TITLE : SECRETS OF EFFECTIVE DIRECT MAIL, THE

This is a book about money and success. Not mine. Yours. It is a book that will unlock, reveal and explain certain ways to make money, and to be successful. Despite whatever else you read, or are told, there is no shortcut. Yet, in this book you can learn some of the fastest, surest, safest ways. Not the ways of old, but the ways of new. Some born of old Some not so old. Some entirely new. Some as yet unborn. There's so much nonsense talked and written about the 'Simple Act of Selling'. Still more about advertising. And a whole myth built around the great god, marketing. While there is, of course, some fundamental truth and value in much of what is taught on these subjects, too few have yet started to worship the new alternative and spread its gospel. For in the last few years, what I describe as 'an alternative has taken shape, formalised and grown so fast that many who should know, confidently predict it will take over. It will certainly overtake. The alternative is already perceived as the ultimate process. It improves and sophisticates yet further as each day passes. It uses the latest technology to knock the selling process back decades, to the days when quality of relationship between the producer or purveyor and the customer was caring, individual and vital. This much-heralded and little understood process can bring out the best or the worst in your business and your organisation. Therefore you must control it. It is both an art and a science. But above all else, it is the future. You don't have to crave money and success to want this book. But it certainly helps. Inevitably though, the book will appeal mostly to those who find interest in one or more of the following:

people. . . truth . . . selling. . . profit. . . effectiveness. . . advertising. . . business. . . computers . . . learning. . . growth . . . common sense . . . experimentation . . . analysis . . . and perseverance.

This book is about your future. It is written for you whether you are a small business that wants to be a big business, or a big business that wants to stay that way-however sure you feel at the moment. And there is much philosophy, ideology and information. Plus pure knowledge and experience for anything and anyone who falls anywhere in between, whatever your markets. For beginners. For pro's. For sales people. For accountants or finance people. For DP people. For marketing people. And for managing directors and chairmen. Anyone sufficiently interested, involved and committed to the success of their mission to want to glimpse tomorrow today. Some may be shocked or alienated. Others inspired. Some may find their thoughts confirmed or their eyes opened. Others still, will find it full of new and exciting ideas. While many will experience the extra confidence of feeling that all the 'jigsaw pieces' are dropping into place. Welcome to the world I live in. The world of direct marketing.

John Fraser-Robinson

PS (of course!) On a practical note, I have endeavoured to write a book that can be read from beginning to end, 'dipped' into for 'boning up' on bits and pieces, but which will also be a reference work in the truer sense. Therefore, you will find a thorough index. But more, to help you 'dip and bone', you'll find useful subject headers pulled out in bold type within the index itself. A sort of literary fast forward. In structure, much as you'd expect, you'll find chapters divided more or less into subjects: a chapter on Creative, a chapter on Production, and so on.