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Sinopsis
The right piece of direct mail can produce excellent response rates and have an extraordinary effect on business. How to Write Sales Letter that Sell reveals the secrets of creating successful sales letters and contains examples of real sales letters including plenty of advice on what to avoid as well as what to include.
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Acerca del autor
Drayton Bird is a direct marketing expert named by the Chartered Institute of Marketing as one of 50 living individuals who have shaped today's marketing. In 1977, with two partners, he set up Trenear-Harvey, Bird & Watson, which became the UK's largest DM agency, which he sold in 1984 to Ogilvy and Mather. As international Vice-Chairman and Creative Director, he helped O&M Direct become the world's largest direct marketing agency network, and was elected to the worldwide Ogilvy Group board.
Drayton Bird has worked with many of the world's leading brands, including American Express, British Airways, Microsoft, Nestlé, Procter & Gamble, Unilever and Visa. He has also worked with major advertising agency groups, including Y&R, JWT, FCB and Leo Burnett. He now runs Drayton Bird Associates, who work with many firms on direct marketing and other marketing matters.
Fragmento. © Reproducción autorizada. Todos los derechos reservados.
Acknowledgements
Introduction
1. Why it's hard to write a good sales letter
2. Why some letters fail, while others succeed
3. Who is your competitor?
4. A salesman in an envelope
5. The customer's point of view
6. The right stuff
7. Fine writing - or persuasive offer?
8. Desperate beginnings
9. The right approach
10. Write to somebody, not everybody
11. The guts of your letter
12. Close that sale!
13. How to write better
14. Writing that charms
15. How should your letters look?
16. Common questions
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- EditorialKogan Page
- Año de publicación2002
- ISBN 10 0749438762
- ISBN 13 9780749438760
- EncuadernaciónTapa blanda
- IdiomaInglés
- Número de edición2
- Número de páginas320
- Contacto del fabricanteno disponible
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ISBN 10: 0749438762
ISBN 13: 9780749438760
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Paperback. Condición: Very Good. The right piece of direct mail can produce excellent response rates and have an extraordinary effect on business. But why do some sale letters achieve spectacular results whilst others are instantly consigned to the bin? This book reveals the secrets of creating successful sales letters. Containing examples of real sales letters, it includes plenty of advice on what to avoid as well as what to include. Key topics are covered such as: the secrets of persuasion; planning a letter which will get replies; creating offers that get responses and timing mailings for maximum effect. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Nº de ref. del artículo: GOR002734867
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