Nov 26, 2009

Ad Man's Book Club: November 2009 Choice


Successful Direct Marketing Methods


Bob Stone and Ron Jacobs

"A must read for anyone who wants to generate more sales. This book makes your marketing more accountable and profitable."

If David Ogilvy's Ogilvy on Advertising is to copywriting what bible is to Christians, I do not know how much further can any other marketing book go. Except when it comes to Bob Stone's and Ron Jacobs' Successful Direct Marketing Methods.

The book is 600 pages of platinum. Anyone who owns it, owns a piece of proven knowledge from the world's greatest direct marketing professionals. In my opinion, you qualify for an university diploma of
advertising after studying this book. Why: because in a marketing industry not many people read books of our trade. But you will. That's why you will flourish.

What you should know about this book

Successful Direct Marketing Methods is a marketing treasure in your business book collection. Despite the fact that it has over 600 pages, it's a very easy and interesting book to read. The book includes wide sections on:
  • Strategic planning of direct marketing
  • B2B Direct marketing
  • Database building tools and resources
  • Advice on how to use media
  • Specific information about internet direct marketing
  • For creatives: Tips how to generate more responses and how to design direct mail whether on- or offline.
  • Modeling and managing your customer relationships
  • Innovation through creativity and testing
  • Research for direct marketers

I would consider this book as a handbook of direct marketing. Read it and re-read it. Tested techniques from Bob Stone's and Ron Jacobs' Successful Direct Marketing Methods can be applied to general advertising as well. It's a must read for anyone who wants to generate more sales. This book makes your marketing more accountable and profitable.

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