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| 100 |
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|a Bly, Robert W.
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| 245 |
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|a The Direct Mail Revolution :
|b How to Create Profitable Direct Mail Campaigns in a Digital World.
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|a Irvine, CA :
|b Entrepreneur Press,
|c 2019.
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|c Ã2019.
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| 300 |
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|a 1 online resource (271 pages)
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|a text
|b txt
|2 rdacontent
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|a computer
|b c
|2 rdamedia
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|a online resource
|b cr
|2 rdacarrier
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|a Cover -- Title Page -- Copyright -- Dedication -- Contents -- Acknowledgments -- Introduction: The New Direct-Mail Revolution -- Powerful Evidence of Direct Mail's Comeback -- Why I Wrote This Book -- Who Should Read This Book -- About the DM Samples in This Book -- Print Is Far From Dead, Even Among Millennials -- Why Our Brains Prefer Ink-on-Paper Marketing -- Yes, You Can Do Direct Mail -- Part I: Direct-Mail Planning and Strategy -- Chapter 1: Getting Started in Direct Mail -- The Direct-Mail Renaissance -- So What Exactly Is "Direct Mail"? -- Who Uses Direct-Mail Marketing? -- Advantages of Direct Mail -- Drawbacks of Direct-Mail Marketing -- The Direct-Mail Mindset -- 60 Ways to Use Direct Mail -- Chapter 2: Planning: The Professional Approach -- Step 1: Selecting the Medium -- Step 2: Selecting the Product or Service to Promote -- Step 3: Establishing Objectives -- Step 4: Targeting the Right Market -- Step 5: Finding Mailing Lists -- Step 6: Choosing a Format, Tone, and Style -- Step 7: Determining Your Unique Selling Proposition -- Step 8: Identifying Supporting Features and Benefits -- Step 9: Creating Your Offer -- Step 10: Scheduling Your Mailing -- Part II: Creating and Producing Direct-Mail Campaigns -- Chapter 3: Creating Irresistible Direct-Mail Offers -- Three Offer Elements -- Direct-Mail Success Depends on the Offer -- The Six Characteristics of an Irresistible Offer -- Offers for Lead-Generation Direct Mail -- Using Multiple Offers in One Mailer -- Offers for One-Step Direct Mail -- Lead Magnets -- Audio and Video Lead Magnets -- Enhancing the Hard Offer in Lead Generation -- Guarantees -- Deadlines and Other Act-Now Incentives -- Mail-Order Offers -- Setting Your Goals -- Chapter 4: Mailing Lists -- The Importance of the List -- Identifying List Requirements -- How Many Names on the List Should You Mail?.
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|a Minimum List Rental Requirements -- Renting Mailing Lists -- Recency, Frequency, Monetary (RFM) -- Where to Rent Mailing Lists -- 16 Tips for Profitable List Selection and Usage -- Chapter 5: Writing Direct-Mail Copy that Sells -- Copy Is King -- Know Your Product -- The "4S" Formula for Clear Writing -- The BDF Formula for Reaching Your Prospects on a Deeper Level -- Ten Tips for Writing Winning, Persuasive Direct-Mail Copy -- Six Common Copywriting Mistakes -- The Motivating Sequence -- Be Credible About What You Offer -- The Nine Fundamentals of Persuasion in Print -- Chapter 6: Direct-Mail Graphic Design -- Color in Direct-Mail Design -- Designing the Sales Letter -- The Outer Envelope -- Reply Element -- Brochure -- Buck Slip -- Lift Note -- Chapter 7: Direct-Mail Production -- Setting Your Production Schedule -- Calculating Cost Per Thousand -- Calculating Break-Even -- Affixing Postage to the Mail Piece -- Third-Class vs. First-Class Mail -- Business Reply Mail -- Printing and Letter Shop -- Chapter 8: Direct-Mail Testing -- A/B Split Tests -- Number of DM Pieces Per Test Cell -- Package and Element Testing -- Tracking Responses -- Rollout -- The Three Most Important Factors to Test -- Other Test Variables -- Ten Rules for Direct-Mail Testing -- Part III: Direct-Mail Components and Formats -- Chapter 9: Sales Letters -- How to Write a Winning Sales Letter -- A Checklist for Writing Sales Letters -- Long Copy vs. Short Copy -- Outer Envelope Teasers -- Blind Envelopes -- Using Sales Letters to Generate Leads -- 50 Points to Ponder When Creating a Lead-Generating DM Campaign -- 23 Tips for Writing Business-to-Business Sales Letters That Work -- Direct Mail to Invite Prospects to Your Trade-Show Booth -- Chapter 10: Direct-Mail Brochures -- What to Put Into Your Direct-Mail Brochure -- Direct-Mail Brochure Design -- Writing Direct-Mail Brochures.
