Overview

"Practical lessons from Direct Marketing GeniusesDenny Hatch is a legendary direct marketing writer who has boiled down his copywriting expertise into the method marketing approach. Method marketing works by creating intrigue and delight for customers. Of course, this is easier said than done; so Hatch teaches us by recounting and analyzing case studies of wildly successful entrepreneurs who grew their large businesses on the power of their marketing copy. The stories he tells are entertaining, but he doesn't limit himself to just vignettes. Method Marketing also guides us with dos and don'ts backed by facts and figures. Here's What Reviewers Have Said About Method Marketing: Method Marketing shows ""how to write successful direct response copy by putting yourself in the customer's shoes. Packed with case histories of modern direct response success stories, including Bill Bonner of Agora Publishing, and Martin Edelston of Boardroom, Inc."" -Robert W. Bly, author of over 100 books on direct marketing including The Copywriter's Handbook. Bly included Method Marketing on his best marketing books ever list as ""One of 10 Marketing Books Actually Worth Reading"" ""...the examples chosen here [in Method Marketing] are powerful-and more important-[and] their workings are explained in detail. The best letters are dissected and parsed down to individual words, with statistics and research supporting the results. Hatch's colloquial tone attracts even readers otherwise not used to advertising matters; eloquent stories such as the fall and rise of Covenant House, for instance, will not fail to mesmerize."" -Booklist (published by the American Library Association) ""Written in a fun and conversational tone, this book was hard to put down. As founder of the newsletter Who's Mailing What! Hatch owns the largest private collection of direct mail. At one time, advertisers were sending him 3,000 to 4,000 mailers a month. He's a direct mail expert indeed."" -Inside Business This book is also available from Echo Point Books as a hardcover (ISBN 1648372759)."

Full Product Details

9781648372766

Table of Contents

Reviews

There is a hidden lesson in Hatch's latest paean to modern direct-mail methodologies: do not be too quick to pick successful companies to feature as examples in business books, because the minute they are selected, chances are 50-50 that their profits will start dropping. Despite the highlighting of J. Peterman Company, the examples chosen here are powerful-and more important, their workings are explained in detail. Best letters are dissected and parsed down to individual words, with statistics and research supporting the results. Hatch's colloquial tone attracts even readers otherwise not used to advertising matters; eloquent stories such as the fall and rise of Covenant House, for instance, will not fail to mesmerize. -Barbara Jacobs, Booklist Hatch tells the story of five entrepreneurs who built huge businesses on the power of copy alone. Three other successes (or temporary success) used other unique methods of 1:1 contact. Sprinkled throughout his book are a few short vignettes about business, direct mail facts, figures, and do's and don'ts. Marty Edelston held a dozen jobs before he founded Boardroom, his $125-million-dollar newsletter business. Along the way Marty (what his 80 employees call him) met copywriter Mel Martin, who became his secret weapon. Martin is famous for his creation of fascinations, or teaser copy found on the outside of envelopes, but he filled entire pages with fascinations. Martin's copy sold the Boardroom newsletters. Hatch feels Martin's copy was even better than the newsletters. The J. Peterman Company was founded on an ankle-length horseman's coat John Peterman found in Jackson Hole, Wyoming. Enter Donald Staley. Staley was a word wizard who wrote catalog copy like a Rudyard Kipling or Steinbeck. These two romantics built this successful company on unique copy and out-of-the-ordinary products sleuthed out throughout the world by Peterman and his sales people. Staley's catalog copy can be seen on the J. Peterman Companies website today. David Oreck built a unique company with his high-end quality vacuum cleaners, a product every home needs. He did radio blitzes, sent out direct order mailers and offered money-back guarantees. He did not let up until his name became a household word. His strategy worked well because, true to method marketing, Oreck was the face and voice of the company in 1:1 service. William Kennedy, founder of Western Monetary War College, tried method marketing, but customer delight was woefully missing. Kennedy sent out his direct mail marketing blitz inviting readers to join him in San Diego free of charge. When they arrived, he offered them bigger-than-life deals to buy into the silver commodities market. The price of silver fell, and Kennedy was not able to return money to customers. It landed him in prison. Written in a fun and conversational tone, this book was hard to put down. As founder of the newsletter Who's Mailing What! Hatch owns the largest private collection of direct mail. At one time, advertisers were sending him 3,000 to 4,000 mailers a month. He's a direct mail expert indeed. -Katherine Kay, INSIDE Business, May 2008 In Method Marketing, Hatch tells the stories of the use and abuse this ability, including the actual sales letters that initially persuaded prospective customers to take action and create some extraordinary companies or organizations. Along the way, he also explains other important factors for success in direct response marketing, including the mathematics required to realize net profits. Method Marketing is a worthwhile addition to your marketing library for its ideas and examples to achieve success in direct response marketing. -Michael C. Gray, CPA's Tax and Business Insight

