by Dension Hatch
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| List Price: | $89.00 |
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Product Description
An exclusive insider's look at the art and science of direct mail creative technique--copy approaches, design, formats, offers--unlike anything ever before assembled. In addition to the successful mailings shown and described in this updated edition of Million Dollar Mailings, new topics include killer fundraising letters, the illustrated history of the magalog, and using direct mail to make money on the internet. This insider's look at the art and science of direct mail also contains an overview (complete with illustrations) of new trends in direct mail.
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Average Customer Review:
0 of 0 people found the following review helpful:
 A great resource for advertising professionals but definitely not for beginners, 2008-06-03
If you're looking for a step by step how to guide on how you can create Million Dollar Mailings on a shoestring budget, then skip this book.
On the other hand, if you're an advertising professional charged with the task of effectively spending your client's money on marketing and advertising, then by all means, buy this book. This is your chance to look over the shoulder of a seasoned professional as he looks at some of the most successful direct mail pieces in history.
As for the cost of the book... a course on "marketing" at your local community college costs more and won't provide 1/10th of the information contained within this book!
0 of 0 people found the following review helpful:
Wow what more can I say, 2008-01-19
Wow says it all. Read the prior reviews. Pound for pound this book is worth more than gold per pound to anyone who writes copy. A life time of learning for way less than $100. Have spent 10X as much for a fraction of what this book will give you. Thanks Mr. Hatch
0 of 0 people found the following review helpful:
Buy this book while it's stilll available if you are serious, 2007-06-28
Thousands and thousands of different direct mail packages are mailed every year.
A few are super successful. This book collects the cream of the crop. the "control" letters that made these companies fortunes over the years. And explains why they worked. Will cut decades off your learning curve.
You can use these time tested successes to duplicate. So that your own mailing will be a success. Shows all different types of formats for mailing. As well as different types of offers.
Two other recommended books to learn from are Herschell Gordon Lewis' "World's Greatest Direct Mail Sales Letters" and "The Greatest Direct Mail Sales Letters of all Time" by Richard S. Hodgson
But both of these are hard to find and expensive. Who knows how long Million Dollar Mailings will be available for?
0 of 0 people found the following review helpful:
Buy this book., 2007-04-01
However, there is a danger in that you'll see how stupid some of the marketing has been done, and is being done, by others in your company. You might get restless, run out the door and scream.
Worth it's weight in doubloons.
Caveat: Bean counters, and bean counters masquerading as marketers, will not understand this book. If all you send out are post cards and self mailers (ads with postage stamps), and you think they're effective, keep doing that. We true direct marketers will gleefully steal your lunch money with Mr. Hatch's assistance.
0 of 0 people found the following review helpful:
An eye opener..., 2007-02-12
Expensive, but definately worth it if you can afford it. Like others have said, don't expect a "how to" course on putting together a direct mail piece. However, the mail pieces included provide some real invaluable insights into what works (and there is a pattern).
The only thing I could add is that maybe some of the old control pieces could have been added so you could examine why they were beaten.
Otherwise - really top notch!
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