By Denny Hatch, Don Jackson
"A 10-pound center of Godiva goodies could not in all likelihood 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 ebook to be studied, to be savored, and--of course--to be unashamedly stolen from." -- Emily Soell, Vice Chairman/Chief artistic Officer world wide DraftDirect around the globe "What a treasure chest for direct agents round the world!" -- Bob Stone, Chairman Emeritus Stone & Adler "What an excellent proposal this booklet is . . . for studying and reference by way of pros and rookies alike. it is a nice learn, well-organized." -- Martin Baier "Denny Hatch and Don Jackson have performed our an outstanding provider. . . . someone who reads this publication and places its classes to paintings will revenue mightily from it." -- Arthur Middleton Hughes, government vice chairman ACS, Inc. "They passed over 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 and marketing good fortune. there is not anything else like it!" -- Jim Rosenfield, Chairman Rosenfield & affiliates "Denny and Don have performed it! . . . Their distinct choice of the direct advertising industry's top secrets--covering exchange media to artistic and databases . . . to layout, success and online marketing . . . to testimonials and telemarketing, and lots more--will turn out to be a useful yardstick for professional 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 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 offer are the results of the reports of a few of an important innovators in direct advertising. the result's not just a great tool which i'll use usually, yet a compendium of actually giant ideas!" -- Jerry Reitman, government Director Chicago Direct advertising academic beginning "I was once extremely joyful to discover this quantity is greater than only a gold mine of principles. it truly is extra like an exceptional novel. Open to any web page, and it really is challenging to place down." -- Jim Kobs, Chairman Kobs Gregory Passavant
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Extra resources for 2,239 tested secrets for direct marketing success
Maslow's "Hierarchy of Human Needs" remains a constant. So, while the means of satisfying human needs changes and adapts, the needs stay the same. They are just recognized in different ways. Page 6 When emotion and reason come into conflict, emotion always wins! 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.
The economy? Consumer attitudes? Look outside your industry for best-in-class examples and benchmark them. What firm has the best billing system? The best track record in customer retention? The best new customer acquisition processing? If you measure yourself solely against your competition, you'll be only as good as or a little better than they are. But your customers are experiencing those best-in-class processes from someone, and they are measuring your delivery against that someone, whether it's your direct competitor or not.
And make no mistake about it, if you know what you're doing, you can still start from the kitchen table. It was Sir Isaac Newton who wrote, in a letter to Robert Hooke: If I have seen further, it is by standing on the shoulders of giants. We hope you will benefit from the sage advice of those who have gone before you and in turn pass on these secrets to your newer associates as they enter the business. While we have included the words of more than 160 past and present direct marketing practitionersmany of them giants in the fields of advertising, marketing, and direct marketingthis is but a beginning.