Secrets of Successful Direct Mail Hardcover – May 1, 1989
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- Publisher : Natl Textbook Co Trade; First Printing edition (May 1, 1989)
- Language : English
- Hardcover : 182 pages
- ISBN-10 : 0844231789
- ISBN-13 : 978-0844231785
- Item Weight : 1.58 pounds
- Dimensions : 6.25 x 1 x 9.25 inches
- Best Sellers Rank: #2,619,690 in Books (See Top 100 in Books)
- Customer Reviews:
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Benson's thin book is a series of short anecdotes, like Aesop's Fables, each ending in a platitude that describes a general principle of DM that has held true for Benson. (Warning: Your Mileage May Vary, especially if you're not a big fan of sweepstakes and reply-card stickers.) Many of the anecdotes throughout the book share the same principles, and the anecdotes themselves are unsatisfyingly lacking in detail.
There is little actionable how-to information in this book -- Benson unapologetically declares himself to be an Idea Guy, leaving the implementation details of copywriting, design, and campaign planning to others.
So what we're ultimately left with is a skinny volume of mostly-obvious DM principles wrapped in undeveloped anecdotes, priced like a textbook.
Perhaps I'm too demanding, but I want meaty content in the reference books I buy. This one, sadly, is just spareribs.
For those of you who don't understand the significance of the DMA Hall of Fame award, read on..."The DMA Hall of Fame is the most prestigious award bestowed in the data-driven marketing industry honoring individuals who have made significant contributions in theory and practice have raised the level of professionalism, inspired future generations and have encouraged marketers to strive for excellence in data-driven marketing.
Inductees are mentors, are master collaborators, who have shared knowledge and experience, are ground-breaking builders of businesses, are creative and have influenced innovative insights into the data-driven marketing business. Inductees are industry leaders who have distinguished themselves from others with their ingenuity and commitment to nurturing the progress of data-driven marketing which inspired many. Inductees are those who have become icons in data-driven marketing."
Dick was a trail blazer, and he was certainly well deserving of every accolade he ever received. Too bad he passed before witnessing the multi-channel explosion of big data. He would have had a blast in this digital world we live in today.
B2B/B2C Database Marketing
He gives you all this wisdom on a silver platter, here inside his book. If you use direct mail, it isn't possible for you not to either learn something, or pick up some good tid-bits for you to use in your next project.
Brilliant stuff, for sure.