Customer Reviews

Response

5 star:		(8)
4 star:		(0)
3 star:		(1)
2 star:		(1)
1 star:		(0)

 

 

If you have NO direct marketing experience at all, this is a good place to start. It covers all the bases. From list generation and offer development to postal standards.

However, if you do have some experience and are looking to increase your knowledge, there are other sources I would encourage you to check out instead.

This is a great book on direct marketing. I think its directed more at small business owners than big corp. The focus is mainly on direct mail. But it also has a chapter about loyalty programs, campaign planning, customer relationship marketing and international direct marketing. All of these topics provoked me to get me a book on only realtionship marketing and loyalty programs. The makes it clear what you should consider when doing direct marketing.

After having scoured the shelves of my local library for a decent book on Direct Marketing, I found one in Response! A great read. It's like having an advertising professional guiding you and your business.

Great book if you want to learn quickly how to use direct marketing to build your business. It is written in a conversational tone, and it is filled with case studies.

I am amazed at how thorough this book was! The best investment I ever made was buying this book. It takes you through all the components of a successful direct marketing campaign. Wonderful! Case studies are very helpful.

I saw this book at a local bookstore and bought it. Gives an impressive number of case histories. Just what I needed to help boost my business. Highly recommended.

This book is so packed with practical guidance you can use immediately, I didn't even know where to start. I've worked for large companies and as an entrepreneur, and Lois's ideas on the value of relationship marketing are right-on. Unlike more "academic" authors I've read, she has many years of real-life business experience, so she knows the challenges we all face. The writing style is highly engaging - I finished it in a few days. I would heartily recommend this book to anyone whose livelihood depends on direct marketing, no matter how much you think you know...

I've been in the direct marketing business for 13 years and I was looking for this book to at least match what I knew. I was very disappointed and felt that I was ripped off. This woman didn't know what she was talking about. The book is written in a non-user friendly fashion, almost like a college textbook. Half the time I didn't even know what she was talking about, and I've been in the business for quite awhile.

She doesn't give examples of copy or anything else that could have been useful to exemplify a direct response test.

Here's the deal: If you are serious about making money in mail order or direct response, don't get any of these waste-of-time books that "claim" to show you the business. The ONLY book that I've ever read that can (almost) exactly mirror exactly what I do for my $7-million per year business is a book by Vincent James called The 12-Month Millionaire which you can get on eBay (or type in on a search engine) since it's not a regular published book. The only thing I wouldn't follow in that book is the low priced items he recommends selling like wrinkle creams and weight loss pills (stick with information courses of $199+ with mail order as a RULE, ALWAYS). Lower end products of $99 or less will cause you to lose money in mail order EVERY TIME!!

Good luck!

Want to learn from the best? Than read this book. No academic mumbo jumbo. The author gives actual strategies used by real clients to make their businesses succeed and thrive. And in these rough economics times you need all the help you can get. Outstanding book and very highly recommended.

Lois is a master at taking a subject such as Direct Marketing and breaking it down so that anyone can pick it up--learn from her-implement and execute her ideas and suggestions--and become more successful!
She writes in such a way that you feel she is sitting with you every step of the way--helping you as you read each chapter. Her writing is fun, conversational and bottom line oriented in that the learning and knowledge is there for the taking.
I recommend this book to anyone with a thirst for knowledge. Lois is the master!