Drayton Bird is a seminal figure in marketing, recognized as one of the 50 living individuals who have shaped the field. His extensive experience, honed through collaborations with global brands across diverse industries, provides a rich foundation for his insights. Bird's approach, rooted in practical application and a philosophy of common sense, has guided the successful promotion of a vast array of products and services. His work consistently emphasizes effective strategies, making him a profoundly influential voice in direct and digital marketing.
Including over 60 examples of sales letters, this guide demonstrates how correspondence can be both persuasive and effective. It explains how to time letters for maximum effect, how to create offers which will gain a response, and how to keep customers reading to the end of the letter.
In an updated edition of this acclaimed volume, international direct marketing expert Drayton Bird shares the secrets of direct mail success and offers the insights that only three decades of experience can provide. Packed with examples and illustrations from dozens of companies around the world, the author shows how to: - Get and keep customers - Create sales packages and offers that sell - Select the right products and services for a direct marketing campaign - Track and evaluate results In his readable and witty style, Drayton Bird offers a practical yet entertaining guide to the intricacies of direct marketing.
Commonsense Direct and Digital Marketing shows you how to plan and execute profitable direct marketing campaigns using the media of direct mail, internet marketing, copywriting and design. It is the classic work on this subject.