Book Description
20th Anniversary of Infomercials Marked By Tell-All Book of Industry Secrets
Whether you love them or hate them, they've become an integral part of our television experience. They've told us everything we ever wanted to know about slicing, dicing, slimming, and toning. From BluBlocker sunglasses to the Psychic Friends Network, they've managed to capture our interest and our dollars for the last twenty years while introducing us to innovative products and some entertaining personalities . . .
But wait, there's more!
In Steven Dworman's new book $12 Billion of Inside Marketing Secrets Discovered Through Direct Response Television Sales, the entrepreneurs behind this truly American phenomenon reveal the successes and failures that made direct response television what it is today.
Written in an interview format, the book presents the personal experiences of twenty-three of the industry's leaders in their own words. "This invaluable information has never been publicly shared before, " states author Steven Dworman. "But what is truly extraordinary is the entrepreneurs personal story of starting with nothing and building $100 million dollar and up businesses!" The passion of each of these individuals comes through clearly in the interviews, whether its for the product, the marketing process, or for free enterprise generally. The story of Jay Kordich, whose Juiceman infomercial was the culmination of a very personal 40 year mission to promote the value of juicing, is truly inspiring.
Readers looking for technical information will not be disappointed. Candid conversations reveal each insider's personal successes and failures while passing along tips and tricks of the trade. In a particularly interesting section of his interview, Tony Robbins shares his experience with a specific focus group and breaks down the lessons learned. Although the book primarily focuses on network and cable TV infomercials, Marjorie Poore's interview outlines the more subtle methods used by public broadcasting for product tie-ins.
The book concludes with an interview with Bill Guthy and Greg Renker of industry heavy-hitter Guthy-Renker. Currently marketing the Proactiv skin care line, Principal Secret, Personal Power and Windsor Pilates, made their garage business into a $1 billion per year concern solely through direct response marketing. The interview includes their strategy for success, and offers their view of the future of direct response television. Author biography: In the burgeoning field of infomercials, Steve Dworman has emerged as the industry expert. In 1991 he began publishing "The Infomercial Marketing Report," a monthly subscription newsletter read in over 20 countries worldwide. He also published with Adweek Magazines, "Adweek's Direct Response Television Sourcebook." Having produced and run his own direct response television campaigns, Dworman learned all aspects of the industry. He has consulted with Fortune 500 companies such as Procter & Gamble, Estee Lauder, Mattel, Avon, Apple Computer, Microsoft, and many others.
He's been quoted by over 3,000 news sources including: Wall Street Journal, Los Angeles Times, The Economist, The New York Times, CNN, The Washington Post, The Chicago Tribune to name just a few.
He has a key eye for picking products and was responsible for many huge successes in the industry such as Total Gym, which grossed close to $1 billion in sales.
Dworman served on the Board of Directors for Positive Response Television, a public company in the direct response television industry. He also served as President and Founder of DMMO, the Digital Media Marketing Organization with members such as, Eastman Kodak, Technicolor, Warner Home Media, Sony Digital, and JVC amongst many other leading companies.
In 2001 he wrote, directed and acted in a feature film entitled, Divorce: the Musical. The film was featured on CNN, and in a front-page story in The Los Angeles Times.
He is currently consulting within the DRTV industry.
Customer Reviews:
I'm Sorry.......2006-06-13
Dear BR...
I'm sorry that you feel that my book is the worst purchase you've made on Amazon. Fortunately thousands of others have benefited from it, including major Universities that have ordered it for their libraries. The industry experts that contributed to this book reveal information on marketing that can not be found in any other source.
I truly am happy to personally refund every dime of your purchase if you email me at steve@itreallyworks.tv with your name and address. I'll send a check to you the day I receive your information.
I greatly appreciate you trying the book. I'm sorry the information in it was not to your liking.
Best wishes,
Steven Dworman
My worst amazon purchase.......2006-05-16
I have been buying books on Amazon.com on all subjects for many years. This is quite possibly the worst purchase I've ever made. It's a very basic collection of superficial interviews about the infomercial business.
I'm certain that Dworman had all of his buddies give it high marks. It would be entertaining for $9, but the price adds insult to injury.
The best one-stop source of info on the topic.......2006-02-18
Dworman has long been the ultimate chronicler of direct response TV advertising, especially the world of infomercials.
