Million Dollar Mailings
by Dension Hatch
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List Price: $89.00
Our Price: $35.60
Your Save: $ 53.40 ( 60% )
Availability: Usually ships in 24 hours
Manufacturer: Bonus Books
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Average Customer Rating: 
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Binding: Hardcover
Dewey Decimal Number: 659.133
EAN: 9781566251624
ISBN: 1566251621
Label: Bonus Books
Number Of Items: 1
Number Of Pages: 536
Publication Date: 2001-05-25
Publisher: Bonus Books
Studio: Bonus Books
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Spotlight customer reviews:
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Customer Rating: 
Summary: How to SPAM successfully with snail-mail
Comment: The title is accurate - these ARE million dollar
mailings - direct mail pieces that are sent to very
broad markets. As such it is a useful study source
for the pro. For the person marketing his or her
own start-up or small business it may be of lesser
usefulness.
This book will probably be of most interest to
those interested in how highly-polished direct mail
offers are written and designed:
Omaha Steaks,
Gevalia Coffee,
Magazine subscriptions...
Primarily this book shows how the most successful direct
mail pieces get the reader to open the mail, comprehend
the offer, and make a decision. This is no small feat -
these pieces are by-and-large interuptive marketing.
For example: you get an Omaha Steaks mailing because
you are on a list as a buyer of low-end luxury goods.
The mailer makes a wild guess that you are likely to
be a meat eater and mails to you with no knowledge of
your dietary habits.
If you market online you will in general have to
interpret how to transfer direct mail concepts to
websites. The nearest online equivalent to most of
these mailings is marketing to big ezine lists or
outright spamming. These pieces are the most successful
pieces of junk mail in recent years.
What comes through in many of the letters is how
subtly cunning and targeted at their ideal customer
they are. Much online copy is more expansive, with
exhausting bullet-lists and what Stephen King calls
"literary elephantitis" - a luxury not permitted
by the weight restrictions of direct mail.
Much of the persuasive value of these direct mail offers
is hinged upon the safety of buying on approval, often
from a familiar brand. As such they are instructive
in how the massive marketing systems of corporate America
function.
This is not a basic copywriting text by any means - the
lessons herein will require diligent study and thought to
apply. I don't have any doubt owning this book will make
you a better copywriter. Compared to a lot of other "swipe
files" you can buy today it's diverse in terms of
mailing formats, product types, and copywriting styles.
Customer Rating:
Summary: A great resource for advertising professionals but definitely not for beginners
Comment: If you're looking for a step by step how to guide on how you can create Million Dollar Mailings on a shoestring budget, then skip this book.
On the other hand, if you're an advertising professional charged with the task of effectively spending your client's money on marketing and advertising, then by all means, buy this book. This is your chance to look over the shoulder of a seasoned professional as he looks at some of the most successful direct mail pieces in history.
As for the cost of the book... a course on "marketing" at your local community college costs more and won't provide 1/10th of the information contained within this book!
Customer Rating:
Summary: Wow what more can I say
Comment: Wow says it all. Read the prior reviews. Pound for pound this book is worth more than gold per pound to anyone who writes copy. A life time of learning for way less than $100. Have spent 10X as much for a fraction of what this book will give you. Thanks Mr. Hatch
Customer Rating:
Summary: Buy this book while it's stilll available if you are serious
Comment: Thousands and thousands of different direct mail packages are mailed every year.
A few are super successful. This book collects the cream of the crop. the "control" letters that made these companies fortunes over the years. And explains why they worked. Will cut decades off your learning curve.
You can use these time tested successes to duplicate. So that your own mailing will be a success. Shows all different types of formats for mailing. As well as different types of offers.
Two other recommended books to learn from are Herschell Gordon Lewis' "World's Greatest Direct Mail Sales Letters" and "The Greatest Direct Mail Sales Letters of all Time" by Richard S. Hodgson
But both of these are hard to find and expensive. Who knows how long Million Dollar Mailings will be available for?
Customer Rating:
Summary: Buy this book.
Comment: However, there is a danger in that you'll see how stupid some of the marketing has been done, and is being done, by others in your company. You might get restless, run out the door and scream.
Worth it's weight in doubloons.
Caveat: Bean counters, and bean counters masquerading as marketers, will not understand this book. If all you send out are post cards and self mailers (ads with postage stamps), and you think they're effective, keep doing that. We true direct marketers will gleefully steal your lunch money with Mr. Hatch's assistance.
