By Denny Hatch, Don Jackson
"A 10-pound center of Godiva goodies could not most likely be extra scrumptious and enjoyable than the juicy nuggets that fill this anthology of direct advertising wit and knowledge. learn it slowly. it is a publication to be studied, to be savored, and--of course--to be unashamedly stolen from." -- Emily Soell, Vice Chairman/Chief inventive Officer around the globe DraftDirect around the globe "What a treasure chest for direct sellers round the world!" -- Bob Stone, Chairman Emeritus Stone & Adler "What an excellent thought this e-book is . . . for studying and reference by way of execs and beginners alike. it is a nice learn, well-organized." -- Martin Baier "Denny Hatch and Don Jackson have performed our a superb carrier. . . . a person who reads this booklet and places its classes to paintings will revenue mightily from it." -- Arthur Middleton Hughes, government vp ACS, Inc. "They passed over one "secret": purchase this book." -- Murray Raphel Raphel advertising "Hatch and Jackson rule with their new 2,239 proven 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 special choice of the direct advertising industry's top secrets--covering exchange media to artistic and databases . . . to layout, achievement and online marketing . . . to testimonials and telemarketing, and quite a bit more--will end up to be a useful yardstick for pro direct retailers 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 ads 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 reviews of a few of an important innovators in direct advertising. the result's not just a useful gizmo which i'm going to use often, yet a compendium of really gigantic ideas!" -- Jerry Reitman, govt Director Chicago Direct advertising academic beginning "I was once overjoyed to discover this quantity is greater than only a gold mine of principles. it really is extra like a great novel. Open to any web page, and it truly is not easy to place down." -- Jim Kobs, Chairman Kobs Gregory Passavant
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Additional info for 2,239 tested secrets for direct marketing success
Comment by Denny Hatch: It is fashionable in the Information Age to say that people don't like to be sold. "Tell; don't sell" is one of the current phrases used by techies who have never sold anything in their lives and would be scared to death to ask for an order for fear of rejection. Jerry Reitman's Certainty Bait the hook to suit the fish, not the fisherman. The only way to improve results, regardless of medium (and we've counted over 350 different kinds of media) is to increase personal relevance.
M. M. only. This avoids tying up the prospect's fax machine during normal business hours. It also reduces phone line expenses. Remove names on request. This basic courtesy must be honored. When people ask to be removed from your fax list, remove them immediately. Mention on your flyer that you will do this. The last thing you want to do is send unwanted information to someone who has asked that it be stopped. Promote an 800 number. This will enable your prospect to contact you toll-free to order or to be removed from the prospect list.
Claude Hopkins's Tenet The only purpose of advertising is to make sales. Advertising is profitable or unprofitable according to its actual sales. It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salespeople. Treat advertising as a salesperson. Force it to justify itself. Figure its costs and results. Accept no excuses (which good salespeople do not make). Then you will not go far wrong. The difference is only in degree. Advertising is multiplied salesmanship.
2,239 tested secrets for direct marketing success by Denny Hatch, Don Jackson