Patrick Forsyth - Direct Marketing In A Week - Hodder & Stoughton

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    • ISBN:9781473601949
    • Publication date:27 Jun 2014
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    • ISBN:9781473609549
    • Publication date:10 Mar 2016

Direct Marketing In A Week

Maximize Sales Through Direct Mail In Seven Simple Steps

By Patrick Forsyth

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You are just seven steps away from generating more business through direct mail
Direct Marketing In A Week is a simple and straightforward guide to making this promotional activity effective. It gives you the techniques you really need to know in just seven short chapters. From adopting a systematic approach to getting the words that express your ideas down in a correct, clear, original and acceptable way, to maintaining your potential buyers' interest and prompting positive buying decisions, you'll discover how direct mail can be used as an effective part of your promotional mix - and how similar techniques can enhance email marketing. You'll also find exercises to help you put it all into action kick-starting improved business generation.

Direct marketing just got easier
Picking the right promotional mix is not easy. Whatever is done it must be effective, and also cost-effective, and both budgets and time are no doubt limited. Business does not arrive unbidden (or very little of it does), nor does it magically arrive just by crossing your fingers and shouting 'Promotion!'; so something must be done and time and effort must be expended to make sure it works.

Even in this electronic age, direct mail remains a popular form of promotion. It can certainly find and hold customers and do so cost-effectively too. But, you may have noticed, it does not have the best image - the words 'junk mail' are frequently used in relation to direct mail offerings! However, used carefully, it can work for seller and buyer alike. This book sets out how to utilize direct marketing formaximum benefit for both.

If you position the use of direct mail effectively within the totality of your promotional mix, and make it work well - and that means systematically making sure that every element of it works well, from a letter and brochure to an envelope and much more - it can be an important part of your business generating process. In this book, in seven succinct chapters,we review how to make that so.

Each of the seven chapters in Direct Marketing In A Week covers a different aspect:
- Sunday: The recipients: database considerations
- Monday: The core elements of direct mail
- Tuesday: The component mix
- Wednesday: Creatively enhancing persuasiveness
- Thursday: Follow-up activity
- Friday: Email approaches: as easy as 'click'
- Saturday: Future campaigns

Biographical Notes

Patrick Forsyth runs Touchstone Training and Consultancy, an independent firm specialising in the improvement of marketing, sales and communications skills, based in the U.K.

He has visited and worked regularly in South East Asia for more than twenty years and has conducted programmes for the Singapore Institute of Management and other training providers in Singapore, Indonesia, Hong Kong and Thailand.

He has presented public programmes for organisations such as The Institute of Management, City University Business School, London Chamber of Commerce, and the London Management Centre.

In addition, his in-company training experience spans many different industries and he also writes extensively on management matters. He is the author of many successful business books (such as 100 Great Sales Ideas and How to write Reports and Proposals) and writes regularly for a number of business journals including Better Business and Professional Marketing.

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  • ISBN: 9781444795134
  • Publication date: 27 Jun 2014
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  • Imprint: Teach Yourself
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