Book Description
For busy fundraisers, writing letters of appeal can be confusing and laborious. Now, a guide from the nation's premier letter-writing tutor--direct mail expert Mal Warwick--shows fundraisers what makes the best letters work. Whether its general advice about the most effective mail strategies, or specific advice for those interested in the details of a direct mail campaign, Warwick keeps fundraisers on track when he reminds: "You're writing for results--not a Pulitzer Prize."
In How to Write Successful Fundraising Letters, Warwick's step-by-step model for writing a successful appeal walks you through the critical stages; his topics range from laying the groundwork for a prosperous campaign all the way through to the importance of thanking donors. Supported by an extensive collection of model letters, Warwick's no-nonsense, jargon-free work has helped thousands of fundraisers achieve results.
Read a review written by Charity Channel Founder/CEO Stephen C. Nill:
http://charitychannel.com/publish/templates/?a=471&z=25
Customer Reviews:
You must buy this book.......2007-05-10
If you ever think you will have to write a fundraising letter, you NEED this book. Too many people think it is just like writing any other kind of letter but it isn't. There is a rhyme and, more importantly, a reason to it. Don't write a fundraising letter without reading this book first.
How To Write a Successful Fund Raising Letter.......2007-05-07
Excellent for a review of those with experience and super for those new at the experience. We have used it for both occasions
Disappointed.......2007-01-17
I am not an expert in writing fundraising letters. So, when I found a book with a title "How to write successful Fundraising Letters" it was as if I had won the lottery. I couldn't wait to get my hands on it because I was on a dealine to write a fundraising letter for a non-profit organization for which I had volunteered. I ordered the book, and paid just as much to have it deleivered the next day (local bookstores do not carry it). I found the book to be a tutorial and not something I could quickly benefit from. It is written to teach how to properly write and follow-up a fundraising campaign letter. The samples provided were very specific to 3-4 scenarios and did not offer much context. I guess I was looking for a book with hundreds of samples so that I could pick and choose phrases, paragraphs, etc.
Success at Last.......2007-01-11
I have toyed around with various funderaising letters over the years, reinventing the wheel each time. This book is a tremendous guideline for writing great fundraising letters and has many great examples.
I was able to raise over $100,000.00 in a recent campaign and for the first time I have had a number of people comment on how well the letter appealed to them, and how well it was written. I keep this book close at hand.
Development officer.......2006-11-06
have read part of it not all---so far it is good and helpful
Average customer rating:
- I couldn't even get through this book
- Better than a college course!
- Okay book if you've already decided on a business area
- One of the best books on the subject of mail order catalogs
- One of the best books on the subject of mail order catalogs
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How To Create Successful Catalogs
Maxwell Sroge
Manufacturer: McGraw-Hill
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Similar Items:
-
Creating a Profitable Catalog: Everything You Need to Know to Create a Catalog That Sells
-
Creating Catalogs that Sell
ASIN: 0844236616 |
Book Description
Turnkey Creative Advice--from an Industry Expert! Here is everything you need to create irresistible catalogs--in one comprehensive volume. Amply illustrated with examples from today's best catalogs, How to Create Successful Catalogs lets you see how top consumer and business-to-business catalogs handle cover shots . . . order forms . . . company letters . . . and headlines. You'll learn how to . . .
- Keep your catalog under budget and on schedule by organizing tasks and preventing expensive mistakes
- Fill your catalog with "sales appeal" that draws in new customers--and keeps them
- Create copy that makes your customers want to buy--and accurately and appealingly describes your products
- Take advantage of cost-effective new techniques that are transforming the way catalog art is produced and printed
- Communicate easily with printers and production personnel with the comprehensive glossary of industry terms
With catalog expert Maxwell Sroge as your guide, you'll produce appealing and successful catalogs your customers will order from again and again!
Customer Reviews:
I couldn't even get through this book.......2004-02-01
After reading "Catalog Copy That Sizzles", I had to read this book. I found the chapter on creating and writing descriptions of be long and boring.
The rest of the book is a great resource when it comes to creating a catalog, but don't get one book and one author's opinion. Get at least two or three books so you can form your own opinion on how to create your catalog and you can use the tips and techniques of a variety of authors.
