Direct Marketing Rules of Thumb: 1,000 Practical and Profitable Ideas to Help You Improve Response, Save Money, and Increase Efficiency in Your Direct Program
0
0
Author Description
A goldmine of tested DM tips and techniques. DM guru Nat Bodian's latest direct marketing tool crams 40 years of experience into a treasure drove of response-driven strategies for racking up sales by mail, phone, and space advertising. Exhaustively indexed to make fast access easy, Direct Marketing Rules of Thumb packs 1,000 priceless time and money saving ideas you need to: prepare, use, and evaluate every DM component--from headlines to offers to credit and collections; locate, select, time, and test top-selling mailing lists for business, professions, medicine, consumers, charities, and more--plus work with list brokers, managers, and compilers; land your share of the $300 billion telemarketing business--including getting started, finding help, preparing scripts, targeting top prospects, selecting lists, and more; sell successuflly through card decks; snag the best prices on paper, printing, production, and mail shop services; create and place low-cost DM space ads; much, much more.
Menrva's Summary
THE THESIS
This book investigates the core question of how direct marketing practitioners can optimize response rates, reduce operational costs, and increase overall program efficiency through actionable, field-tested strategies. Nat G. Bodian, a veteran with four decades of industry experience, compiles a comprehensive framework of 1,000 specific rules and techniques. The text serves as a practical manual, distilling complex marketing principles into accessible, bite-sized directives designed for immediate application in various direct marketing channels.
THE SCOPE MAP
What You Will Find
- Strategies for managing direct mail components including headlines, offers, and credit collections
- Methodologies for list selection, testing, and collaboration with brokers and compilers
- Guidelines for telemarketing operations, including script preparation and prospect targeting
- Cost-saving techniques for production, printing, and space advertising procurement
Scope Limits
- The text focuses on traditional direct marketing channels and does not cover modern digital-native or social media marketing strategies
- The advice is tailored toward established business practices rather than emerging experimental marketing technologies
THE AUTHORITY PERSPECTIVE
Industry professionals frequently cite this work as a comprehensive reference manual for traditional direct marketing tactics. Experts highlight the book's utility as a quick-access resource for solving specific operational problems rather than a theoretical textbook.
Page Count:
448
Publication Date:
1995-02-01
Publisher:
McGraw-Hill
ISBN-10:
0070063400
ISBN-13:
9780070063402
Business
Marketing
Computers & Technology
New Used & Rental Textbooks
Direct marketing
Advertising
Sales
Management
Compilers