Write on Target: The Direct Marketer's Copywriting Handbook [Hardcover]

Donna Baier Stein (Author), Floyd Kemske (Author)

Book Description

ISBN-10: 0844259144 | ISBN-13: 978-0844259147 | Publication Date: January 1, 1997

Get the inside secrets to mastering the two most powerful tools of direct marketing -- exceptional creativity and sophisticated market segmentation techniques that produce profitable bottom-line results every time. Write On Target is packed with examples from some of the most successful direct marketing programs working today, plus invaluable copywriter tips that reveal how to:
-- Identify audiences to develop objectives
-- Produce powerful copy that sells
-- Apply the "secrets" to every element of the direct mail package
-- Analyze techniques and elements of a successful direct mail package

Product Details

• Hardcover: 274 pages
• Publisher: Glencoe Division Macmillian/McGraw-Hill (January 1, 1997)
• Language: English
• ISBN-10: 0844259144
• ISBN-13: 978-0844259147
• Product Dimensions: 9.2 x 7.6 x 1 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #1,415,461 in Books (See Top 100 in Books)

More About the Author

Donna Baier Stein co-authored Write on Target: Direct Marketer's Guide to Copywriting with Floyd Kemske and The New Marketing Conversation with Alex MacAaron. Her essays appear in Letters from Daughters to Mothers and Letters from Daughters to their Fathers. She edits and publishes TIFERET: A Journal of Spiritual Literature. A direct response copywriter for 30 years, Donna has written for Smithsonian, Time-Life, GEICO, Oxford University Press, World Wildlife Fund, The Nature Conservancy, and a host of other clients. Her novel FORTUNE, represented by the William Morris Endeavor agency, won the PEN New England Discovery Prize for Fiction. She has also won awards for her writing from Johns Hopkins, Bread Loaf Writers Conference, New Jersey Fellowship on the Arts, the Poetry Societies of Virginia and New Hampshire and individual literary magazines including Kansas Quarterly and Florida Review. Stories and poems appear in Virginia Quarterly Review, Prairie Schooner, Washingtonian, and dozens of other literary journals.

www.donnabaierstein.com
www.writesontarget.com
www.tiferetjournal.com

Customer Reviews

Most Helpful Customer Reviews

29 of 29 people found the following review helpful:

5.0 out of 5 stars An excellent book for anyone who wants to learn copywriting., July 25, 1998

By 

[e-mail], Marilyn Ewer (Massachusetts) - See all my reviews

This review is from: Write on Target: The Direct Marketer's Copywriting Handbook (Hardcover)

Write On Target: The Direct Marketer's Copywriting Handbook by Donna Baier Stein and Floyd Kemske will give you an excellent understanding of what direct marketing copy is and isn't, how to write good copy, and how to tell good copy from bad.

I really liked it because it has lots of sound, practical advice, tips, and checklists. It also has many examples of real campaigns covering all types of direct marketing copy from letters and brochures to the hot topic of writing for online media such as Web sites. Many examples are reproduced from the originals, showing parts of the package with graphics. It always gets my creative juices flowing when I read what the really greats in the industry are writing.

Even though I'm an experienced copywriter, going back for a "refresher course" is always helpful. For the person just starting out or with a couple of years' experience . . . this book is a must! It's also very valuable for anyone who has to hire copywriters, teach cop! ywriting, or approve copy.

6 of 9 people found the following review helpful:

5.0 out of 5 stars Great Book for Direct Marketing, August 27, 2000

By 

A. Kallmeyer "Heilpraktiker" (Hannover) - See all my reviews
(REAL NAME)   

This review is from: Write on Target: The Direct Marketer's Copywriting Handbook (Hardcover)

This book covers mainly the topics direct mail (mail package, letter, response form ec.). It also covers topics like brochures, print ads and catalogs. But there are also some additional chapters on the radio ads and the internet (aka online media). The later one was highly stimulating and provoked a partial redo of the website I build as part of my work as a centermanager....

5.0 out of 5 stars Great even for veteran writers, February 9, 2007

By 

N. Wells (Chicago, IL) - See all my reviews
(REAL NAME)   

This review is from: Write on Target: The Direct Marketer's Copywriting Handbook (Hardcover)

Donna is a fountain of copywriting and DM knowledge. I've found her to be a great resource--and I've been an advertising writer for almost 30 years. Good stuff here.