Better than a college course!.......2002-05-24
I learned more about designing catalogs from this book than I learned from my entire college education. It's not so much a graphic design book as it is a formula for content. You'll how to design photos (or articulate your ideas to a professional photographer), how to lay out our front and back covers, how to design an effective order blank, etc.
There are two things I REALLY like about this book. First, it cites good, solid research to back up its recommendations. Second, it doesn't have the "I-know-it-all-and-if-you-don't-follow-me-you'll-fail" attitude that so many do-it-yourself business books have.
You'll also appreciate the abundance of real-life examples the book gives you--you'll look at catalog pages from well-knwon companies like Lands' End, Viking, and Brookstone.
Keep in mind, too, that many of the concepts you'll learn here will carry over into both web site and brochure design.
Okay book if you've already decided on a business area.......1998-11-07
This is an okay book if you've already figured out the business side of building a catalog business, which I would argue is actually extremely important. This book is more implementation oriented with good color examples of other catalogs. It's more about the production of the catalog which I think is more intuitive. The challenge is finding a new business area that can be profitable.
One of the best books on the subject of mail order catalogs.......1998-01-14
If you are thinking of putting together a mail order catalog, this should be one of your first investments. National Mail Order Association Recommended
One of the best books on the subject of mail order catalogs.......1998-01-14
If you are thinking of putting together a mail order catalog, this should be one of your first investments.
Book Description
Many so-called marketing experts wrtie books on how to market products. But it is rare to find an actual practitioner who not only has acheived marketing success himself (and many times over) but is able to express himself so beautifully in prose. Joseph Sugarman has written a book that every marketing person or anygbody in business should definitely read. The book is filled with marketing strategies that he taught for many years. It provides valuable lessons--all sandwiched in between actual marketing examples. A very valuable book for anybody in marketing or wanting to understand marketing.
Customer Reviews:
One of the Best 5 Copywriting Books Ever Written.......2004-04-21
Second in the "Secrets" series by Joe Sugarman, this outstanding book provides DOZENS of full page ads written by Sugarman, along with the story of how he conceived the idea for the product, and what became of the promotion. This book is brilliant, and one of my Top 5 copywriting books of all time. For the price, it is the bargain of a lifetime. Get it now before it goes out of print and becomes one of those "impossible to find" classics. Truly an awesome book.
Incredible Stuff!.......2003-06-23
Joe Sugarman's books are an extraordinary read! I've been writing copy professionally for years, so I'm no slouch. With the information Joe shared, I've been forced to rethink my entire approach to copywriting! Discover how Joe thinks, as he takes you by the hand on a tour through his most successful ads from his now legendary, JS & A catalogue. His amazing stories will make you laugh. They'll make you cry. You'll be touched at the deepest level and it will be an experience you won't soon forget. Get these books... now!
Brilliant insights from an entrepreneur who has seen it all!.......2002-01-07
Few writers are as clear, as candid and as helpful as Joe Sugarman. He not only packs his "Secrets" books with invaluable lessons that have taken him decades to learn, but he gives you fascinating, behind-the-scenes looks at dozens of advertising and marketing campaigns. From concept to completion, Joe lays out everything you could possibly hope to learn about writing compelling and profitable copy. But most important of all, Joe's books draw as much from his failures as his successes, making them infinitely more valuable that those that sell nothing but pipe dreams. As for those who complained that Joe's material is dated, sure some of it is dated as the examples literally span decades. But keep in mind, while tastes and styles may change, human nature does not. And no one understands human nature better than Joe Sugarman. His insights are timeless and their value, priceless.
Important Resource to Help in your Marketing Efforts.......2002-01-06
Marketing is not an easy career, however Joe Sugarman's experience can help even the most experienced expert. Most good information in this field is obtained for at least several hundred dollars, Joe's work is an exception. For such a meager price you can get alot of entertaining advice about what works and what doesn't in the world of marketing. You will be hard pressed to walk away from this book without several ideas about what to do with your current project or what to begin now.
Mail order wisdom.......2002-01-06
There are tons of marketing books, but in this one Sugarman tells you his success secrets for the specific area of marketing in which he is a proven master -- mail order. If you sell products directly from TV, space ads, or direct mail, and your promotions ask for the order rather than build brand awareness, this book can help you dramatically boost your response rates and profits.