He knows all the serious players and rounded them up for his book.
It's a must have and I would have gladly paid ten times the cover price for it without blinking an eye.
Superb Resource for all Marketers - a Must-Get.......2005-01-31
Dworman's a well-regarded figure in the infomercial/dm field, and this candid collection of interviews with top success stories from Steve Scott, Tony Robbins and others is essential reading. Excellent for all marketing professionals.
An Gigantic Marketing Goldmine!.......2004-01-20
Honestly, I am completely startled and bafled as to why the top players in the direct response television industry so openly reveal their secrets, sales figures, and techniques responsible for their billions of dollars of success.
A smart marketer can easily take these insights and apply them to anything and everything they do-for extraordinary monitary rewards!
If you're a serious marketer, business owner, salesman, or influence maker, this book is a steal at 10 times its cost!
Jay Abraham
Abraham Marketing Group
Book Description
A goldmine of tested DM tips and techniques. DM guru Nat Bodian's latest direct marketing tool crams 40 years of experience into a treasure drove of response-driven strategies for racking up sales by mail, phone, and space advertising. Exhaustively indexed to make fast access easy, Direct Marketing Rules of Thumb packs 1,000 priceless time and money saving ideas you need to: prepare, use, and evaluate every DM component--from headlines to offers to credit and collections; locate, select, time, and test top-selling mailing lists for business, professions, medicine, consumers, charities, and more--plus work with list brokers, managers, and compilers; land your share of the $300 billion telemarketing business--including getting started, finding help, preparing scripts, targeting top prospects, selecting lists, and more; sell successuflly through card decks; snag the best prices on paper, printing, production, and mail shop services; create and place low-cost DM space ads; much, much more.
Customer Reviews:
Excellent Reference Book.......2007-07-09
Excellent Reference Manual. This will stay on my bookshelf for easy referencing at all times.
An awesome resource for publishers and booksellers.......2005-04-14
This is an amazing resource for ideas. It should be on every bookseller's bookshelf. I keep it handy for when I am hungry for creative ideas.
Like all of Nat Bodian's books, it's top quality and full of great information, packed with 59 chapters in 400 pages. While it is pre-Internet, you will be hard-pressed to find a more thorough treatment of the direct marketing topic.
This book is in the same league with John Kremer's "Book Marketing Made Easier" (bookmarket.com) and E Haldeman-Julius's "First Hundred Million" (100millionbooks.net). Both are PACKED with ideas, the latter also packed with proven sales numbers for what titles did and did not sell. Both are also out of print unfortunately. Kremer's book can be picked up used and is well worth the money. The other is available in digital format but is largely unavailable except for hundreds of dollars, if you can find it.
If you have a chance to pick up any of Bodian's books, do it! I love them.
Book Description
Deploy marketing dollars more efficiently In today's take-no-prisoners direct marketing battleground, the only way to win is to recognize and exploit all of DMÆs interconnecting components. Using cutting-edge research and examples drawn from today's business pages, The New Direct Marketing, Third Edition, by the award-winning David Shepard Associates, shows you how to sell to increasingly wary and jaded consumers. This exhaustively updated edition introduces you to recent technological changes, from data mining, data warehouses, and CHAID modelling, to profitable use of the Internet. You'll develop customized, customer- focused marketing programs and strategies as you learn how to: *Offset through-the-roof marketing costs with predictive andsegmentation modeling *Profit from a constant stream of demographic, psychographic, and lifestyle data from ongoing customer dialogues *Target promos and bonus offers based on previous purchases,buying patterns, and stated preferences *Much, much more
Download Description
The New Direct Marketing, Third Edition, shows you how to combine database technology with innovative direct marketing methods to first identify, and then profit from your customers' all-important needs, desires, likes, and dislikes.
Customer Reviews:
Buy this Book!.......2006-02-03
If you are looking to find a good book with examples, theorems and formulas about marketing data base promotion techniques, then buy this book it worth the money. I'd pay even more to have this book.
The authors show in detail how to segment your database using multiple formulas and techniques to reach each segment of your customers.
I encouradge anyone, students, professors or directors involved in the marketing business to buy this book.
Worth every dollar.......2003-04-17
As a consultant in the field of Database Marketing, the third edition of this book has rapidly found its place on my office shelf - a complex subject made easy through informative and well planned studies and examples.
