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.

Herschell Gordon Lewis is the consummate direct marketer: author of many books, he writes the regular feature ‘‘Creative Strategies’’ for Direct Marketing Magazine and ‘‘Copy Class’’ for the British publication Direct Marketing International. He writes the copy column for Catalog Age and has also written for the magazine Direct.

Mr. Lewis lectures at professional seminars worldwide. He consults and creates direct marketing programs for clients throughout the United States and in many other countries. He is a resident of Plantation, Florida, USA.