Direct-marketing wizard Ted Nicholas founded Enterprise Publishing 20 years ago with the book How to Form Your Own Corporation Without A Lawyer for Under $50. He has since established his firm as a leader in direct-response publishing. Here he shares the little-known secrets of his success, gleaned from years of testing and analysis in all types of direct and client marketing. This book shows how to select and price products and services; evaluate copy and layout; systematically test ads and analyze results; recognize a successful control; manage a house list of names; and more. Sample ads and copy, type spec tables, and helpful worksheets all aid in creating an effective campaign.
Preface
Introduction: My Secrets for Direct Marketing Success
Chapter 1. : Direct Response Opportunities and Pitfalls
Chapter 2. : How to Choose Products
Chapter 3. : More Ways of Picking Products
Chapter 4. : Direct Marketing Products and Services for the Future
Chapter 5. : How to Make Offers That Sell
Chapter 6. : Creating a Direct Response Firm
Chapter 7. : Cutting and Counting Costs
Chapter 8. : Ways to Help Your Direct Marketing Business Grow
Chapter 9. : Future Shock for Direct Marketing?
Chapter 10. : Starting Your Campaign
Chapter 11. : Managing Your Customers
Chapter 12. : Testing for Success
Chapter 13. : How to Write Copy That Sells
Chapter 14. : Twelve Ways to Get Your Prospect’s Attention
Chapter 15. : Writing Print Ads That Sell
Chapter 16. : Writing Direct Mail Letters That Sell
Chapter 17. : How to Get Noticed
Chapter 18. : Managing Production Costs
Chapter 19. : How to Fulfill Orders
Chapter 20. : Other Ways of Selling Directly
Chapter 21. : Legal and Ethical Concerns
Appendix
Afterword
Index
About the Author
How Ted Can Help You