I could not possibly remember all of this every time a client asks, but in one volume I have pretty much everything I need to know at my fingertips.
Whether you are a student, setting out on a career in direct marketing or a seasoned campaigner this book is an absolute must to get you up an running. It does not cover everything, and I suspect that some of the information on technologies and trends in the IT industry will soon be outdated, but you can always get that elsewhere!
The definitive book on direct marketing.......2002-05-04
Great for beginners and experts, this text gives excellent step by step instructions on every pertinent direct marketing concept. This is the only good "how-to" book that you will find on such a wide variety of topics.
Relevant Topics include: Setting up a marketing database & using statistics to predict response &segment customers!
A Reference Book with STep-By-Step How-To.......2000-12-09
This will be my reference book in this subject matter. It covers a lot of detail I'm convinced the authors have been collecting these nuggets since the first day they started working then poured it all out into this book. This is good and bad. It makes for a not-so-easy read. Some chapters almost just ramble this way and that. Wouldn't you rather a book err on too much detail than too little, though? I was very pleased though, that the book has many step-by-step how-tos. For example, what to include in a Functional Requirements doc, what to include in a system implmentation design doc. Fifteen steps of putting a Marketing Contact Program in place. This book is not an easy read. The chapters are written by different authors so you get a variety of styles, depth, rambling-ness. If you ever have the opportunity to hear THE David Shepard speak, don't miss it. I heard him give a 3-hour session at NCDM in Orlando this month. He is funny, engaging, delivers clearly and articulately and I learned a lot!
An Absolute book for any Marketer's Arsenal.......2000-06-28
This book has it all! With insight into both traditional & direct marketing, Sheppard & Associates drill into all aspects of database marketing: Marketing,Client/Server Technology, Statistics, Research, and so on! I recommend this book for anyone who is interested in learning about direct marketing & database marketing. But make sure you have some time on your hands. It's not an easy read. In fact, you may want to first view the table of contents & decide what areas you would benefit from reading first. Then, read it again. People will think you have returned back to school by the book's size & weight! This book is on my shelf as one of the best "reference" tools to date. I catch myself referring back to it once a month.
Average customer rating:
- Must-Read
- MUST-READING FOR ALL DIRECT MARKETERS
|
Winning Direct Response Advertising: From Print Through Interactive Media
Joan Throckmorton
Manufacturer: NTC Business Books
ProductGroup: Book
Binding: Hardcover
 General
| Business & Investing
| Subjects
| Books
Advertising
| Marketing & Sales
| Business & Investing
| Subjects
| Books
Direct
| Marketing
| Marketing & Sales
| Business & Investing
| Subjects
| Books
General
| Marketing
| Marketing & Sales
| Business & Investing
| Subjects
| Books
ASIN: 0844234281 |
Customer Reviews:
Must-Read.......2000-11-18
Joan's book is a must-read and a re-read for all direct marketing creatives. She breaks down the process so it's easy (and fun) to follow. Joan is a long-time solid creative strategist whose techniques work on traditional direct mediums and new electronic ones -- the rules never change...we just get more to deploy.
MUST-READING FOR ALL DIRECT MARKETERS.......1998-09-18
Joan Throckmorton's book is a true classic for all creators of direct response advertising. It's filled with examples of proven revenue-generators from print through electronic media. If you write, design, or manage ANY marketing effort today, you should read this book.
Book Description
This book is packed with hundreds of great ideas and proven direct marketing techniques that the author has used successfully in building a multimillion-dollar business. This is a “quick start” approach that entrepreneurs can use to expand their businesses.
Customer Reviews:
Great little book!.......2001-07-30
Even though I have an MBA in marketing, I still learned something new from this book! It's a fast-reading book with useful tips, exercises and interactive tools that can be very useful for someone who has their own business. The only flaw with this book is that it does not include a direct e-mail section. Other than that, I highly recommend it. Especially for this price, you can't go wrong!
Easy to read and put to practical use.......1999-03-12
As a freelancer, I always thought direct marketing was for "the big guys." But after I read this book, I realized there were many ways I could use it to market myself. The book is very user-friendly and includes plenty of examples that make putting Ms. Geller's suggestion into use quick and easy.
This book has really helped me to build our business.......1999-03-11
Our business is home baked products. We started with a local bakery and now we've gone national. This book helped us make a lot of "dough" as we've expanded into the catalog business -- this year grossing over 1 million dollars!
