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Million Dollar Mailings | |||||||||||
  enlarge | Author: Dension Hatch Publisher: Bonus Books Category: Book List Price: Buy New: $56.06 You Save: $32.94 (37%) New (11) Used (5) from $48.61 Rating:  15 reviewsSales Rank: 228292 Media: Hardcover Edition: Updated Pages: 536 Number Of Items: 1 Shipping Weight (lbs): 4.3 Dimensions (in): 11.3 x 8.8 x 1.6 ISBN: 1566251621 Dewey Decimal Number: 659.133 EAN: 9781566251624 ASIN: 1566251621 Publication Date: May 25, 2001 Availability: Usually ships in 1-2 business days Shipping: International shipping available Condition: Brand new item. Over 4 million customers served. Order now. Selling online since 1995. Few left in stock - order soon. Code: N20081231092437N | ||||||||||
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| Editorial Reviews: Product Description An exclusive insider's look at the art and science of direct mail creative technique--copy approaches, design, formats, offers--unlike anything ever before assembled. In addition to the successful mailings shown and described in this updated edition of Million Dollar Mailings, new topics include killer fundraising letters, the illustrated history of the magalog, and using direct mail to make money on the internet. This insider's look at the art and science of direct mail also contains an overview (complete with illustrations) of new trends in direct mail. | |||||||||||
Customer Reviews: Read 10 more reviews... How to SPAM successfully with snail-mail October 16, 2008Loren Woirhaye (Amherst, MA, USA) The title is accurate - these ARE million dollar mailings - direct mail pieces that are sent to very broad markets. As such it is a useful study source for the pro. For the person marketing his or her own start-up or small business it may be of lesser usefulness. This book will probably be of most interest to those interested in how highly-polished direct mail offers are written and designed: Omaha Steaks, Gevalia Coffee, Magazine subscriptions... Primarily this book shows how the most successful direct mail pieces get the reader to open the mail, comprehend the offer, and make a decision. This is no small feat - these pieces are by-and-large interuptive marketing. For example: you get an Omaha Steaks mailing because you are on a list as a buyer of low-end luxury goods. The mailer makes a wild guess that you are likely to be a meat eater and mails to you with no knowledge of your dietary habits. If you market online you will in general have to interpret how to transfer direct mail concepts to websites. The nearest online equivalent to most of these mailings is marketing to big ezine lists or outright spamming. These pieces are the most successful pieces of junk mail in recent years. What comes through in many of the letters is how subtly cunning and targeted at their ideal customer they are. Much online copy is more expansive, with exhausting bullet-lists and what Stephen King calls "literary elephantitis" - a luxury not permitted by the weight restrictions of direct mail. Much of the persuasive value of these direct mail offers is hinged upon the safety of buying on approval, often from a familiar brand. As such they are instructive in how the massive marketing systems of corporate America function. This is not a basic copywriting text by any means - the lessons herein will require diligent study and thought to apply. I don't have any doubt owning this book will make you a better copywriter. Compared to a lot of other "swipe files" you can buy today it's diverse in terms of mailing formats, product types, and copywriting styles. A great resource for advertising professionals but definitely not for beginners June 3, 2008Kathryn L. Hendershot-Hurd If you're looking for a step by step how to guide on how you can create Million Dollar Mailings on a shoestring budget, then skip this book. On the other hand, if you're an advertising professional charged with the task of effectively spending your client's money on marketing and advertising, then by all means, buy this book. This is your chance to look over the shoulder of a seasoned professional as he looks at some of the most successful direct mail pieces in history. As for the cost of the book... a course on "marketing" at your local community college costs more and won't provide 1/10th of the information contained within this book! Wow what more can I say January 19, 2008Steve Uhl (Baltimore MD) Wow says it all. Read the prior reviews. Pound for pound this book is worth more than gold per pound to anyone who writes copy. A life time of learning for way less than $100. Have spent 10X as much for a fraction of what this book will give you. Thanks Mr. Hatch Buy this book while it's stilll available if you are serious June 28, 2007Andy Adman Thousands and thousands of different direct mail packages are mailed every year. A few are super successful. This book collects the cream of the crop. the "control" letters that made these companies fortunes over the years. And explains why they worked. Will cut decades off your learning curve. You can use these time tested successes to duplicate. So that your own mailing will be a success. Shows all different types of formats for mailing. As well as different types of offers. Two other recommended books to learn from are Herschell Gordon Lewis' "World's Greatest Direct Mail Sales Letters" and "The Greatest Direct Mail Sales Letters of all Time" by Richard S. Hodgson But both of these are hard to find and expensive. Who knows how long Million Dollar Mailings will be available for? Buy this book. April 1, 2007Jonathan Blaine However, there is a danger in that you'll see how stupid some of the marketing has been done, and is being done, by others in your company. You might get restless, run out the door and scream. Worth it's weight in doubloons. Caveat: Bean counters, and bean counters masquerading as marketers, will not understand this book. If all you send out are post cards and self mailers (ads with postage stamps), and you think they're effective, keep doing that. We true direct marketers will gleefully steal your lunch money with Mr. Hatch's assistance. | |||||||||||
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