The unbeatable value of this book is that it covers every
facet of direct marketing and direct response clearly and
precisely, without using a lot of technical jargon. The author is
arguably the world's foremost authority on the subject, "one
of the great masters of our time".
This single volume is your complete handbook, giving you the
keys to success in any direct marketing medium: catalogs,
telemarketing, envelope treatment, order cards and coupons, and
post-sale follow-up. Every subject is treated with absolute
specifics. No generalities here: this is a practical, how-to
manual by an expert who uses these principles every day.
Also included are 171 "Impact Ideas". Each of them
is worth much more than the cost of this book.