Name: Complete Idiot's Guide to Direct Marketing By Robert W. Bly
SKU: 9780028642109
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Complete Idiot's Guide to Direct Marketing Summary

Complete Idiot's Guide to Direct Marketing by Robert W. Bly

The Complete Idiot's GuideA (R) to Direct Marketing provides succinct, authoritative coverage on all aspects of direct marketing, including: the fundamentals-planning, copy, design, lists, offers, and production; the guidelines-using specific formats and media; specific tips-on the most common applications of direct marketing, including subscriptions, lead generating, and mail order; and how to measure results--how to conduct statistically valid tests, interpret results, roll out successful programs, and improve response.

About Robert W. Bly

Robert W. Bly has been a freelance direct marketing copywriter and consultant since 1982. He is the author of more than 50 books, including The Advertising Manager's Handbook, Internet Direct Mail, and one of the most widely read copywriting reference books, The Copywriter's Handbook. Robert is a winner of the Direct Marketing Association's Gold Echo Award and is a member of the Business Marketing Association and the Direct Marketing Club of New York.

I. GETTING STARTED IN DIRECT MARKETING. 1. Direct Marketing 101. Understanding the Direct Marketing Jargon. The Evolution of Direct Marketing. How Direct Marketing Differs from Other Advertising. The Direct Marketing Mindset. The Direct Marketing Customer. Arrows in the Direct Marketer's Quiver. 2. Planning Your Direct Marketing Campaign. What Are You Selling? What Products Sell Best via Direct Marketing? Planning Your Front and Back Ends. Determining Your Marketing Objectives. Taking Aim at Your Target Market. Choosing Campaign Specifics. Determining Your Key Sales Appeal or Theme, Identifying Supporting Facts and Sales Arguments, Planning Your Offer, Don't Forget Project Planning and Management. 3. Make Your Buyers an Offer They Can't Refuse. What Is an Offer-And Why It's Important. One Step or Two Step? The Four Types of Offers. Selecting Response Options. Choosing Payment Options. How to Make Your Offer Stronger. Getting the Buyer to Act Now, Buy More, and Pay Up Front. Satisfaction Guaranteed or Your Money Back. Must Direct Marketers Charge Sales Tax? Taking Credit Card Orders. 4. Mailing Lists. A List of Available Lists. Where Can You Rent Good Mailing Lists? Evaluating Mailing Lists and List Recommendations. Questions to Ask About Your Lists. Placing Your List Order. Getting Rid of Duplicate Names. Earn Extra Income by Marketing Your Mailing List to Others. 5. Writing Copy That Sells. Long Copy Versus Short Copy: Which Works Best? Determining Copy Content, Tone, and Style. Creating a Winning Copy Platform. The Motivating Sequence. Writing a Powerful Headline. Features and Benefits. More Tips for Writing Better Body Copy. 6. Producing and Printing Your Direct Marketing Campaign. Calculating the Cost per Thousand. Graphic Design Guidelines. Photography and Illustration Considerations. Printing Preparation. Letter Shop. Postal Regulations. II. DIRECT RESPONSE FORMATS AND MEDIA. 7. The Direct Mail Package. The Outer Envelope. The Big Tease. Blind Mailings. The Sales Letter. Body Copy. The Brochure. The Lift Note. The Buck Slip or Premium Sheet. Order Forms That Close the Deal. Business Reply Envelopes (BREs). 8. Direct Mail: Longer Format. Why and When to Use Long-Copy Formats. Long-Copy Direct Mail Formats. Organizing Your Long-Form Mailing. Designing Long-Form Mailings. Copywriting Techniques That Work in Long Formats. 9. Direct Mail: Short Formats. Working with Self-Mailers. Choosing Your Format. Cost Considerations. Putting Self-Mailers to Work. The Secret of Self-Mailing Success. Writing an Attention-Grabbing Outer-Panel Headline. Boosting Response Rates to Your Self-Mailers. 10. Catalogs. Writing Powerful Catalog Copy. Merchandising Your Catalog. Catalog Marketing. Techniques That Work. Catalog Selling Starts on the Cover. Ideas to Boost Your Catalog Sales. Checklist for Effective Catalog Copy. Determining Your Proper Copy Tone. Calculating Your Catalog Real Estate. 11. Profits from Postcard Decks. What Is a Postcard Deck? Advertising in Postcard Decks. Don't Most People Just Throw Postcard Decks Away? Writing Your Postcard's Headline. Writing the Body Copy. Illustrating Your Postcard. 