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14 of 15 people found the following review helpful:
5.0 out of 5 stars
Big book, lots of practical ideas, low cost techniques, September 24, 2000
This is another book by Dobkin covering his multiple exposure marketing methods. There's over 350 pages of checklists, resources, and great ideas. Here's a synopsis of the contents:I - Big Results from Free Press (publicity) - 30 sections outlining how to create a PR campaign that gets published. This was very well done, and I wish he would come out with a book on this topic exclusively. II - Direct Mail - 46 sections outlining how to create a direct mail campaign. These 46 are organized into 3 main sub-sections: a - In Direct Mail Your Success May Be Just 32 Cents Away, b -Other Elements of a Direct Mail Package c - Lists: the Most Important Element in Any Mailing. III - Marketing Through Magazines. This is broken into 4 sub-sections totalling 32 different topics: a - Overview (how to integrate with PR releases, etc.), b - Research Tools of the Trade Made Easy, c - The One Evening Marketing Plan, d - Marketing Through Magazines with Paid Advertising. IV - Ads. This is broken down into 4 sub-sections containing 30 different topics. The sub-sections are: a - Overview (writing your ads to an objective... a favorite of his, you'll also see it in his other book on Uncommon Marketing), b - Types of Headlines c - Business to Business Inquiry Generating Ads d - Ad Design and Procurement V - The $500 Campaign. Here he has 11 sections put together a complete campaign. * - He even includes a few pages in the back of the book for the "A Technique for Delaying Brain Death in Heart Attack Victims" as a public service. At first I looked at this and said "Huh?", then after I read it I was amazed at Dobkins concern for others. He really describes a zero cost way even a child could use on an adult having a heart attack. What I liked about this book: + Lots of practical advice, + He organizes the material to help your marketing campaigns, + He covers PR as an important element, as well as direct marketing, + He pushes multiple-exposure marketing (which I agree is very powerful - as I've used in on software letters and tracked the results), + He gives copywriting advice for your letters and ads, + Very good coverage of "the offer". I particularly liked his concept of "complementing the offer" (adding on guarantees, etc.). He gives lots of examples here. + He describes a marketing cost model that you can use. + How to buy and position magazine ads, + Use of low cost techniques (inquiry generating ads, postcards) + Lots of reproduced examples (letters, mag ads, postcards, classifieds) + Long list of resources. I liked this book very much. After I bought it, several years later he came out with the Uncommon Marketing book. I bought that one also. Although there is a certain amount of overlap, I'm happy I bought both. They are both rated an "A +" read, and make great reference books to keep on your shelf forever. You can also see my my review of his other book at Amazon. I believe this book lives up to the claim in the title: you can market a product for as little as $500, or at least get it rolling. John Dunbar
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