No b.s. guide to direct marketing / by Dan S. Kennedy ; with special guest chapters from Ben Glass and Craig Proctor and special interview with Richard Seppala.
Foundation. The big switch : why direct marketing for non-direct marketing businesses? -- An offer they can't refuse -- Obey orders -- No freeloaders -- No holes in the bucket -- Shouting louder -- Tux, tails & top hat or coveralls & work boots? -- Money in the bank -- No chocolate cake for you! -- The results triangle -- The secret to infinitely higher response -- Application. You can attract your ideal customers, clients or patients : Why settle for anything else / Ben Glass -- They all laughed when I stopped selling my product : until I became a top agent and transformed my entire industry / Craig Proctor -- Resources. Direct marketing businesses to study.
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