pages of helpful resources. Besides all of its insightful instructional qualities, the books is simply FUN to read. Its format makes it perfect as a quick-reference guide to keep on your desk.In short, Bly holds nothing back. He spills his guts and tells you EVERYTHING you need to know to launch and perfect a direct marketing campaign.I recommend this book to students, writers, sales reps, marketing executives, teachers, fundraisers, artists, PR people, business managers and anyone with an interest in selling a product or service through direct marketing.