Denny Hatch gives an exclusive inside's look at the art and science of direct mail creative technique -- copy approaches, design, formats, offers -- unlike anything ever before assembled. This new and updated edition includes an overview, complete with illustrations, of new trends in direct mail.
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Denny Hatch
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Most Helpful Customer Reviews
47 of 49 people found the following review helpful:
5.0 out of 5 stars
A Fantastic Resource!,
By
This review is from: Million Dollar Mailings (Hardcover)
At first I hesitated ordering this book because of the price...now I 'kick-myself' for not getting it sooner. From my point of view, a top-notch marketing book has to have information that is relevant, easy to understand and applicable to the point that I can go out and use it immediately. Theory doesn't pay the bills. I want facts, I want to know exactly how others have done it successfully. This book does just that. While the book deals with direct marketing issues, its lessons can be applied to virtually anyone that has to market a product from the Main Street retailer to someone supplying a service to a manufacturer. It is that good. You'll see example after example of direct mailings that have made their respective companies millions upon millions. You not only see every piece in detail, quite often you get the inside thoughts from person that actually developed the piece. Sort of like finding out why a famous artist drew the nose a certain way. To me, that insight itself is priceless. Again, someone that owns a retail store could take loads of info out of this book and apply it to their own situation. Same thing could be said about anyone that needs to 'market' in order to survive. As far as the price goes, yeah it's a few bucks. But I'll tell you, I've spent hundreds of dollars on individual marketing seminars and courses in the past that don't measure up to the value this book provides. And while many of these courses and seminars give you bits and pieces of what works and what doesn't, this book gives you the details. I've read Denny Hatch's other books and should have known that this was going to be 'winner' also. The only negative I have is that the book is huge, I'm going to have to clean out a few of my not-as-useful marketing books in order to have room. Now that I think about it though, I can see it being used as reference so often that maybe it just needs to stay on the desk. The bottom line is that I'll make far more money with this book than I would without.
22 of 23 people found the following review helpful:
5.0 out of 5 stars
Holy swipefile batman - this thing is like 20 pounds!,
By A Customer
Amazon Verified Purchase(What's this?)
This review is from: Million Dollar Mailings (Hardcover)
When I ordered this book I had no idea how absolutely H-U-G-E this thing is. I got this massive and heavy package from Amazon and couldn't think of what it was. As I split through the brown paper I was happily surprised to find Million Dollar Mailings.If you write copy you must own this book. It's a veritable swipefile in a book. Everything is organized for you! Just imagine how much this book would be worth to you if you could take just one idea from it and increase your response rate by say 1%. And think about time savings when you can have this thing right next to you you while you're writing your copy. The way to get good at copywriting is teh same way you get good at painting - study the masters. You better bet that this book won't be far from my side.
14 of 15 people found the following review helpful:
5.0 out of 5 stars
Extremely Valuable Resource,
By A Customer
This review is from: Million Dollar Mailings (The Libey Business Library) (Hardcover)
This is the one book that anyone who writes sales materials, be it ads or letters must have.With detailed analysis of marketing programs that work, you will quickly find, through the many examples, a marketing piece that you can use as a template to create your own winning marketing strategy. There is no need to reinvent the wheel, and this book proves it.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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acceptance certificate, dog fancy, mystic places, form shown front, card shown front, business reply face, triple postcard, premium slip, personalized cartoon, first mailed, double postcard, business and financial magazines, main salesman, fund raising arena, business reply envelope, direct mail writers, direct mail package, teaser copy, rejects involvement, subscription bill, most influential periodical, lift piece, consumer publishing, launch package, winning package Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Easter Seals, Business Week, Advertising Age, Grand Controls, Bill Jayme, Time-Life Books, Linda Wells, Reader's Digest, Rodale Press, Judy Weiss, The Journal, Axel Andersson, Architectural Digest, Malcolm Decker, Hank Burnett, Boardroom Reports, The Economist, Ted Kikoler, Martin Conroy, Omaha Steaks, Wall Street Journal, World Future Society, Paul Bell, Walter Weintz Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
acceptance certificate, dog fancy, mystic places, form shown front, card shown front, business reply face, triple postcard, premium slip, personalized cartoon, first mailed, double postcard, business and financial magazines, main salesman, fund raising arena, business reply envelope, direct mail writers, direct mail package, teaser copy, rejects involvement, subscription bill, most influential periodical, lift piece, consumer publishing, launch package, winning package Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Easter Seals, Business Week, Advertising Age, Grand Controls, Bill Jayme, Time-Life Books, Linda Wells, Reader's Digest, Rodale Press, Judy Weiss, The Journal, Axel Andersson, Architectural Digest, Malcolm Decker, Hank Burnett, Boardroom Reports, The Economist, Ted Kikoler, Martin Conroy, Omaha Steaks, Wall Street Journal, World Future Society, Paul Bell, Walter Weintz Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
8
books
cite this book:
See all 8 books citing this book
- The Dialamerica Teleservices Handbook : A Guide to Successful Inbound and Outbound Telemarketing by Robert Doscher in Front Matter
- Ultimate Guide to Direct Marketing by Al Lautenslager in Back Matter
- Mail Order in the Internet Age by Ted Ciuba on page 5
- Confessions of a Control Freak by Alan Rosenspan on page 136
- The New Marketing Conversation: Creating and Strengthening Relationships Between Buyers and Sellers by Donna Baier Stein in Front Matter
See all 8 books citing this book
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