The Direct Marketing Cookbook: A Recipe for Getting and Keeping Customers

Front Cover
iUniverse, 2004 - Business & Economics - 308 pages
There are many books available on the technical theories that underlie direct marketing methods. This is not one of them! With The Direct Marketing Cookbook you will acquire the skill and knowledge needed to create successful direct marketing programs that garner profitable responses. Discover how to identify and create offers that sell, contact potential customers without being bothersome, gather needed customer information, turn responses into sales, and even how to dominate the marketplace in your industry.

The Direct Marketing Cookbook teaches and guides both professionals and those responsible for marketing their businesses, how to successfully plan, develop, execute and manage direct marketing programs that can build their customer base and keep customers coming back. The simple truth is that many business professionals have little or no marketing experience, especially in the complex and confusing area of direct response marketing. Yet they are constantly challenged to acquire more of the right customers if they are ever to survive these difficult times.

It makes no difference whether you work at AT&T, IBM, or as a consultant with a part-time secretary; The Direct Marketing Cookbook: A Recipe for Getting and Keeping Customers will provide you with an in-depth understanding of the system and techniques needed to master the process of developing successful direct marketing programs.

 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Introduction
1
A MultiMedia Discipline
8
Direct Mail
16
The Letter
38
Response Copywriting
49
PrintingProductionPersonalization
58
An Introduction
69
The Offer
80
Friend Gets FriendMember Gets Member
144
Response Vehicles
159
Where the Rubber Meets the Road
165
The Internet
183
Generate Interest
189
Seminars
206
The Back End
218
Fulfillment
226

How to Fine Tune Your Lead Offers
87
Lists
102
National Change of Address NCOA
108
Identifying the Variables
115
Net Name Arrangement
121
Monitoring and Testing
230
Data Privacy
238
Bibliography
244
About the Author
272
Copyright

Other editions - View all

Common terms and phrases

Popular passages

Page vi - Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand.

Bibliographic information