2,239 Tested Secrets For Direct Marketing Success [Hardcover]

Denny Hatch (Author), Don Jackson (Author)

Book Description

Publication Date: February 11, 1998

"A 10-pound heart of Godiva chocolates couldn't possibly be more delicious and satisfying than the juicy nuggets that fill this anthology of direct marketing wit and wisdom. Read it slowly. It's a book to be studied, to be savored, and--of course--to be unashamedly stolen from." -- Emily Soell, Vice Chairman/Chief Creative Officer Worldwide DraftDirect Worldwide "What a treasure chest for direct marketers around the world!" -- Bob Stone, Chairman Emeritus Stone & Adler "What a brilliant idea this book is . . . for learning and reference by professionals and novices alike. It's a great read, well-organized." -- Martin Baier "Denny Hatch and Don Jackson have done our industry a great service. . . . Anyone who reads this book and puts its lessons to work will profit mightily from it." -- Arthur Middleton Hughes, Executive Vice President ACS, Inc. "They left out one "secret": Buy this book." -- Murray Raphel Raphel Marketing "Hatch and Jackson rule with their new 2,239 Tested Secrets for Direct Marketing Success. There's nothing else like it!" -- Jim Rosenfield, Chairman Rosenfield & Associates "Denny and Don have done it! . . . Their unique collection of the direct marketing industry's best secrets--covering alternate media to creative and databases . . . to design, fulfillment and Internet marketing . . . to testimonials and telemarketing, and so much more--will prove to be an invaluable yardstick for seasoned direct marketers and neophytes alike. -- John Harrison, President DiMark, a Harte-Hanks Company "Jackson and Hatch have . . . organized a readable anthology of the rules for making direct response and advertising work in any business." -- Henry R. "Pete" Hoke, Publisher Emeritus Direct Marketing Magazine "This one's for all of us . . . whether you just entered the business or have gray in your hair, this book is a must. . . . The 'rules' that Hatch and Jackson provide are the result of the experiences of some of the most important innovators in direct marketing. The result is not only a useful tool which I will use frequently, but a compendium of truly BIG ideas!" -- Jerry Reitman, Executive Director Chicago Direct Marketing Educational Foundation "I was delighted to find this volume is more than just a gold mine of ideas. It's more like a good novel. Open to any page, and it's hard to put down." -- Jim Kobs, Chairman Kobs Gregory Passavant

Editorial Reviews

From the Back Cover

Every discipline--from brain surgery to auto making to marketing--is based on the work of those who have gone before. You study their tests, capitalize on their successes, and learn from their failures. In short, every art, science, and industry has a set of canons, caveats, codes, constants, considerations, codicils, constraints, criteria, and customs that have been developed over time. And so it is with direct marketing. To listen to some self-appointed marketing gurus who have recently "discovered" the discipline, you would think direct marketing is relatively new to the marketing scene. Nothing could be further from the truth. Aside from the fact that direct marketing is more than 400 years old (the first book catalogs were printed in Venice in the 1500s), it has been a hallmark of 20th-century commerce because it is the one knowable way of building a business. Direct marketing is the business of acquiring customers and donors and getting to know them--keeping track of their transactions and then continuing to delight them by serving their current needs, creating new wants, and, above all, persuading them to act . . . to respond to a proposition. Despite its long and profitable history, no one has assembled a single collection of all the basic secrets (or rules) of direct marketing. Until now. In these pages Denny Hatch and Don Jackson blitz you with the secrets, rules, and wisdom of nearly 200 of the great masters: from Claude Hopkins, David Ogilvy, and Max Sackheim to such modern greats as Jay Abraham, Dick Benson, Malcolm Decker, Bob Doscher, John J. Fleider, Jerry Gould, Bob Hacker, Dick Hodgson, Cecil Hoge Sr., Bill Jayme, Ted Kikoler, Jim Kobs, Herschell Gordon Lewis, Malcolm McCluskey, Don Nicholas, J. Peterman, Max Ross, Jim Rutz, Emily Soell, Lew Smith, Bob Stone, Joan Throckmorton, and John Yeck. So . . . what is this book's proposition? Simply that you can have, at your fingertips, the individual and collective wisdom of the greatest practitioners of this century about: Creative, Copy, Math, Space Ads, Direct Mail, Production, Management, Strategy, Lists, Testing, Offers, Fulfillment, Back-End Operations, Lead Generation, and (of course!) much, much more!

About the Author

Denny Hatch is editor of Target Marketing magazine and the Who's Mailing What? newsletter.
Don Jackson is a direct marketing consultant and editor. --This text refers to the Paperback edition.

Product Details

• Hardcover: 368 pages
• Publisher: McGraw-Hill; 1 edition (February 11, 1998)
• Language: English
• ISBN-10: 0844230073
• ISBN-13: 978-0844230078
• Product Dimensions: 10.4 x 7.4 x 1.1 inches
• Shipping Weight: 2.1 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #1,001,011 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

34 of 36 people found the following review helpful:

5.0 out of 5 stars Best compendium of expert advice out there, February 27, 2002

By 

Harold McFarland (Florida) - See all my reviews
(HALL OF FAME REVIEWER)    (VINE VOICE)    (REAL NAME)   

This review is from: 2,239 Tested Secrets For Direct Marketing Success : The Pros Tell You Their Time-Proven Secrets (Paperback)

I've read many books about direct marketing and each has had it strong points. The problem is that each book tends to cover one or two areas and so to get a thorough understanding of all the options in direct marketing you have to read a lot of books. This book covers every area of direct marketing. Whether it is via the Internet, brochures, catalogs, headlines, testimonials, or whatever, it is covered in this book. The book is filled with tips for direct marketing no matter what method you choose. These secrets have been collected from the most successful direct marketers in history and is their distilled knowledge from years of experience. It is the collected knowledge of the greatest direct marketing minds and how to make your efforts successful. Thorough in coverage and detailed, it is the book to read first and understand before starting a direct marketing campaign. It will save you many times the cost of the book if it just helps you avoid even one mistake.

9 of 9 people found the following review helpful:

5.0 out of 5 stars Another essential for the results-oriented marketer, October 5, 2005

By 

Brian Norris (Milwaukee, WI USA) - See all my reviews
(REAL NAME)   

This review is from: 2,239 Tested Secrets For Direct Marketing Success : The Pros Tell You Their Time-Proven Secrets (Paperback)

Personally, I like lists. And this books gives you tons of lists to make sure that your marketing pieces are as good as they can be. Think of this book as an insurance policy. Well done, Denny.

8 of 8 people found the following review helpful:

5.0 out of 5 stars Every marketer should own this book, April 13, 2006

By 

Carol W. Levy "Worthingtonfineart.com" (San Jose, CA USA) - See all my reviews
(REAL NAME)   

This review is from: 2,239 Tested Secrets For Direct Marketing Success : The Pros Tell You Their Time-Proven Secrets (Paperback)

The only way to really know how your marketing campaign is doing is to test it with real people in a real life situation. While focus groups and other research provide some kinds of measurement the true test of success is when you use measurable, direct marketing and watch what transpires.

This is where Denny's book comes in to play. Nobody, but NOBODY knows testing like Denny Hatch. He's seen it all, he's participated in more tests, he's got the archive of all archives with his Who's Mailing What ... and he's connected to the most successful marketers in the industry, to share insight, pick their brains and then translate the testing that is being done into something we can all use to improve our own discovery of what makes our own customers buy from us.

Needless to say, regardless of your role in the marketing world, from mangement to creative (yes, creative!) , every marketer should own this book. And a sign that you're learning from it is to observe how dog-eared it gets over the next 12 months.