Secrets of Successful Direct Mail [Hardcover]

Richard V. Benson (Author)

Product Details

• Hardcover: 208 pages
• Publisher: Natl Textbook Co Trade (May 1989)
• Language: English
• ISBN-10: 0844231789
• ISBN-13: 978-0844231785
• Product Dimensions: 9.1 x 6.1 x 0.9 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.3 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #2,035,347 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

5.0 out of 5 stars Practical information works as well today as when written, March 11, 2005

By 

Gayle - See all my reviews

This review is from: Secrets of Successful Direct Mail (Hardcover)

I designed several successful direct mailing campaigns using Benson's practical information. Easy to read, easy to use. A classic. A basic for anyone interested in bringing a service or product to the attention of consumers.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Direct Mail A to Z, December 3, 2008

By 

Craig Garber "kingofcopy.com" (Tampa, Florida) - See all my reviews
(REAL NAME)   

This review is from: Secrets of Successful Direct Mail (Hardcover)

Some people can do the same thing for 20 years, and all this means is they have one year of experience, twenty times. Benson, on the other hand, made each day's experience worth a lifetime of wisdom.

He gives you all this wisdom on a silver platter, here inside his book. If you use direct mail, it isn't possible for you not to either learn something, or pick up some good tid-bits for you to use in your next project.

Brilliant stuff, for sure.

2 of 2 people found the following review helpful:

5.0 out of 5 stars A primer for the beginner or your first mail campaign, November 6, 2006

By 

Gotham Sanity (Gotham City, NY U.S.A.) - See all my reviews

This review is from: Secrets of Successful Direct Mail (Hardcover)

I highly doubt that this reprint was orchestrated to hit the bookstores nationwide, especially the college campuses. Yet, with that said, it clearly describes the GEEK side of marketing, the direct side that finally is bringing accountability to the huge advertising budgets of companies like Walmart (who just selected Draft).

An introduction to direct marketing, direct marketing is about attention, interest, desire and action (AIDA). This text is about measurable results. Sure, lessons on copy writing, creative, format would be great if included and timely to boot but no direct marketing text is current once it comes off the presses.

With that said, with this not being the text for a University of Phoenix 12 credit semester, I would say that this is an excellent read if you are trying to decide on a career path or just a small business or professional doing your postal mailing for the first time.