Book Description
This updated edition of Mal Warwick's landmark book Revolution in the Mailbox has been thoroughly revised to provide your nonprofit organization with the most current and comprehensive survey of direct mail fundraising available anywhere. If you follow Warwick’s practical, down-to-earth advice, direct mail will help your organization grow, gain visibility, involve your donors, increase its efficiency, and achieve financial stability. Written in an easy, conversational style, this latest edition is filled with real-world examples and illustrations showing how you can realize the full potential of direct mail by putting it to work as a strategic tool.
Download Description
This updated edition of Mal Warwick's landmark book Revolution in the Mailbox has been thoroughly revised to provide your nonprofit organization with the most current and comprehensive survey of direct mail fundraising available anywhere. If you follow Warwick’s practical, down-to-earth advice, direct mail will help your organization grow, gain visibility, involve your donors, increase its efficiency, and achieve financial stability. Written in an easy, conversational style, this latest edition is filled with real-world examples and illustrations showing how you can realize the full potential of direct mail by putting it to work as a strategic tool.
Customer Reviews:
Required Reading.......2004-03-02
This book should be required reading for every non-profit organization using direct marketing. Whether you are using a direct marketing agency or doing it all in-house, this book explains not just "how" but "why" and is an invaluable reference that you will turn to again and again. Most of the questions your board has ever asked about direct marketing are answered here. Plus, the author uses real client examples with supporting spread sheets as illustrations. You can't help but be a better fundraiser after reading this book.
A Great Resource and How To!.......2004-02-26
Mal has done it again. This book takes you through every step to incorporate the power of direct mail into your fundraising plans. Whether you're a large established organization or just starting out there are important tips that can help you understand the direct mail business and implement them. It is written in an easy to read style and was quite enjoyable. The techniques will greatly impact our fundraising plan this year!
Great Resource!.......2004-02-14
Sometimes I wonder if Mal Warwick ever sleeps. He is the most productive author in the fundraising field and he turns out wonderful books - full of sage advice.
Readers will be happy to see that this completely revised edition of his classic has many examples and hundreds of ideas that will help raise more money. Moreover, it is extremely well-written, unlike many fundraising books!
If your nonprofit has a direct mail program - or you need to convince your executive director to use the mail - this book is valuable.
Revolution in the Mailbox goes on my staff list of "must-read" books - half of which Mal has written or edited. If I could give this book six stars I would.
A Great Resource and How To!.......2004-02-05
Mal has done it again. This book takes you through every step to incorporate the power of direct mail into your fundraising plans. Whether you're a large established organization or just starting out there are important tips that can help you understand the direct mail business and implement them. It is written in an easy to read style and was quite enjoyable. The techniques will greatly impact our fundraising plan this year!
Book Description
Direct marketing via the Internet is the best way to avoid the rising printing and mailing costs of traditional direct mail. Plus, it's more effective! An online campaign will often turn a profit even if the entire mailing produces only 1 percent response or less! If you're ready to try e-mail marketing, or if you're already doing it and want to know more, Internet Direct Mail has all the information you need. From selecting products and offers to writing copy and incorporating rich media-like video clips or audio into an e-mail, Internet Direct Mail shows you step by step how to create, send, and track a highly successful e-mail campaign. This guide also includes the authors' carefully compiled, invaluable lists of resources for:
- E-mail list brokers and service bureaus
- Credit card companies and corporations offering merchants accounts
- Books and software on Web marketing
- Online advertising services
Internet Direct Mail offers insight, advice, and step-by-step assistance from seasoned direct-marketing professionals who have experienced great success with Internet campaigns. Their expert guidance will help you make sound decisions about your offer, your creative, your list, your fulfillment, your method of measurement, and many other issues--allowing you to start and run a smooth, professional, results-oriented e-mail campaign.
Customer Reviews:
Great book for a new marketing medium.......2002-11-22
Any book that Bob Bly is associated with is bound to be good--no, great! And this one is no exception.
