192 records matched your query
06647aam a22003618i 4500 001 4B3DD250B0BE11E3B16AFBCADAD10320 003 SILO 005 20140321010102 008 130923s2014 caua 001 0 eng 010 $a 2013037976 020 $a 1599185180 (pbk.) 020 $a 9781599185187 (pbk.) : 035 $a (OCoLC)858914394 040 $a DLC $b eng $e rda $c DLC $d OCLCO $d YDXCP $d BTCTA $d SILO 042 $a pcc 050 00 $a HF5415.126 $b .S563 2014 082 00 $a 658.8/72 $2 23 084 $a BUS043010 $2 bisacsh 100 1 $a Simpson, Craig . 245 14 $a The direct mail solution : $b a business owner's guide to planning and executing a lead-generating, sales-driving, money-making campaign / $c by Craig Simpson with Dan S. Kennedy. 264 1 $a Irvine, California : $b Entrepreneur Press, $c 2014. 300 $a xix, 227 pages : $b illustrations ; $c 23 cm. 500 $a Includes index. 520 $a "Reported in 2013 as the marketing channel that "delivers the best ROI for customer acquisition and retention" by Target Marketing's Seventh Annual Media Usage Forecast survey of B2C, direct mail is surprisingly outdated and under-represented on the marketing bookshelves for small business owners - authors Simpson and Kennedy change that. Millionaire-maker Dan S. Kennedy and direct mail marketing specialist Craig Simpson urge small business owners to drive the momentum built via social media and other marketing avenues into the mailboxes of their target consumers. Unlike other direct mail marketing books on the shelf that specialize in one aspect of preparing a campaign such as copywriting or design, this comprehensive solution covers all - the organizational, technical, and creative including designing, budgeting, tracking, and assessing effectiveness. Also covered is how direct mail can be used in today's online marketing funnels. Benefiting from the authors' combined 30 years in direct marketing, business owners are given the guidelines for what works and what doesn't, illustrated by real-life business campaigns that show step-by-step how to build a results-producing promotional campaign that pushes the envelope for new business and sales"-- $c Provided by publisher. 520 $a "Benefiting from the authors combined 30 years in direct marketing, business owners are given the guidelines for what works and what doesn't illustrated by real-life business campaigns and shown step by step how to build a results-producing promotional campaign that literally pushes the envelope for new business and sales"-- $c Provided by publisher. 505 8 $a Machine generated contents note: Introduction: How I Started Making Money in Direct Mail -- And How You Can Too! -- My Life in Direct Marketing -- A summary of the author's experience and lessons learned -- Now It's Your Turn -- A motivational message to the reader -- Chapter 1: Direct Mail Basics and Creating the Perfect Sales Piece -- AIDA -- Famous sales piece formula: Attention, Interest, Desire, Action -- How Long Should a Sales Piece Be? -- Discussion of pros and cons concerning length -- The Elements of a Sales Piece -- Analysis of essential parts of a sales piece -- Make the Most Out of Every Part of Your Sales Piece -- Adding Spice to Your Sales Piece -- What If You Don't Want to Write Your Own Sales Piece? -- How to work with a professional copywriter -- Chapter 2: Mailing Lists and Segmentation -- Types of Mailing Lists -- House File -- Rented Lists -- How to Find the Right Mailing List -- List Brokers / Managers / Compilers -- Working with list professionals -- The Data Card -- Your Source for List Information -- How to find the information you need to decide whether to rent (or buy) a particular list -- How to Turn a Marginal Mailing List Into a Great One -- Getting the most out of a mailing list by knowing how to select names -- Chapter 3: Expanding Your Mailing Universe -- Increase Lifetime Value By Building an Ongoing Relationship With Your Customers -- An explanation of what Lifetime Value is all about -- Issues Concerning Lifetime Value -- How Lifetime Value Can Directly Impact the Size of your mail Campaigns -- Expanding Your Lifetime Value -- Cost Per Order / Cost Per Acquisition -- How to calculate these critical numbers -- The Secret to Rolling Out to Millions of Names by Increasing Lifetime Customer Value -- Chapter 4: Tracking Your Mail Campaign -- Track the Number of Leads/Orders -- How to track responses to a campaign to see what worked, what didn't work, and whether the campaign was worth the effort -- List Segmentation -- How to divide a list for testing purposes -- Mailing Costs -- Determining the cost of a campaign -- List History -- Digging into list performance to see which list works best and when -- Lifetime Value -- Taking Lifetime Value into account when determining the success of a campaign -- Individual Mailing Totals -- Keeping a record of the history of campaigns -- Chapter 5: Sales Piece Format and Design -- Formats and Design -- Options for designing sales pieces -- How a Simple Design and Copy Change Can Have a SIGNIFICANT Impact on Your Direct Mail Campaign -- Printing Your Mail Package -- Options for printing and production -- Chapter 6: Technical Details That Help You Create Better Mailings -- And Save You Money Too! -- Cleaning Up Your Mailing List: How Merge Purge and Data Hygiene Can Save You Thousands -- Working with the Postal Service -- Huge Postage Discounts That Can Save You Thousands! -- First Class Versus Bulk Mail: Which Class of Mail Should I Use? -- Making Sure Your Mail is Delivered -- Chapter 7: Putting It All Together -- The Details of Scheduling a Direct Mail Campaign -- SWOT -- Analyzing your campaign's Strengths, Weaknesses, Opportunities, and Threats -- Steps of a Direct Mail Campaign -- How Long Will it Take to Get a Mailing Ready and Into the Mail Stream? -- Now You Have All The Facts You Need to Start Planning a Direct Mail Campaign -- Chapter 8: How to Use Direct Mail to Drive Traffic to Your Website -- Top Online Companies Use Direct Mail -- Using Direct Mail to Build Your Email List -- The PURL Postcard -- How Catalog Companies Use Direct Mail to Generate Online Sales. -- Chapter 9: Creating Promotional and Backend Products That Build Your Business -- Creating White Papers -- Designing a Sales Funnel -- Putting Together a Course -- Coaching Programs. 650 0 $a Direct marketing. 700 1 $a Kennedy, Dan S.. 941 $a 2 952 $l YEPF572 $d 20200204072523.0 952 $l TYPH572 $d 20200110054444.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=4B3DD250B0BE11E3B16AFBCADAD10320 994 $a C0 $b IWRInitiate Another SILO Locator Search