Despite the vast expenditure reserved for direct marketing nowadays, this popular marketing method is barely understood. The author brings clarity to this important area by focusing on his own techniques which have been tried and tested successfully by businesses all around the world. The specific role of direct marketing is examined and put into perspective as part of an overall business strategy. Written in a clear, witty and lively style, it offers accessible advice on the relevant techniques necessary to plan and execute a dynamic and far-reaching campaign. It also reveals how to extract the most benefit from the inevitable success of such a campaign. A variety of common marketing problems are analysed and appropriate solutions are offered. Issues discussed include: planning clearly, reaching the right audience, turning ideas into brilliant campaigns, choosing the correct agency.