Item description for Ultimate Guide to Direct Marketing by Al Lautenslager...
Deliver the right message to the right target for the best results.
Americans spend over $528 billion annually in response to direct-mail marketing. If you want to reap your share of those profits, you've turned to the right place.
With hot new marketing ideas and a fresh twist on old favorites, this book is a one-stop solution for small-business owners. In fact it's the only direct-marketing book that covers the recent anti-spam laws, cell phone telemarketing regulations and the National Do Not Call Registry.
Inside you'll find:
The four critical components of direct-marketing-the target, the message, the vehicle and frequency/timing - and how to get the maximum advantage from each
Treid-and-true direct-marketing methods like postcards and newsletters - and how to tailor them to today"s marketplace
New, high-tech direct-marketing techniques that stay within the law-but generate response beyond your expectations
Insider tricks to using out-of-the-ordinary methods - like sweepstakes, contests and more-to your best advantage
How to develop, plan, implement and evaluate an entire direct-marketing campaign with lower costs and higher returns than you ever dreamed possible
Promise Angels is dedicated to bringing you great books at great prices. Whether you read for entertainment, to learn, or for literacy - you will find what you want at promiseangels.com!
Est. Packaging Dimensions: Length: 9.9" Width: 7.9" Height: 0.7" Weight: 1.25 lbs.
Release Date Oct 4, 2005
Publisher Entrepreneur Press
ISBN 1932531718 ISBN13 9781932531718
Availability 0 units.
More About Al Lautenslager
Al Lautenslager is an award-winning marketing/PR consultant, direct mail promotion specialist, author, speaker and entrepreneur. The coauthor of "Guerrilla Marketing in 30 Days" with Jay Conrad Levinson and the principal of Market For Profits, he lives in Naperville, IL.
Al Lautenslager has published or released items in the following series...
Reviews - What do customers think about Ultimate Guide to Direct Marketing?
Good Overall Introduction Nov 15, 2005
This book is a general introduction to the subject. It covers virtually all aspects of direct marketing as it has developed over the years. It's emphasis is on the more traditional aspects of direct marketing, that is: direct mail, media advertising, telemarketing. This is not bad as the traditional approach has been proven to be successful time and time again.
The weakness in this book is that it doesn't have enough information on using the web as a marketing device. In my view every mail order operation needs a web site, for three reasons: People are becoming familar with placing orders on the web It's a great way to provide the prospect with additional information It adds credibility - everyone has a web site these days.
Finally this book does not talk about the new approaches [...] which have been very successful for a lot of people.