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How to Write Sales Letters that Sell: Learn the Secrets of Successful Direct Mail - Tapa blanda

BIRD, Drayton

 
9780749438760: How to Write Sales Letters that Sell: Learn the Secrets of Successful Direct Mail
Tapa blanda
ISBN 10: 0749438762 ISBN 13: 9780749438760
Editorial: Kogan Page, 2002

Sinopsis

The right piece of direct mail can produce excellent response rates and have an extraordinary effect on business. <i>How to Write Sales Letter that Sell</i> 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

<p><b>Drayton Bird</b> 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 &amp; 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&amp;M Direct become the world's largest direct marketing agency network, and was elected to the worldwide Ogilvy Group board. <br><br><b>Drayton Bird</b> has worked with many of the world's leading brands, including American Express, British Airways, Microsoft, Nestlé, Procter &amp; Gamble, Unilever and Visa. He has also worked with major advertising agency groups, including Y&amp;R, JWT, FCB and Leo Burnett. He now runs Drayton Bird Associates, who work with many firms on direct marketing and other marketing matters.</p>

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<p>Acknowledgements<br><br> Introduction<br><br> 1. Why it's hard to write a good sales letter<br><br> 2. Why some letters fail, while others succeed<br><br> 3. Who is your competitor?<br><br> 4. A salesman in an envelope<br><br> 5. The customer's point of view<br><br> 6. The right stuff<br><br> 7. Fine writing - or persuasive offer?<br><br> 8. Desperate beginnings<br><br> 9. The right approach<br><br> 10. Write to somebody, not everybody<br><br> 11. The guts of your letter<br><br> 12. Close that sale!<br><br> 13. How to write better<br><br> 14. Writing that charms<br><br> 15. How should your letters look?<br><br> 16. Common questions</p>

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Editorial
Kogan Page
Año de publicación
2002
Idioma
Inglés
ISBN 10 
0749438762
ISBN 13 
9780749438760
Encuadernación
Tapa blanda
Número de edición
2
Número de páginas
320
Contacto del fabricante
no disponible
Persona responsable
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