Marketers and their senior-level managements have been looking for new rules and measurements to use in the new world of measurable performance. Accountable Marketing is the new rulebook for that new world.

The late Gene Schwartz used to marvel that people came to him regularly to say they directly credited Breakthrough Advertising with their making millions of dollars.

That's when Gene realized his book was about much more than just "advertising." It's about a way to develop an entirely new market for a new or an old product. It involves a number of clearly defined steps. Breakthrough Advertising shows you every single one of those steps.

If you’re going to read one book on direct mail, this comprehensive yet accessible book is it. A smart, thorough exploration of the world of direct mail, Direct Mail Pal: A Direct Mail Production Handbook casts light on every corner of the direct mail process, including direct mail planning, preproduction, production, and postproduction procedures. It strikes a perfect balance between being detailed yet not overly technical.

Energize your knowledge of direct marketing quantification and take your business to a new level of profitability and success. Gary Hennerberg has developed the formulas, analyses and models revealed in this book from over 25 years of experience working with blue-chip direct marketing companies. With this book, you will have the resources and insight to establish your course, quantify your objectives, measure your effectiveness, and use extra tools to increase your profitability. Fourteen chapters are packed with how-to information that’s easy to read and practical to apply to any direct marketing business.

The only published source of comprehensive information of top direct mail users in the U.S., including names, addresses and phone and fax numbers of their key personnel. With nearly 5,000 major mailers, this comprehensive directory shows if mailers are using color, carrier sorting, the dimensions and number of pages of their latest mailings, and more. It also indicates which direct marketers are using international mail, electronic media, and telemarketing. Published annually, this directory is a must-have for anyone related to the direct mail industry.

As we rapidly enter the Post-Advertising Age, marketers are scrambling to find new ways to engage their brands with customers, amid the growing realization that the old ways are dead. If intrusion is dead and consumers are in control, Get Content. Get Customers. brilliantly manages the feat of combining the theory of engaging customers through content marketing along with alarmingly simple and practical approaches to doing it.

This report is about money and how direct mailers are saving a lot when they play by two sets of rules…keep lists up-to-date and accurate…and present mailings to the USPS in the forms they require. Getting it right is hard, tedious work. But it is every bit as important as the offer, the creative, the printing. This special report can mean the difference between breakeven and profitability, or profits and obscene profits!

Order more than 6 how-to guides in any combination to receive discounted pricing. The more you order, the bigger the discount. Discounts will be reflected at check-out.

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On the surface, managing a direct mail campaign seems easy. However, making sense of the different steps and ensuring that things get done when and how they are supposed to is a mammoth task. That's where Scott's guide, informed by his experience that stretches over nearly 30 years and more than 5,000 mailings, is invaluable. Mailings Made Easy is the first step-by-step, checklist based system for producing flawless mailings quickly and economically. (Format: PDF DOWNLOAD)

Note: You must have Adobe Acrobat Reader in order to read Mailings Made Easy, which is in PDF format

In Method Marketing, Denny Hatch describes how eight multi-million dollar businesses were built by men who discovered the secret of getting inside the heads and under the skin of the customers—who thought how they thought, felt what they felt—and pounded home the seven key emotional drivers that change human behavior: flattery, fear, greed, anger, guilt, exclusivity and salvation.

MILLION DOLLAR MAILING$ are just that: long-running consumer and business direct mail packages that have proven themselves successful over the years by bringing in millions of customers and tens of millions of dollars in revenues. The mailings chosen for this book are not somebody's favorites. They were chosen by one judge only—the marketplace. Every mailing shown and described actively hauled in profits for three or more consecutive years.

How can you create your own Million Dollar Mailing$? The best way is to study these hugely successful direct mail packages. . . commit the techniques and rules to memory. . . and then go and do likewise.

To be successful in such a competitive market--one that continues to grow, change and only get tougher--marketers need to stay on their toes. In this brand new guide, you will find straightforward, useful information that will help you focus your paid search efforts for better ROI. Stay ahead of the marketing game and get the most bang for your paid search buck with The Secrets of Paid Search.

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6 - 9 guides - $19.95 each
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A legendary book on successful direct-mail marketing and advertising by the late direct-mail marketing giant Dick Benson—has just been republished by Bottom Line Books.

