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A legendary book on successful direct-mail marketing and advertising has just been republished by Bottom Line Books, and imprint of Boardroom Inc., the direct mail publishing giant whose famous ads start out, "What never to eat on an airplane..." Why has Boardroom decided to reprint this sought-after, how to classic now? Martin Edelston, Boardroom's CEO, explains, "Direct marketing, in one form or another , is part of all our lives. It's used by just about every business and non-profit...on church bulletins and utility bills, menus left under doors, coupon ads in newspapers and magazines, inserts with your bills--even the ads on back of ATM receipts and matchbooks. And most believe almost all direct marketing can be done better." In his foreward to the 1989 edition of Benson's book, Hank Burnett -- one of the great copywriters of all time - said "This is the equivalent of a doctoral-level course on how to make a great deal of money legitamately through the mail, and may well be the most valuable book ever written on the subject." Put simply, Dick Benson's view of direct mail marketing is deceptively simple: The promotor's goal is to get prospects to raise their hands and say they're interested in what you have to seel. His book shows how to get those hands in the air. Secrets of Successful Direct Mail is everything Dick Benson learned in 40 years in the business. How valuable is this information? As Martin Edelston, one of Dick Benson's clients since 1972, says now, "Dick's book has wonderful clear lessons on how to do direct marketing right. I wish it had been available when I was starting out. I learned a lot from it, and you will too, no matter what you're selling." Brian Kurtz, Boardroom's Executive Vice-President -- notes, "Dick's influence on our company has been enormous. As the primary consultant throughout our history, he deserves much of the credit for Boardroom's success, longevity and solid reputation."
A legendary book on successful direct-mail marketing and advertising has just been republished by Bottom Line Books, and imprint of Boardroom Inc., the direct mail publishing giant whose famous ads start out, "What never to eat on an airplane..." Why has Boardroom decided to reprint this sought-after, how to classic now? Martin Edelston, Boardroom's CEO, explains, "Direct marketing, in one form or another , is part of all our lives. It's used by just about every business and non-profit...on church bulletins and utility bills, menus left under doors, coupon ads in newspapers and magazines, inserts with your bills--even the ads on back of ATM receipts and matchbooks. And most believe almost all direct marketing can be done better." In his foreward to the 1989 edition of Benson's book, Hank Burnett -- one of the great copywriters of all time - said "This is the equivalent of a doctoral-level course on how to make a great deal of money legitamately through the mail, and may well be the most valuable book ever written on the subject." Put simply, Dick Benson's view of direct mail marketing is deceptively simple: The promotor's goal is to get prospects to raise their hands and say they're interested in what you have to seel. His book shows how to get those hands in the air. Secrets of Successful Direct Mail is everything Dick Benson learned in 40 years in the business. How valuable is this information? As Martin Edelston, one of Dick Benson's clients since 1972, says now, "Dick's book has wonderful clear lessons on how to do direct marketing right. I wish it had been available when I was starting out. I learned a lot from it, and you will too, no matter what you're selling." Brian Kurtz, Boardroom's Executive Vice-President -- notes, "Dick's influence on our company has been enormous. As the primary consultant throughout our history, he deserves much of the credit for Boardroom's success, longevity and solid reputation."
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