Filled with an explosive blend of critical thinking and practical know-how, Power Direct Marketing promises to motivate, inspire and educate you on how to become a better direct marketer. From planning a direct response effort (including setting objectives, timetables, and budgets), to targeting the best prospects; from making offers that guarantee responses to developing creative approaches that sell, acclaimed author Ray Jutkins will show you how to make your direct marketing ideas come to life. Praise for Power Direct Marketing, Second Edition: "This book is like getting an expert in a box who is deeply interested in your business and whom you can consult again and again. Ray Jutkins writes in a personal, engaging style that grabs and holds. Wisdom and experience for the taking." -- Ruth P. Stevens, Director, Direct Marketing, IBM Software Group "There are lots of books about the science of direct marketing and Power Direct Marketing has science, too. Ray Jutkins does a better job than most sharing the emotional core and heart of this fascinating business . . . it's chicken soup for your direct marketing soul." -- Robert C. Hacker, President, The Hacker Group, Ltd. "I nominate Ray Jutkins as the official 'clarifier' of the direct marketing industry. Ray has the unique capability of making complicated procedures seem simple . . . and he presents his knowledge with a magical combination of clarity and good humor. The 'Direct Marketing Schedule' alone is worth at least ten times the price of this book." -- Herschell Gordon Lewis, Chairman, Communicomp and best-selling business author "Direct, crystal-clear, this book is, in my view, the 21st century playbook for marketers. As sure as sunrise, as personal as a pinch, Ray's 8ight Point Market Action Program targets my marketing intentions with outrageous precision. It yields me enhanced market penetration and higher profits. It is my marketing bible." -- Burt Dubin, Marketing Director, Personal Achievement Institute "For years I've treated the first edition of Power Direct Marketing as my direct response bible, and Ray Jutkins as my guru. The second edition expands beyond the fundamentals and neatly links Ray's proven ideas with E-mail, the Web, fax, and other electronic media that are revolutionizing direct marketing today. I recommend it highly." -- Bob Bly, author, Business to Business Direct Marketing "Ray's explanation of the basics and the analysis of the reasons why, are, as usual, right on the target—He's done it again only its easier to follow with all the back-up you'll ever need." -- Robert O. Pollard, President, Webtrend Direct, Inc.
