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Contents
List of Plates
Acknowledgements
Chapter 1: Beginnings
The Amateur Approach
The Difficult Approach
Some Valuable Discoveries
The Mysterious Rise of Direct Marketing
A Paradox
Your Timing is Good
Chapter 2: The Three Graces of Direct Marketing
Short-Term Thinking
To Make and Keep a Customer
What is Direct Marketing
The Three Graces of Direct Marketing
How Your Customer is Changing
Controllability: An Important Benefit
Giving Your Customer a Better Service
The Spiral of Prosperity
Chapter 3: Direct Marketing Can Do More Than You Think
What Can You Sell
The Role of Direct Marketing
Five Major Objectives of Direct Marketers
...And Four Ways to Achieve Them
Which Names Are Best
Chapter 4: How to Get Started
Does Your Business Have a Continuing Relationship Built In?
Sales-Force Help
Some Pertinent Questions
Use Your Names
Retail Problems
The Key to Profit
Employers and Shareholders
Who Complains
What Mail Order Teaches
Three Major Errors
What Should You Sell
Can You Offer a Good Deal
Ask Your Customers
How Does it Compare
Pay the Right Price
Don't Over Order
Where to Look
Chapter 5: Positioning and Other Mysteries Explained
Sound Advice on Boasting
Would a Salesman do this?
Added Value
Unique selling proposition
Positioning: today’s theory
Changing the rules
General advertising and positioning
Chapter 6: How to Plan Clearly
Eleven Steps to Success
Five Questions You Must Answer
Keep in Touch
How to Understand You Customers Better
Who Knows Where or When?
Where Your Money Will do Most Good
Chapter 7: Media: A Different, More Flexible Approach
Five Major Differences
The Media Recipe
Timing Critical
The Eight Traditional Media at your Disposal
The Media of the Future
Successful Media Selection
Proven Principles of Negotiation
Ten Good Deals
Chapter 8: Made for Direct Marketing: The Internet
Why Do Your Customers Use the Web
A Financial Conundrum
Classic Direct Marketing Ploy
The Devil is in the Detail: Internet Practicalities
Six Things That You Must Ask Yourself Before You Build a Site
Instant Knowledge
The Comparison with Traditional Retail
Too Many Rely on New Ideas More Than Happy Customers
What Your Site Must Deliver
The Great Divide: Marketers Versus Techies
A-Z of Building a Web Site
Chapter 9: Your Greatest Asset
The Value of a Name
The Relative Importance of the List
Twelve Criteria for Evaluating Lists
Your Database and How to Build It
Where to Find the Best New Customers
Syndicated Questionnaires
Compiled Lists
Chapter 10: Where Ideas Come From and How to Express Them Persuasively
The Birth of an Idea
Getting Organised
Context is Everything
Nationalities and Social Groups
Media Vary; Principles Don't
How to Build Conviction
The Nuts and Bolts of Good Creative Copy
Creativity in Action
Two Secret Ingredients
Chapter 11: How to Make Your Creative Work Virtually Foolproof
Twenty-Five Pointers Before you Write a Word or Sketch a Layout
Planning Your Creative Treatment
Eleven Uncreative (But Tested) Ways to Make Your Layout Work Harder
Thirteen Attention-Grabbers
Tricks and Techniques That Keep People Reading
Charity Advertising: A Special Case
What to Watch for in Broadcast
Now That You Think it's Perfect Have You Forgottten Anything?
Chapter 12: How to Text - and Evaluate Your Results
Testing: The First Duty
Thirteen Ways You can Learn by Testing
A Fair Test?
A True and Proper Record
What Testing Achieved for Me
Chapter 13: Testing Versus Research - and Other Matters
Tests That Gained an Account
Two Laws of Testing
Startling Results
Nine Testing Opportunities
How Much Should You Test? And When?
A Famous Case-History
Chapter 14: How to Choose Your Agency - and When to do Without One
Agency or Not?
Speculative Presentations
Organisation and Procedure
Playing the Field
How Much You Should Pay
Money and Talent
Try To Understand The Process
Chapter 15: Client and Agency: The Unequal Partnership
The Impossible Dream
Joy Ride?
Two Types of Realtionship
Where Things Go Wrong and How to Get Them Right
Other Trouble Spots
Chapter 16: The Future of Marketing: Ten Predictions - and a Health Warning
Little More Competence
Honesty
Full Circle
Index
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