Average Reviews:
(More customer reviews)This is another book by Dobkin covering his multiple exposure marketing methods. There's over 350 pages of checklists, resources, and great ideas. Here's a synopsis of the contents:
I - Big Results from Free Press (publicity) - 30 sections outlining how to create a PR campaign that gets published. This was very well done, and I wish he would come out with a book on this topic exclusively.
II - Direct Mail - 46 sections outlining how to create a direct mail campaign. These 46 are organized into 3 main sub-sections:
a - In Direct Mail Your Success May Be Just 32 Cents Away,
b -Other Elements of a Direct Mail Package
c - Lists: the Most Important Element in Any Mailing.
III - Marketing Through Magazines. This is broken into 4 sub-sections totalling 32 different topics:
a - Overview (how to integrate with PR releases, etc.),
b - Research Tools of the Trade Made Easy,
c - The One Evening Marketing Plan,
d - Marketing Through Magazines with Paid Advertising.
IV - Ads. This is broken down into 4 sub-sections containing 30 different topics. The sub-sections are:
a - Overview (writing your ads to an objective... a favorite of his, you'll also see it in his other book on Uncommon Marketing),
b - Types of Headlines
c - Business to Business Inquiry Generating Ads
d - Ad Design and Procurement
V - The $500 Campaign. Here he has 11 sections put together a complete campaign. * - He even includes a few pages in the back of the book for the "A Technique for Delaying Brain Death in Heart Attack Victims" as a public service. At first I looked at this and said "Huh?", then after I read it I was amazed at Dobkins concern for others. He really describes a zero cost way even a child could use on an adult having a heart attack.
What I liked about this book:
+ Lots of practical advice,
+ He organizes the material to help your marketing campaigns,
+ He covers PR as an important element, as well as direct marketing,
+ He pushes multiple-exposure marketing (which I agree is very powerful - as I've used in on software letters and tracked the results),
+ He gives copywriting advice for your letters and ads,
+ Very good coverage of "the offer". I particularly liked his concept of "complementing the offer" (adding on guarantees, etc.). He gives lots of examples here.
+ He describes a marketing cost model that you can use.
+ How to buy and position magazine ads,
+ Use of low cost techniques (inquiry generating ads, postcards)
+ Lots of reproduced examples (letters, mag ads, postcards, classifieds)
+ Long list of resources.
I liked this book very much. After I bought it, several years later he came out with the Uncommon Marketing book. I bought that one also. Although there is a certain amount of overlap, I'm happy I bought both. They are both rated an "A +" read, and make great reference books to keep on your shelf forever.
You can also see my my review of his other book at Amazon. I believe this book lives up to the claim in the title: you can market a product for as little as $500, or at least get it rolling.
John Dunbar
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