Table Of Content2,239 Tested Secrets for Direct Marketing
title:
Success
author: Hatch, Denison.; Jackson, Donald R.
publisher: NTC Contemporary
isbn10 | asin: 0844230073
print isbn13: 9780844230078
ebook isbn13: 9780071404990
language: English
subject Direct marketing, Success in business.
publication date: 1998
lcc: HF5415.126.H38 1998eb
ddc: 658.84
subject: Direct marketing, Success in business.
Page i
2,239 Tested Secrets for Direct Marketing
Success
Denny Hatch Don Jackson
NTC Business Books
NTC/Contemporary Publishing Group
Page ii
Library of Congress Cataloging-in-Publication Data
Hatch, Denny.
2,239 tested secrets for direct marketing success : the pros tell you their
time-proven secrets / Denny Hatch and Don Jackson.
p. cm.
Includes bibliographical references and index.
ISBN 0-8442-3007-3 (cloth)
ISBN 0-8442-0349-1 (paper)
1. Direct marketing. 2. Success in business. I. Jackson, Donald R.,
1938 . II. Title. III. Title: Two thousand two hundred thirty-nine tested
secrets for direct marketing success.
HF5415.126.H38 1997
658.8'4dc21 97-37280
CIP
Cover and interior design by Jeanette Wojtyla Interior production by
Hespenheide Design
Published by NTC Business Books A division of NTC/Contemporary
Publishing Group, Inc. 4255 West Touhy Avenue, Lincolnwood
(Chicago), Illinois 60646-1975 U.S.A. Copyright © 1998 by Denny
Hatch and Don Jackson All rights reserved. No part of this book may
be reproduced, stored in a retrieval system, or transmitted in any form
or by any means, electronic, mechanical, photocopying, recording, or
otherwise, without the prior permission of NTC/Contemporary
Publishing Group, Inc. Printed in the United States of America
International Standard Book Number: 0-8442-3007-3 (cloth)
0-8442-0349-1(paper)
98 99 00 01 02 03 HP 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2
Page iii
What the Leaders Are Saying About
2,239 Tested Secrets for Direct Marketing Success
A 10-pound heart of Godiva chocolates couldn't possibly be more
delicious and satisfying than the juicy nuggets that fill this anthology
of direct marketing wit and wisdom. Read it slowly. It's a book to be
studied, to be savored, andof courseto be unashamedly stolen from.
Emily Soell, Vice Chairman/Chief Creative Officer Worldwide
DraftDirect Worldwide
What a brilliant idea this book is . . . for learning and reference by
professionals and novices alike. It's a great read, well-organized.
Martin Baier
Denny Hatch and Don Jackson have done our industry a great service.
. . . Anyone who reads this book and puts its lessons to work will
profit mightily from it.
Arthur Middleton Hughes, Executive Vice President
ACS, Inc.
They left out one "secret": Buy this book.
Murray Raphel
Raphel Marketing
Hatch and Jackson rule with their new 2,239 Tested Secrets for Direct
Marketing Success. There's nothing else like it!
Jim Rosenfield, Chairman
Rosenfield & Associates
Denny and Don have done it! . . . Their unique collection of the direct
marketing industry's best secretscovering alternate media to creative
and databases . . . to design, fulfillment and Internet marketing . . . to
testimonials and telemarketing, and so much morewill prove to be an
invaluable yardstick for seasoned direct marketers and neophytes
alike.
John Harrison, President
DiMark, a Harte-Hanks Company
Jackson and Hatch have . . . organized a readable anthology of the
rules for making direct response and advertising work in any business.
Henry R. "Pete" Hoke, Publisher Emeritus
Direct Marketing Magazine
This one's for all of us . . . whether you just entered the business or
have gray in your hair, this book is a must. . . . The "rules" that Hatch
and Jackson provide are the result of the experiences of some of the
most important innovators in direct marketing. The result is not only a
useful tool which I will use frequently, but a compendium of truly
BIG ideas!
Jerry Reitman, Executive Director
Chicago Direct Marketing Educational Foundation
I was delighted to find this volume is more than just a gold mine of
ideas. It's more like a good novel. Open to any page, and it's hard to
put down.
Jim Kobs, Chairman
Kobs Gregory Passavant
Page iv
Contents
Acknowledgments vi
Welcome! vii
Seven Secrets for Dealing with Rules 1
General Secrets of Marketing 3
General Management 12
Alternative Media 17
Analysis of Results 24
Arithmetic 30
Back-End Marketing 44
Brochures 51
Business Segments 55
Catalogs 62
Copy 72
CreativeGeneral 102
Database Marketing 110
Design 123
Direct Mail 133
Direct Mail Production 138
Direct vs. General Advertising 142
Direct-Response TV 149
Envelopes 162
Fulfillment 167
Fundraising 171
Page v
Guarantees 187
Headlines 190
Internet Marketing 194
Lead Generation 200
Letters 205
Lift Pieces 213
Lists 215
Media 250
Offers 259
Order Forms 279
Premiums 283
Reply Envelopes and Cards 286
Space Ads 288
Strategy 304
Sweepstakes 313
Telemarketing 319
Testimonials 328
Testing 330
Bibliography 341
Index 349
Page vi
Direct Marketing: An Aspect of Total Marketing
Direct marketing is an interactive system of marketing that uses one or more
advertising media to effect a measurable response and/or transaction at any
location, with this activity stored in a database.
Martin Baier, Henry R. Hoke, Jr., and Bob Stone
Description:"A 10-pound heart of Godiva chocolates couldn't possibly be more delicious and satisfying than the juicy nuggets that fill this anthology of direct marketing wit and wisdom. Read it slowly. It's a book to be studied, to be savored, and--of course--to be unashamedly stolen from." -- Emily Soell, Vice
