The Complete Guide to Direct Marketing: Creating Breakthrough Programs That Really Work

Good overview to explain the differences between Marketing and Direct Marketing. I read this specifically to reaquainte myself with best practices.

I needed a quick read to get my first direct marketing campaign started. This book provides comparisons to other marketing techniques and direct marketing examples. Also, it provides guidelines for approaching your audience and testing your approach. Easy read. I will read this book again to fine tune my approach down the road.

If you are looking for ways to make your direct marketing efforts more effective, more profitable, Chet Meisner's "The Complete Guide To Direct Marketing" is a must read. What's really first-rate about the book is the up-to-date information that includes the new marketing technology, along with a good review of the classic elements of a successful direct marketing campaigns. This is definitely a book for pro's and new marketers who plan to use direct marketing. M.E. Newton, President, Dirmark Group, Inc.

cool cover and yes this book shows exactly how to find the red umbrella people and move them down the buying path.

For business people who have to sell stuff, this is the best, most up-to-date book on direct marketing I've seen. A lot of the other direct marketing books are second and third editions of older books that seem like they were written when direct marketing was just about direct mail. But Chet Meisner's book is more up-to-date and, in addition to covering "snail mail", he also provides practical advice on direct marketing on the Internet, email, television, radio, print, and the latest technologies like interactive DVR and text messaging --- how to do them and where to get lists for them etc I really liked the chapters on strategy and business metrics. It helps a lot to understand how to plan your marketing and track your results so you can prove the success of your program on the bottom line: something I have to do every day. And the case studies were really great and informative. The chapter on creative was really helpful. I didn't realize there were so many "rules" for direct marketing copy and art. Also the chapters on lists and databases were very thorough. There are definitely longer direct marketing books out there (this one is about 280 pages) but this book seems to be just long enough. You get the sense that the author has really "been there and done that." ---no soft fluff or useless theories for filler. Useful facts on every page. If you're looking for a way to increase your bottom line with direct marketing this book will definitely help you learn what you need to know without making you slog through a lot of extra text. Mark Buckingham VP Sales and Marketing Callpod www.callpod.com