By Denny Hatch, Don Jackson
"A 10-pound middle of Godiva candies could not in all probability be extra scrumptious and fulfilling than the juicy nuggets that fill this anthology of direct advertising wit and knowledge. learn it slowly. it is a booklet 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 all over the world "What a treasure chest for direct sellers round the world!" -- Bob Stone, Chairman Emeritus Stone & Adler "What an excellent thought this ebook 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 outstanding provider. . . . an individual who reads this e-book and places its classes to paintings will revenue mightily from it." -- Arthur Middleton Hughes, govt vice chairman ACS, Inc. "They ignored one "secret": purchase this book." -- Murray Raphel Raphel advertising "Hatch and Jackson rule with their new 2,239 confirmed secrets and techniques for Direct advertising luck. there is not anything else like it!" -- Jim Rosenfield, Chairman Rosenfield & affiliates "Denny and Don have performed it! . . . Their targeted choice of the direct advertising and marketing industry's most sensible secrets--covering trade media to inventive and databases . . . to layout, achievement and online marketing . . . to testimonials and telemarketing, and lots 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 . . . 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 journal "This one's for we all . . . even if you simply entered the company or have grey on your hair, this booklet is a needs to. . . . The 'rules' that Hatch and Jackson offer are the results of the studies of a few of crucial innovators in direct advertising. the result's not just a great tool which i'll use usually, yet a compendium of really large ideas!" -- Jerry Reitman, government Director Chicago Direct advertising academic starting place "I used to be extremely joyful to discover this quantity is greater than only a gold mine of rules. it truly is extra like a superb novel. Open to any web page, and it is difficult to place down." -- Jim Kobs, Chairman Kobs Gregory Passavant
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Extra resources for 2,239 tested secrets for direct marketing success
Look at all the smart mailers, and you will see that they have been going out with one insert format for years. Why? Because you want to test the medium and not the message. If you are confident in your message, each test of the medium (the various package insert programs you go into) will be clear in its results. Ask lots of questions. Don't be afraid to ask your broker every silly question that you can think of about the source of the program presented. Just as you would ask other media salespeople, you should inquire about the source of the customers, the media used to obtain the customers, the number of years in business, other inserters that have used and continued with the program, the time that it takes for your inserts to be distributed, and so on.
If a rule says never to send a letter that is longer than a page, don't accept the rule as gospel. Test different lengths to see which works best for your offer. Page 2 Bob Hacker's Three Rules for Breaking the Rules Play by the rules until you have solid controls; you have a higher chance of success and less risk. Break the rules only after you have solid controls, because in breaking rules riskand sometimes costis much higher. There are two ways to find a breakthrough: Play the rules better than anybody else.
On the Monday after Christmas, I called Williams-Sonoma and complained. The telephone sales representative was not only sympathetic but took immediate action. First, he forgave all the shipping charges, thus knocking off about $150 from our bill. Second, he overnighted to us all the merchandise we had not receivedwith no charge for shippingso we would be sure to have it for the remainder of the holidays. Third, he included merchandise return labels, so when the first shipments arrived we could simply slap these labels on the cartons and ship them backat Williams-Sonoma's expense.