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By Al Lautenslager
The key to your direct mailing success? Deliver the right message to the right target for the best results. But how? Author Al Lautenslager spells it out in this 2005 paperback.
Americans spend over $528 billion annually in response to direct-mail marketing. If you want to reap your share of those profits, you've turned to the right place.
With hot new marketing ideas and a fresh twist on old favorites, this book is a one-stop solution for small-business owners. In fact, it's the only direct-marketing book that covers the recent anti-spam laws, cell phone telemarketing regulations and the National Do Not Call Registry.
Inside you'll find:
The four critical components of direct marketing—the target, the message, the vehicle and frequency/timing—and how to get the maximum advantage from each. Tried-and-true direct-marketing methods like postcards and newsletters—and how to tailor them to today's marketplace. New, high-tech direct-marketing techniques that stay within the law—but generate response beyond your expectations. Insider tricks to using out-of-the-ordinary methods—like sweepstakes, contests and more—to your best advantage. How to develop, plan, implement and evaluate an entire direct-marketing campaign with lower costs and higher returns than you ever dreamed possible.
About the author
Al Lautenslager is an award-winning marketing and PR consultant, speaker, author and entrepreneur who has helped countless business owners succeed. He is the co-author of Guerrilla Marketing in 30 Days, the newest in the best-selling marketing series in history, and a certified Guerrilla Marketing coach.
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