How to Write Sales Letters that Sell - Couverture souple

BIRD, Drayton

Couverture souple

ISBN 10 : 0749438762 ISBN 13 : 9780749438760

Editeur : Kogan Page, 2002

Synopsis

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.

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2002
• Langue: anglais
• ISBN 10: 0749438762
• ISBN 13: 9780749438760
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 320
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible