TITLE : SECRETS OF EFFECTIVE DIRECT MAIL, THE

Contents
 
Preface  xiii
 
Acknowledgements  xv
 
PART ONE: DIRECT MARKETING: THE SCENE IS SET FOR A
POWERFUL STORY
 
Within the next decade 90 per cent of all marketing will be direct
marketing
The seven 'As' of direct marketing are also the seven 'ayes' of direct
marketing
The simple act of selling
The alternative is direct marketing
What is a database? What is database marketing? What is a marketing
database?
Beware the privacy issue
How to plan a direct marketing relationship
Rapid media selection table
 
PART TWO: DIRECT MAIL: THE SUREST, FASTEST WAY TO MONEY
AND SUCCESS
 
Introduction  53
 
CHAPTER 1 THERE'S ONLY ONE KIND OF DIRECT MAIL-IT'S . . .
YOURS  55
 
What is positioning?
Why is positioning important?
How do you achieve correct positioning?
JFR's box of tricks
 
CHAPTER 2 THERE ARE ONLY TWO KINDS OF DIRECT MAIL-THE RUBBISH AND THE
RELEVANT  64
 
Life loves the Lowest Common Denominator
Ways to avoid being rubbish
Two immediate actions to cut out the rubbishers
More Ways to Avoid Being Rubbish-and be more relevant
JFR's box of tricks
 
CHAPTER 3 THERE ARE ONLY THREE KINDS OF DIRECT MAIL-RETURNED, RECEIVED
or RESPONDED TO  74
 
Why does mail get returned?
And the rest get received
And of those who respond?
JFR's box of tricks
 
CHAPTER 4 THERE ARE ONLY FOUR KINDS OF DIRECT MAIL-WANTED, WASTED,
WORKING AND WRECKING   83
 
The technique of the wanted, wasted, and working
AIDA
Bob Stone's seven key points
Mail that's wrecking
JFR's box of tricks
 
CHAPTER 5 THERE ARE ONLY FIVE KINDS OF DIRECT MAIL-MAIL WITH CLEAR
OBJECTIVES, CALCULATED COSTINGS, PRECISION TIMING, AN UNDERSTOOD
AUDIENCE AND A COMPELLING MESSAGE   92
 
Defining clear objectives
Five popular direct marketing objectives
Lead or sale
Getting the right balance of quantity and quality
How to calculate the costings
Where should you use incentives?
How to mail with precision timing
Next, there's mail to an understood audience
How to find the best kind of direct marketing agency
A Compelling Message
JFR's briefing document
JFR's box of tricks
 
CHAPTER 6 THERF, ARE ONLY SIX KINDS OF DIRECT MAIL- SELECTIVE,
CREATIVE, PERSONAL, PERSONALISED (OR BOTH) REACTIVE, TRIED AND TESTED,
AND EASY TO RESPOND TO   117
 
How many ways can you be selective?
Direct mail is creative
Choosing a format
The basic pack formula
The 'free ride'
One-piece mailers
Direct mail is personal
Letters are friendly little things
Personal or personalised
Direct mail is reactive
Direct mail is tried and tested
How to make your testing scientific
The concept of the banker
The 'package library' concept
Keep a 'guardbook'
Favourite test subjects
Direct mail is easy to respond to
JFR's box of tricks
 
CHAPTER 7 THERE ARE ONLY SEVEN KINDS OF DIRECT MAIL-
IT'S EITHER AIMED AT: CONSUMERS, BUSINESSES, PROFESSIONS;
TO ACHIEVE: MAIL ORDER, LEAD GENERATION, RESPONSE
FULFILMENT; OR-NOT ACTUALLY MAILING AT ALL-IT'S HOUSE
TO-HOUSE DISTRIBUTION   /175
 
How do consumers deal with their mail?
How business mail is different
Where does the professional fit in all this?
Things to know about selling mail order
Generating leads for your salesforce
Three kinds of customer
A Key Suspect Identification plan
How to make fulfilment achieve exactly that
House-to-house, door-to-door, there's another type of mail
JFR's box of tricks
 
CHAPTER 8 THERE ARE ONLY EIGHT KINDS OF DIRECT MAIL-
DIRECT MAIL THAT HAS BEEN: PLANNED, PREPARED, PRICED,
PRACTISED, PRINTED, PERSONALISED, PRODUCED, POSTED   /220
 
Making your plans
Be prepared
Get in some practice
How to obtain the best prices
The budget planning table
Choosing the methods of printing
The game of the name is personalisation
Direct mail has to be carefully produced
Direct mail has to get posted
Postal services
JFR's box of tricks
 
CHAPTER 9 THERE ARE ONLY NINE KINDS OF DIRECT MAIL-
THEY GO TO LISTS THAT ARE: COMPUTERISED, INTERNAL,
EXTERNAL, CUSTOMERS, ENQUIRERS, BUSINESSES, CONSUMERS,
COMPILED, RENTED   /261
Don't mess around with lists without a computer
The two principal sources of names: internal and external
Step inside-and let's look for lists
Most direct mail goes to existing customer lists
And what of our lists of enquirers?
The business of business lists
The all-consuming topic of consumer lists
What about compiled lists?.
Rented lists
JFR's box of tricks
 
CHAPTER 10 THERE ARE ONLY TEN KINDS OF DIRECT MAIL-AND
EACH HAS SOMETHING CREATIVE IN MIND. THEY ARE . . . WITH THE
READER IN MIND, WITH COPY IN MIND, WITH DESIGN IN MIND, WITH
HUMAN NATURE IN MIND, WITH IDEAS IN MIND, WITH A
PROPOSITION IN MIND, WITH LETTERS IN MIND, WITH
PERSONALISATION IN MIND, WITH THE PACKAGE IN MIND, WITH
RESPONSE IN MIND   /295
 
Now buy!
The golden strategy
Let's take a creative approach!
With the reader in mind
With copy in mind
With design in mind
The concept of eye back management
With ideas in mind
With human nature in mind
With a proposition in mind
With letters in mind
With personalisation in mind
With the package in mind
With response in mind
JFR's box of tricks
 
CHAPTER 11 THERE'S ONLY ONE KIND OF DIRECT MAIL AND
THAT'S . . . YOURS   /339
 
PART THREE: ASSISTANCE, CONTACTS, THE LAW, AND STANDARDS.
LANGUAGE, AND WHERE YOU CAN READ SOME MORE
 
CHAPTER 12 CONTACTS AND ASSOCIATIONS   /343
 
CHAPTER 13 LEGISLATION AND STANDARDS   /357
 
Introduction
Lists
Creative
Competitions
Standards
Mail order legislation
Fulfilment
Print and production
 
PART FOUR
 
Bibliography   /385
Glossary   /391
Index   /451