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9780844232430

Business-to-Business Direct Marketing: Proven Direct Response Methods to Generate More Leads and Sales, Second Edition

Bly,Robert

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9780844232430: Business-to-Business Direct Marketing: Proven Direct Response Methods to Generate More Leads and Sales, Second Edition

Business to Business Direct Marketing is the only book that discloses how to profit from the most important weapon in the business-to-business marketer's arsenal: direct marketing.

Loaded with realworld examples of how the pros consistently increase response and generate more and better leads, Business to Business Direct Marketing gives you the guidance to create and develop narketing communications that win every time. Veteran business marketer Bob Bly unlocks the secrets behind the seven key strategies and tactics of busines-to-direct marketing. He takes the reader step-by-step through the different types of communications and media at the marketer's disposal.

Bly shows you how to:

  • Cut through the hype and get real benefits from marketing in the newer electronic media, including the World Wide Web.
  • Increase the pulling power of every print ad.
  • Get more inquiries and orders from every ad.
  • Make your direct mail response rates soar.
  • Boost response from sales brochures.
  • Maximize orders from business catalogs.
  • Create hard and soft offers that sell more.
  • Profit from postcard decks.
  • Use press releases and feature articles as direct response tools.
  • Generate leads from speeches and seminars.
  • Create inquiry fulfillment packages that close more sales.
Easy to understand and use, Business to Business Direct Marketing is a gold mine of time-tested ideas and techniques guaranteed to produce more profitable communications with business buyers.

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From the Back Cover:

"Good business-to-business direct marketing is no accident. The second edition of Bob Bly's book helps direct marketers of all experience levels eliminate guesswork. This book belongs on the bookshelf of every direct marketer. Unlike other books, you'll be going back to this one so often it will never gather dust. Cookbooks are helpful, but the real value of Business to Business Direct Marketing is the wealth of experience that Bob Bly brings to each page. From high-level strategy to copywriting hints and tips, this edition is packed with gold nuggets of advice."
-- Marc Russman Manager, Direct Marketing Skills Development IBM

"The most successful business-to-business direct marketers always had an important edge over their competitors; they knew all the tools and techniques better than their competitors--and they knew how to use them. Bob Bly's new book levels the playing field. He discloses all the insider's secrets so every business-to-business direct marketer will have the marketing savvy--including hundreds of promotional ideas--needed to win in any business-to-business market every time."
-- John Finn President Finn Corporation

"A valuable addition to any business-to-business marketer's bookshelf."
-- Cheryl Friedman Marketing Communications Coordinator BOC Gases

About the Author:

Bob Bly is an independent copywriter and consultant with more than 25 years of experience in business-to-business, high-tech, industrial, and direct marketing. He has written copy for more than 100 clients including Network Solutions, ITT Fluid Technology, Medical Economics, Intuit, Business & Legal Reports, and Brooklyn Union Gas.

Bob is the author of more than 70 books and has presented marketing, sales, and writing seminars for such groups as the U.S. Army, Independent Laboratory Distributors Association, American Institute of Chemical Engineers, and the American Marketing Association. Awards include a Gold Echo from the Direct Marketing Association, two Southstar Awards, the Standard of Excellence Award from the Web Marketing Association, and AWAI's Copywriter of the Year.

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Bly,Robert Author
Published by NTC Business Books (1998)
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