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|a Chapter 11: Reply Elements -- Has the Web Made Reply Forms Obsolete? -- QR Code -- Chapter 12: Self-Mailers -- Self-Mailer Formats -- Eight Ways to Produce Self-Mailers That Sell -- Chapter 13: Postcards -- Advantages of Postcards -- Postcard Copy -- Design -- Part IV: Integrating Direct Mail and Digital Marketing -- Chapter 14: Landing Pages -- How Landing Pages Work -- The Principle of Copy Connectivity -- Attribution -- Lead Magnets -- Downloads vs. Qualified Leads -- Creating a Lead-Qualifying Landing Page -- List-Building Squeeze Pages -- Ten Tips for Writing High-Conversion Landing Pages -- A Word on Copy Length -- Chapter 15: Content Marketing -- Why Content Marketing Works So Well -- Create a Great Title for Your Lead Magnet -- Creating Your Content Marketing Plan -- Coping with "Content Pollution" -- Chapter 16: Email -- Similarities and Differences of Postal Mail and Email -- Creating an Integrated Campaign with Both Snail Mail and Email -- 26 Tips for Writing More Effective Emails -- Hyperlinks in Your Emails -- Chapter 17: Integrated Campaigns and Sales Funnels -- The Top of the Funnel: Direct Mail -- The Landing Page -- Fulfillment: Deliver What You Promised -- Autoresponder Email Follow-Up -- Order Page -- Shopping Cart -- Selling Outside the Funnel -- Final Thoughts -- Appendix I: Direct-Mail Vendors -- Appendix II: Bibliography -- About the Author -- Index -- The Digital Marketing Handbook: A Step-By-Step Guide to Creating Websites that Sell -- Title -- Copyright -- Chapter 1: Choosing Your Online Business Model -- Central vs. Hub-and-Spoke Model -- Single-Topic Content-Rich Site for Enthusiasts -- The Agora Model -- Needs Assessment Model -- Funnels -- Launches -- Membership Sites -- Chapter 2: Profits Equal Sales Minus Expenses -- The Web Helps Level the Playing Field -- Corporate Status and Health Insurance -- Download Speed.
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|a Online Payments -- Avoiding Shopping Cart Abandonment -- Don't Overspend -- Constantly Be Learning -- Chapter 3: Marketing Funnels for Consumer Products -- The AIDA Funnel -- Amazon Funnel -- Veterinarian Funnel -- 1-800-Flowers Funnel -- Groupon Funnel -- Netflix Funnel -- Burberry Funnel -- Theme-Based Content -- Conversion Content Timing -- A/B Testing the Funnel Content -- Customer vs. Product Focus -- Contents.
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|a In our digital world, it's easy to overlook the power of a snail mail marketing piece. It's a stealth strategy at a time when the decline in email open and click-through rates is one of the many reasons why direct mail has made a dramatic comeback in both usage and effectiveness. Less mail in the consumer's mailbox means less competition and a better chance of your direct mail piece being noticed, read, and responded to. Legendary marketing copywriter Robert W. Bly shows you how to make it work for your business.
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|a Description based on publisher supplied metadata and other sources.
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| 590 |
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|a Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2023. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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| 655 |
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|a Electronic books.
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| 776 |
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|i Print version:
|a Bly, Robert W.
|t The Direct Mail Revolution
|d Irvine, CA : Entrepreneur Press,c2019
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| 797 |
2 |
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|a ProQuest (Firm)
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| 856 |
4 |
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|u https://ebookcentral.proquest.com/lib/matrademy/detail.action?docID=5622204
|z Click to View
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