Secrets of Successful Direct Mail

Some people can do the same thing for 20 years, and all this means is they have one year of experience, twenty times. Benson, on the other hand, made each day's experience worth a lifetime of wisdom. 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.

I highly doubt that this reprint was orchestrated to hit the bookstores nationwide, especially the college campuses. Yet, with that said, it clearly describes the GEEK side of marketing, the direct side that finally is bringing accountability to the huge advertising budgets of companies like Walmart (who just selected Draft). An introduction to direct marketing, direct marketing is about attention, interest, desire and action (AIDA). This text is about measurable results. Sure, lessons on copy writing, creative, format would be great if included and timely to boot but no direct marketing text is current once it comes off the presses. With that said, with this not being the text for a University of Phoenix 12 credit semester, I would say that this is an excellent read if you are trying to decide on a career path or just a small business or professional doing your postal mailing for the first time.

I designed several successful direct mailing campaigns using Benson's practical information. Easy to read, easy to use. A classic. A basic for anyone interested in bringing a service or product to the attention of consumers.

I read this book again every year. And I pass it on to my staff, my friends, everyone I know in direct marketing. This book, itself, is one of the best kept secrets to successful direct mail.