"There is a hidden lesson in Hatch's latest paean to modern direct-mail methodologies: do not be too quick to pick successful companies to feature as examples in business books, because the minute they are selected, chances are 50-50 that their profits will start dropping. Despite the highlighting of J. Peterman Company, the examples chosen here are powerful-and more important, their workings are explained in detail. Best letters are dissected and parsed down to individual words, with statistics and research supporting the results. Hatch's colloquial tone attracts even readers otherwise not used to advertising matters; eloquent stories such as the fall and rise of Covenant House, for instance, will not fail to mesmerize. -Barbara Jacobs, Booklist Hatch tells the story of five entrepreneurs who built huge businesses on the power of copy alone. Three other successes (or temporary success) used other unique methods of 1:1 contact. Sprinkled throughout his book are a few short vignettes about business, direct mail facts, figures, and do's and don'ts. Marty Edelston held a dozen jobs before he founded Boardroom, his $125-million-dollar newsletter business. Along the way Marty (what his 80 employees call him) met copywriter Mel Martin, who became his ""secret weapon."" Martin is famous for his creation of ""fascinations,"" or teaser copy found on the outside of envelopes, but he filled entire pages with fascinations. Martin's copy sold the Boardroom newsletters. Hatch feels Martin's copy was even better than the newsletters. The J. Peterman Company was founded on an ankle-length horseman's coat John Peterman found in Jackson Hole, Wyoming. Enter Donald Staley. Staley was a word wizard who wrote catalog copy like a Rudyard Kipling or Steinbeck. These two romantics built this successful company on unique copy and out-of-the-ordinary products sleuthed out throughout the world by Peterman and his sales people. Staley's catalog copy can be seen on the J. Peterman Companies website today. David Oreck built a unique company with his high-end quality vacuum cleaners, a product every home needs. He did radio blitzes, sent out direct order mailers and offered money-back guarantees. He did not let up until his name became a household word. His strategy worked well because, true to method marketing, Oreck was the face and voice of the company in 1:1 service. William Kennedy, founder of Western Monetary War College, tried method marketing, but customer ""delight"" was woefully missing. Kennedy sent out his direct mail marketing blitz inviting readers to join him in San Diego free of charge. When they arrived, he offered them bigger-than-life deals to buy into the silver commodities market. The price of silver fell, and Kennedy was not able to return money to customers. It landed him in prison. Written in a fun and conversational tone, this book was hard to put down. As founder of the newsletter ""Who's Mailing What!"" Hatch owns the largest private collection of direct mail. At one time, advertisers were sending him 3,000 to 4,000 mailers a month. He's a direct mail expert indeed. -Katherine Kay, INSIDE Business, May 2008 In Method Marketing, Hatch tells the stories of the use and abuse this ability, including the actual sales letters that initially persuaded prospective customers to take action and create some extraordinary companies or organizations. Along the way, he also explains other important factors for success in direct response marketing, including the mathematics required to realize net profits. Method Marketing is a worthwhile addition to your marketing library for its ideas and examples to achieve success in direct response marketing. -Michael C. Gray, CPA's Tax and Business Insight"

Author Information

Denny Hatch is contributing editor of Target Marketing and a freelance direct mail copywriter, designer, and consultant.In 1984. along with his wife Peggy. he founded Who 's Mailing What, the only publication that Covel's the entire range of American direct mail for direct mailers.

Tab Content 6

Customer Reviews

Recent Reviews

Countries Available