Secrets of Successful Direct Mail is about everything Dick Benson learned in 40 years in the business. How valuable is this information?
($39.95)

HOW-TO GUIDE

The U.S. Hispanic market is ready, waiting to be tapped. But you need the right tools. In this guide you’ll find information useful-and even downright necessary-for getting your mailing into the hands of responsive Hispanics.

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6 - 9 guides - $19.95 each
10 - 39 guides - $14.95 each
40+ guides -- Please call 800-777-8074 (Outside the U.S.
215-238-5482) for custom pricing

Street Smart Direct Marketing is a distillation of Lee Marc Stein's 40 years of experience in corporate direct marketing management positions, offering advice on direct marketing management, branding, financial aspects, lists and media, and improving lifetime value, among other topics. With Stein's guidance on involvement, humor, long vs. short copy, sins and mistakes, using anger, and much more, this book delivers what you need to know about direct response copywriting.

Writing sales letters is like playing the piano. Easy to do poorly; extremely difficult to do well. Most marketers are good at writing mediocre sales letters. Michael Masterson can make you great at writing letters that compel your prospective customers to order your products and send you their checks. The Architecture of Persuasion will provide you an understanding of Michael Masterson's most important secrets.

The Bill Jayme Collection: Master of Direct Mail Marketing is the first and only comprehensive collection of the greatest DM control packages ever written by the late Bill Jayme—dubbed "the magazine industry's master solicitor" by The New York Times Magazine—and designed by his partner, graphic artist Heikki Ratalahti. With this never-before-published collection of Bill Jayme direct mail packages in your hands, you'll:
... Master little-known copy and design principles
... Possess a swipe file full of offers, headline ideas, and copy
... Ignite your creativity and gain inspiration
... Start each new copywriting assignment with greater confidence and nail the ideal creative approach faster and easier.

The Bill Jayme Collection includes 11CDs (plus 1 bonus DVD) containing 210 individual direct mail efforts for 138 publications in PDF format, indexed by category and completely searchable. With this invaluable collection, the perfect idea is as close as your swipe files.

The Business of Database Marketing covers all the bases for the typical business reader. It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing. It will be the one easy-to-read and easy-to-understand guide for putting database marketing and customer relationship management to productive use for every business.

Among the topics discussed in this special report are testing fundamentals, different ways to test and tips and secrets to analyzing test results.  Many of the authors have spent their entire careers trying to beat the long-time control package.

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215-238-5482) for custom pricing

HOW-TO GUIDE

The editors of Target Marketing have brought together a group of contributors who make it their business to help companies directly market their products and services effectively, profitably and by the numbers. Our guest authors take complicated processes, boil them down to their essence and put this knowledge in your hands. ($24.95)

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215-238-5482) for custom pricing

How do you find or create the best lists for your particular product and offer? This handy booklet covers finding the right list broker…using 'data cards' to your fullest advantage…enhancing and cleaning lists…and how to make even marginal lists profitable to mail.

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As consumers become more resistant to direct sales appeals, white papers are increasingly alluring. This exciting new book is the first to tell marketers across the industry how to create effective white papers using a variety of media, all the while building successful marketing campaigns to create interest, generate leads, build relationships, and ultimately drive sales.

Smart trade show and event management can be a company’s most important success generator—if they are planned, strategized and managed properly. Trade Show and Event Marketing can be your guidebook to that marketing success.

Lists, offer and creative are important elements in the success of a direct mail campaign, but so are postage and printing. This guide details the most effective list hygiene practices, tips for working with your lettershop and strategies for reducing your production costs--all aimed at getting your campaign in the mail for less.

Order more than 6 how-to guides in any combination to receive discounted pricing. The more you order, the bigger the discount. Discounts will be reflected at check-out.

6 - 9 guides - $19.95 each
10 - 39 guides - $14.95 each
40+ guides -- Please call 800-777-8074 (Outside the U.S.
215-238-5482) for custom pricing

NEW 2010 Edition Now Available
Who's Charging What! -- Your Guide to Direct Marketing Creative Services gives you complete facts on top copywriters, agencies, designers, and consultants, providing you with the critical information you need to make decisions when looking for a copywriter. These top-flight professionals can deliver powerful, response-generating direct mail, e-mail, Websites, catalogs, print and broadcast advertising and any other direct response creative.