THE book for direct marketing........1998-10-13
Of all the direct marketing books out there, Lois Geller's books reign supreme. An award winning professor at New York University, she has once again tapped her expertise for a fabulous how to get started in direct marketing book. This book, her latest since Response!, is an easy to read "cookbook" of everything you need to market your product(s) from A to Z. If ever you thought about getting in the direct marketing of your products or services this is the book for you. Along with Response! The Complete Guide to Profitable Direct Marketing ANYONE from a CEO, recent college grad or stay at home parent can develop a thriving business just from reading these two essential books.
Book Description
Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program--both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more. With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies and techniques.
Customer Reviews:
Very Disappointed...Not Even Close to the Info Needed for Success!.......2006-02-26
I've been in the direct marketing business for 13 years and I was looking for this book to at least match what I knew. I was very disappointed and felt that I was ripped off. This woman didn't know what she was talking about. The book is written in a non-user friendly fashion, almost like a college textbook. Half the time I didn't even know what she was talking about, and I've been in the business for quite awhile.
She doesn't give examples of copy or anything else that could have been useful to exemplify a direct response test.
Here's the deal: If you are serious about making money in mail order or direct response, don't get any of these waste-of-time books that "claim" to show you the business. The ONLY book that I've ever read that can (almost) exactly mirror exactly what I do for my $7-million per year business is a book by Vincent James called The 12-Month Millionaire which you can get on eBay (or type in on a search engine) since it's not a regular published book. The only thing I wouldn't follow in that book is the low priced items he recommends selling like wrinkle creams and weight loss pills (stick with information courses of $199+ with mail order as a RULE, ALWAYS). Lower end products of $99 or less will cause you to lose money in mail order EVERY TIME!!
Good luck!
Very basic, but good information.......2002-12-28
If you have NO direct marketing experience at all, this is a good place to start. It covers all the bases. From list generation and offer development to postal standards.
However, if you do have some experience and are looking to increase your knowledge, there are other sources I would encourage you to check out instead.
Brilliant-Enjoyable--a true masterpiece on Direct Marketing........2002-11-08
Lois is a master at taking a subject such as Direct Marketing and breaking it down so that anyone can pick it up--learn from her-implement and execute her ideas and suggestions--and become more successful!
She writes in such a way that you feel she is sitting with you every step of the way--helping you as you read each chapter. Her writing is fun, conversational and bottom line oriented in that the learning and knowledge is there for the taking.
I recommend this book to anyone with a thirst for knowledge. Lois is the master!
This new edition makes the best marketing book even better........2002-10-01
Want to learn from the best? Than read this book. No academic mumbo jumbo. The author gives actual strategies used by real clients to make their businesses succeed and thrive. And in these rough economics times you need all the help you can get. Outstanding book and very highly recommended.
Direct Marketer's Dream.......2002-09-18
This book is so packed with practical guidance you can use immediately, I didn't even know where to start. I've worked for large companies and as an entrepreneur, and Lois's ideas on the value of relationship marketing are right-on. Unlike more "academic" authors I've read, she has many years of real-life business experience, so she knows the challenges we all face. The writing style is highly engaging - I finished it in a few days. I would heartily recommend this book to anyone whose livelihood depends on direct marketing, no matter how much you think you know...
Book Description
S.U.R.E.-Fire Direct Response Advertising delivers a proven, effective program for boosting business-to-business direct advertising response rates and converting sales leads into a steady stream of revenue. Readers are guided through the steps of the acclaimed S.U.R.E.-Fire program, which include strategic planning, marketing research, developing customer relationships, recognizing sales opportunities, and executing a sales lead campaign.
Download Description
S.U.R.E.-Fire Direct Response Advertising delivers a proven, effective program for boosting business-to-business direct advertising response rates and converting sales leads into a steady stream of revenue. Readers are guided through the steps of the acclaimed S.U.R.E.-Fire program, which include strategic planning, marketing research, developing customer relationships, recognizing sales opportunities, and executing a sales lead campaign.
Customer Reviews:
By far the best book I have seen.......2001-08-02
Experienced Direct Marketer, Kern is exactly the model you want to shape yourself to if you are in sales and direct marketing. I spend 8 hours a day generating sales leads for other businesses so I know what I am talking about. He is dead on with his methods. I also thought the Internet section was perfect for anoyone that does not currently use the internet as a research tool.