12. Alternative Media. Why Alternative Media? Alternative Media Options. Getting Started in Package Inserts. Producing and Shipping Package Inserts. Big Advertising with Billboards. Transit Advertising: Ads on the Move. Integrating Alternative Media into Your Marketing Mix. 13. Direct Response Advertising. Big Versus Small Ads. Media Buying for Direct Response Advertising. Getting Your Space Ads to Sell More Product. Making Money with Classified and Small Display Ads. Reducing Word Count (Advertising Costs). Placing Your Classified Ads. Testing Your Ad. Advertising in the Yellow Pages and Business Directories. III. ELECTRONIC DIRECT MARKETING. 14. Direct Response TV and Radio. Infomercial: The Commercial That Sells Like a Show. Shorter Formats. Other DRTV Options: HSN and QVC. Direct-Response Radio. 15. Telemarketing. Why Telemarketing Works. Creating a Winning Telemarketing Script. Becoming a Telemarketing Master. Telemarketing and Direct Mail: A Powerful One-Two Punch. Telemarketing's Dynamic Duo: Feedback and Flexibility. 16. The Internet: Direct Marketing for the Digital Age. Integrating E-Commerce into Your Direct Marketing Program. Building a Web Site. Designing Your Home Page. Taking Product Orders on Your Site. Links and Affiliate Programs. Banner Advertising. Internet Direct Mail. E-Zines and E-Zine Classified Ads. Advertising in Other Marketer's E-Zines. IV. DIRECT MARKETING APPLICATIONS. 17. Direct Marketing to Consumers. Getting Started in Consumer Mail-Order Merchandise. What's in a Direct Mail Company Name? Romancing the Buyer. Overcoming Buyer Resistance with Endorsed Mailings. 18. Business-to-Business Direct Marketing. Getting Down to Business-to-Business. Selling Business Opportunity Offers. Reaching the SoHo Market. Industrial Marketing. Selling Tech Products to Non-Tech Executives. Selling to Middle Managers. Selling to Corporate Executives. 19. Selling Services. Service Selling Is Different. Working the Phone Lines. Referral Marketing. Testimonials. Direct Mail: The Powerhouse of Service Marketing. Advertising Your Services. 20. Selling Information Products. Understanding Information Marketing and the Information Buyer. Selling Information in the Information Age. Building the Buyer's Trust in You. Types of Information Products You Can Sell. Online Products. 21. Lead Generation. Sales Leads Support the Sales Force. Direct Mail Formats That Work Best for Lead Generation. Successful Lead-Generating Copy Features. Solo Versus Series Mailing. Market Size and Handling Capacity. Evaluating Your Response. Other Lead-Generating Methods. 22. Nonprofit Marketing. What Motivates People to Donate? What Makes Fundraising Different? Writing Powerful Fundraising Copy. Marketing a Political Candidates. V. MEASURING AND MONITORING YOUR RESULTS. 23. Testing Your Way to Direct Marketing Success. Why Not Learn While You Test? Tracking Results with Key Codes. Using Employees to Help Track Response. Statistically Valid Responses. How Many Test Pieces Must You Mail? Rolling Out After a Successful Test. What Should You Test? Ten Essential Rules of Tested Direct Marketing. When the Verdict Goes Against You. 24. Tracking and Analyzing Response. Counting Returns. Response Metrics. Lifetime Customer Value. Response Boosters. 25. Database Marketing. What Is Database Marketing? Database Marketing Is Measurable. Gain Competitive Advantage and Control. Building Profitable Private Prospecting Databases. Demographic Overlays. Modeling Your Marketing Database. Choosing the Right Methodology. Appendixes. Appendix A. Glossary. Appendix B. Resources. Index.

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Sku

CIN0028642104G

ISBN 13

9780028642109

ISBN 10

0028642104

Title

Complete Idiot's Guide to Direct Marketing by Robert W. Bly

Author

Robert W. Bly

Condition

Used - Good

Binding type

Paperback

Publisher

Dorling Kindersley Ltd

Year published

20010907

Number of pages

384

Prizes

N/A

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Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

Complete Idiot's Guide to Direct Marketing Robert W. Bly

Complete Idiot's Guide to Direct Marketing by Robert W. Bly

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Complete Idiot's Guide to Direct Marketing Summary

Complete Idiot's Guide to Direct Marketing by Robert W. Bly

About Robert W. Bly

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