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Editorial Reviews:
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Customer Rating:
Summary: How to SPAM successfully with snail-mail
Comment: The title is accurate - these ARE million dollar
mailings - direct mail pieces that are sent to very
broad markets. As such it is a useful study source
for the pro. For the person marketing his or her
own start-up or small business it may be of lesser
usefulness.
This book will probably be of most interest to
those interested in how highly-polished direct mail
offers are written and designed:
Omaha Steaks,
Gevalia Coffee,
Magazine subscriptions...
Primarily this book shows how the most successful direct
mail pieces get the reader to open the mail, comprehend
the offer, and make a decision. This is no small feat -
these pieces are by-and-large interuptive marketing.
For example: you get an Omaha Steaks mailing because
you are on a list as a buyer of low-end luxury goods.
The mailer makes a wild guess that you are likely to
be a meat eater and mails to you with no knowledge of
your dietary habits.
If you market online you will in general have to
interpret how to transfer direct mail concepts to
websites. The nearest online equivalent to most of
these mailings is marketing to big ezine lists or
outright spamming. These pieces are the most successful
pieces of junk mail in recent years.
What comes through in many of the letters is how
subtly cunning and targeted at their ideal customer
they are. Much online copy is more expansive, with
exhausting bullet-lists and what Stephen King calls
"literary elephantitis" - a luxury not permitted
by the weight restrictions of direct mail.
Much of the persuasive value of these direct mail offers
is hinged upon the safety of buying on approval, often
from a familiar brand. As such they are instructive
in how the massive marketing systems of corporate America
function.
This is not a basic copywriting text by any means - the
lessons herein will require diligent study and thought to
apply. I don't have any doubt owning this book will make
you a better copywriter. Compared to a lot of other "swipe
files" you can buy today it's diverse in terms of
mailing formats, product types, and copywriting styles.
Customer Rating:
Summary: A great resource for advertising professionals but definitely not for beginners
Comment: If you're looking for a step by step how to guide on how you can create Million Dollar Mailings on a shoestring budget, then skip this book.
On the other hand, if you're an advertising professional charged with the task of effectively spending your client's money on marketing and advertising, then by all means, buy this book. This is your chance to look over the shoulder of a seasoned professional as he looks at some of the most successful direct mail pieces in history.
As for the cost of the book... a course on "marketing" at your local community college costs more and won't provide 1/10th of the information contained within this book!
Customer Rating:
Summary: Wow what more can I say
Comment: Wow says it all. Read the prior reviews. Pound for pound this book is worth more than gold per pound to anyone who writes copy. A life time of learning for way less than $100. Have spent 10X as much for a fraction of what this book will give you. Thanks Mr. Hatch
Customer Rating:
Summary: Buy this book while it's stilll available if you are serious
Comment: Thousands and thousands of different direct mail packages are mailed every year.
A few are super successful. This book collects the cream of the crop. the "control" letters that made these companies fortunes over the years. And explains why they worked. Will cut decades off your learning curve.
You can use these time tested successes to duplicate. So that your own mailing will be a success. Shows all different types of formats for mailing. As well as different types of offers.
Two other recommended books to learn from are Herschell Gordon Lewis' "World's Greatest Direct Mail Sales Letters" and "The Greatest Direct Mail Sales Letters of all Time" by Richard S. Hodgson
But both of these are hard to find and expensive. Who knows how long Million Dollar Mailings will be available for?
Customer Rating:
Summary: Buy this book.
Comment: However, there is a danger in that you'll see how stupid some of the marketing has been done, and is being done, by others in your company. You might get restless, run out the door and scream.
Worth it's weight in doubloons.
Caveat: Bean counters, and bean counters masquerading as marketers, will not understand this book. If all you send out are post cards and self mailers (ads with postage stamps), and you think they're effective, keep doing that. We true direct marketers will gleefully steal your lunch money with Mr. Hatch's assistance.
An exclusive insider's look at the art and science of direct mail creative technique--copy approaches, design, formats, offers--unlike anything ever before assembled. In addition to the successful mailings shown and described in this updated edition of Million Dollar Mailings, new topics include killer fundraising letters, the illustrated history of the magalog, and using direct mail to make money on the internet. This insider's look at the art and science of direct mail also contains an overview (complete with illustrations) of new trends in direct mail.
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