The Most Comprehensive Direct Marketing Tool To-Date.......2001-04-13
Russell Kern's Sure-Fire Direct Response Marketing is an excellent resource for improving your methods of finding and developing prospects. His coverage of topics such as handling focus groups, creating effective campaigns, and bridging the gap between marketing and sales make this a valuable tool for improving business-to-business marketing. The Internet chapter explores how to use this medium to your best advantage. Whatever your level of expertise, you'll find this book useful.
Outstanding read for sales and marketing people.......2001-04-06
Russell Kern has done a great job with SURE Fire Direct Response Marketing. The book is well-conceived and comprehensive. Although it is specifically about generating sales leads, anyone who reads this book will find their knowledge of marketing and sales greatly enhanced.
A must read for marketers!.......2001-04-01
Mr. Kern has provided the marketing industry with a new and comprehensive methodology to direct marketing. This book covers the essential fundamendals of lead generation as well as advanced marketing stratgies which include eCultivation techniques. S.U.R.E-Fire direct marketing provides a step by step process to designing an effective campaign. Plus, the execution excellence chapters (9-11) are packed with techniques and checklists to help ensure marketing success. I strongly recommend this book to marketing professional and those who are responsible for generating sales leads for their company.
Average customer rating:
- Great Book, Timeless Advice Yet Fun!
|
Selling the Way America Buys
Steve Bryant
Manufacturer: Literary Publishing
ProductGroup: Book
Binding: Paperback
General
| Sales & Selling
| Marketing & Sales
| Business & Investing
| Subjects
| Books
ASIN: 0977633543 |
Product Description
An entertaining and informative look at how to sell anything, including yourself.
Written by Steve Bryant, a nationally recognized sales expert, trainer, motivator and TV and radio host.
The only Amazon seller authorized by the publisher to offer this title.
Customer Reviews:
Great Book, Timeless Advice Yet Fun!.......2007-02-26
I heard Steve Bryant on the Rollye James show on XM Radio. I was so impressed that I ordered his book a few days later.
It is a great book that is full of terrific advice laced with humor. It would be a wonderful read for the beginning salesperson and a fun and common sense reminder for the seasoned marketer! It doesn't stop there. It would be great for anyone who has contact with other human beings!
I am encouraging my entire staff to read it.
Books:
- 1500 Decorative Ornaments CD-ROM and Book (Dover Electronic Series)
- 2,286 Traditional Stencil Designs (Dover Pictorial Archive Series)
- 21 Things I Wish My Broker Had Told Me: Practical Advice for New Real Estate Professionals.
- Arabesque: A Taste of Morocco, Turkey, and Lebanon
- Arabic Geometrical Pattern and Design (Dover Pictorial Archive Series)
- Architectural Graphic Standards, Tenth Edition (Book only)
- ART OF POCAHONTAS, THE
- Bone Volume 5: Rock Jaw Master of the Eastern Border
- Bungalow Bathrooms (Bungalow Basics)
- Calligraphic Ornaments CD-ROM and Book (Dover Electronic Clip Art Series)
Books Index
Books Home
Recommended Books
- Zero: The Biography of a Dangerous Idea
- Shamanic Mysteries of Egypt: Awakening the Healing Power of the Heart
- Complete Drawing & Sketching Course
- From Russia with Tough Love: Pavel's Kettlebell Workout for a Femme Fatale
- Life: A Journey Through Time
- Living Downstream: A Scientist's Personal Investigation of Cancer and the Environment
- Nell Gwyn: Mistress to a King
- Daniel Swarovski
- In the Realm of Rivers: Alabama's Mobile-Tensaw Delta
- The Rebel and the Rose
Television Secrets for Marketing Success: How to Sell Your Product on Infomercials, Home Shopping Channels & Spot TV Commercials from the Entrepreneur Who Gave You Blublocker(R) Sunglasses
"This business has legs": How I Used Infomercial Marketing to Create the$100,000,000 ThighMaster Craze
As Seen on TV : 50 Amazing Products and the Commercials That Made Them Famous--
Making Videos for Money: Planning and Producing Information Videos, Commercials, and Infomercials
The Complete Guide to Infomercial Marketing
