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In Method Marketing, Denny Hatch describes how eight multi-million dollar businesses were built by men who discovered the secret of getting inside the heads and under the skin of their costomers. Go for points of maximum anxiety, says Bill Booner, whose $40 million a year publishing business was entirely built on the genius of his direct mail copy. Figure out what keeps you customer or prospect lying awake at four in the morning, then hit those hot buttons and promise salvation (or at least the hope of salvation). Bonner's key copy drivers: fear, greed and of course, salvation.
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Denny HatchFrom Booklist:
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
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Book Description Condition: New. New. Seller Inventory # S-156625115L
Book Description Condition: New. New. Seller Inventory # SX-156625115L