Do-it-yourself Direct Marketing - Secrets for Small Business (Paperback, 2nd Revised edition)

In direct marketing, you don’t have to spend big to make a big impact. This updated, new edition of direct marketing whiz Mark Bacon’s acclaimed nuts-and-bolts guide gives you surefire do-it-yourself methods for waging sophisticated, high-power direct marketing campaigns—at a fraction of what it costs the big guys. Thoroughly revised and expanded, this indispensable Second Edition covers all the essentials for success, including:

• The Internet as a direct marketing channel—from setting up Web pages to the latest, cutting-edge technological advances
• New information on reaching specific target groups
• How to use all types of direct marketing media—mail order, telemarketing, radio/TV, newsletters, end print ads
• Dealing with the postal service
• Insider money- and time-saving tips
• Dozens of examples of complete, "combat-tested" direct marketing packages, letters, forms, and checklists
• Strategies for identifying market niches, tracking responses, creating a direct-mail database, and much more

The original edition of Do-It-Yourself Direct Marketing was a selection of both Fortune Magazine Book Club and Business Week Book Club. "One of the best books I’ve seen on how the small business person can use direct marketing techniques."—Dr. William A. Cohen, author of Building a Mail Order Business