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Direct Mail isn't about flooding your prospects with junk mail-it's about reaching your customers by using procen,effectice methods to tell them about your product or service Whether you are send-ing direct mail pieces or using the Internet,Streetwise Direct Marketing can help your business grow and succeed.

With Streetwise Direct Marketing,you will have checklists and case studies at your fingertips to help you clarify complex issues and make critical business decisions.The book also includes plenty of proven hints and tips that you can apply to your direct marketing program.A complete resource section-including online refer-ences-makes this the perfect starting point for keeping up with future develop-ments in the field.

With Streetwise Direct Marketing,you will have checklists and case studies at your fingertips to help you clarify complex ixxuse and make critical business decision.The book also includes plenty of proven hints and tips that you can apply to your direct marketing program.A complete resource section-including online refer-ences-makes this the perfect starting point for keeping up with future develop-ments in the field.

Acknowledgments

Foreword by Pierre Passavant

SECTION I:THE BASICS

CHAPTER 1:

Introduction-Direct Mail and the Dynamics of Response

CHAPTER 2:

The Offer-Key to response

CHAPTER 3:

Interactive Design

SECTION II:THE NUTS AND BOLTS

CHAPTER 4:

What Does It Cost to Do a Mailing?

CHAPTER 5:

What Kind of Results Can I Expect?

CHAPTER 6:

Finding Your Way Through the Mailing List Swamp

CHAPTER 7:

Database Marketing-the Camel in the Dark

SECTION III:THE CREATIVE PROCESS

CHAPTER 8:

Writing for Response:Direct Mail Copywriting

CHAPTER 9:

The Direct Mail Package

CHAPTER 10:

Writing and Designing Response Advertising

SECTION IV:THE SUPPORTING CAST

CHAPTER 11:

Alternative Print Media:A Low-Cost Prospecting Tool

CHAPTER 12:

Telemarketing:Reach Out and Touch Profits!

CHAPTER 13:

Catalogs

CHAPTER 14:

Trade Shows

SECTION V:THE INTERNET:MARKETING'S 8---POUND ELECTRIC GORILLA

……

APPENDICES

George Duncan is a national award-winning direct mail writer and consultant in Peterborough,new Hampshire.He is frequently listed among the top direct mail copywriters in the contry.Following six-teen years in key positions with such major direct mar-kete

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