This book contains all of the information you need to know about direct marketing. It puts aside the myth regarding the 1-2% return on mailings. I had no idea that a 50% return was possible! The book is full of proven advice and tips; planning, list selection, the offer, pricing...it goes on and on. Reading it from cover to cover gave me the information necessary to execute my own mailing which cost me less than $200 but reaped close to $100,000. Read it!
I own an earlier edition of this book, written before the internet stuff was added.
Still, Drayton Bird is a fine writer and he explains things lucidly and he has hella' experience and knows of that which he writes.
He has a good sense of humor. Sort of droll.
No book can cover it all, but this one does a good job of touching on major points any direct marketer should really get a grasp of.
It isn't until about half-way through that Bird gets into Copywriting but he covers a lot of ground quickly in this area. If you write copy you SHOULD read a lot of books and read a lot of copy - one book doesn't do it.
It's not obvious to everyone but there are some "copywriters" out there that don't actually know marketing very well. They are best avoided if you are paying for copy, and this book will help you a lot if you are thinking of writing your own copy or thinking of hiring somebody to do it for you.
The money invested in this book has been one of my wisest choices. Drayton Bird is a first rate author when it comes to Direct Marketing. He's a sincere, funny and knowledgeable man who's given us this excellent book to study a field in which he worked in for decades with some of the greatest ad men of our times.
I bought this knowing Drayton Bird's expertise and having seen some of his videos. I wanted a low-cost edition, and this one doesn't have the information about digital, internet marketing. No problem because principles of direct marketing stay the same. Packed with useful information.
Drayton Bird is a master of the written word. What was good advice for marketers then is STILL good advice today. If you're marketing in the real world, this book is a must-have; and if you're efforts are more internet based, I recommend the revised version "Commonsense Digital and Direct Marketing"
What more can I say? David Olgivy said Drayton knows more about Direct Marketing than anyone else. I would certainly say NO one knows more than Drayton (although there is a possibility of his having 1-2 people who are close to his insight).
The only disappointment in the book is that I don't have his autograph in my copy. I need to get to get to the UK to have that drink with Drayton and Madsen (and not forget to take the book to get signed).
I read this book cover to cover and it is superb. It contains years of wisdom and ideas that are as useful today as they have been in the past. I highly recommend for anyone looking at direct marketing for their business.
I read a number of marketing books before this one,but after read Drayton's book I understand how to create and execute a direct campaign.The best side is,I think, the simple words due to the writer experience in the marketing business .If you are looking for the best combination of experience and easy reading with a ''How to...'' aproach ,this book is the best.