The author explores this new, exciting medium we call email and uncovers its powerful potential for direct response selling. It leads you through the basic techniques of marketing through email. What works and what doesn't. Most importantly, it steers you clear of potential pitfalls inherent in this new medium--like how to avoid spamming, etc..
A great book on email marketing that is thorough, timely, and bound to become a classic in its field.
These Authors Know Their Stuff!.......2001-03-18
These authors know their stuff. They've been very instrumental in helping Ancestry.com grow to over 320,000 paid subscribers over the past 18 months. Email Marketing is now one of our largest sources of subscriptions. I recommend this book for both beginner and expert alike.
This is the definitive book on e-mail marketing.......2001-02-02
***** FIVE STARS***** Excellent..... If you are an executive looking for information on how email marketing will impact your business, you'll want to read this book.
If you want to know how the pros are using email marketing buy this book.
It details the differences between opt in permission based lists, and SPAM, and how to avoid the pitfalls that can literally kill your business. It comes complete with information on where you can find the best email lists and email marketing services in the business.
It identifies the different types of copy, formatting, text Vs HTML, rich media, etc, and provides insight into which may be best for your business. I've been asking everyone about timing of our messages. No one was able to give me a clear answer that made any sense. This book gave me great insight into the time and day that is best for me to do my email transmissions... and the auothor's information produced immediate positive results for us.
Aside from the practical knowledge, I also liked this book because the author's share the latest thinking about where this medium is going, and what steps to take today to make sure that your business reaps the rewards of the future.
This book is not just for dot comers. I would strongly recommend this book to anyone involved in the sales and marketing of their company's products and services.
This book is now the definitive resource on email marketing.
Important Work - These authors have nailed it!.......2001-01-30
This book makes for some very compelling reading. It is not often that I read a book that delivers the goods... but these authors have nailed it. It uses both traditional and dot com companies to illustrate ways any company can leverage the Internet to gain customers at substantially reduced costs. This book has everything you need to implement a successful e-mail campaign. From how to identify good email lists to how to create the right message. Including dos and don'ts, front-end tips and back end response analysis. Has just the right balance of technical and practical information. I am a marketing manager working for a 'Fortune 500' company. The information in this book cost me hundreds of thousands of dollars to find out. Some things are so important, I wish I thought of them myself or discovered them sooner. I can't wait to try some of these techniques out and see the effect on my next campaign. I am recommending this book to everyone I know. Buy it!
Best E-Mail Marketing Book In Print.......2001-01-24
I bought this book because I know the authors by reputation. My company was a traditional mail order company. We used to sell all of our products through our printed catalog. The Internet has changed all of that. Half our budget is now dedicated to e-mail marketing.
I applied the Author's recommendations and saw my e-mail response rates take off. On the most recent campaign, I saw a 247% lift in response resulting from the use of just one of their techniques.
The book is written in very clear and concise language. It's methodical and step-by-step method worked wonders for my company's program. I've read all the other books currently on the market, they just don't compare. If you're new to e-mail marketing or a serious pro, this book has information that you can put to use right away.
The tips and tricks in creating an e-mail program were dead on. I especially liked the chapters on the type of products that can be sold via the Internet and the characteristics of a successful Internet Buyer. The "Multi-Mailing" idea alone was worth the price of the book.
Product Description
A legendary book on successful direct-mail marketing and advertising has just been republished by Bottom Line Books, and imprint of Boardroom Inc., the direct mail publishing giant whose famous ads start out, "What never to eat on an airplane..." Why has Boardroom decided to reprint this sought-after, how to classic now? Martin Edelston, Boardroom's CEO, explains, "Direct marketing, in one form or another , is part of all our lives. It's used by just about every business and non-profit...on church bulletins and utility bills, menus left under doors, coupon ads in newspapers and magazines, inserts with your bills--even the ads on back of ATM receipts and matchbooks. And most believe almost all direct marketing can be done better." In his foreward to the 1989 edition of Benson's book, Hank Burnett -- one of the great copywriters of all time - said "This is the equivalent of a doctoral-level course on how to make a great deal of money legitamately through the mail, and may well be the most valuable book ever written on the subject." Put simply, Dick Benson's view of direct mail marketing is deceptively simple: The promotor's goal is to get prospects to raise their hands and say they're interested in what you have to seel. His book shows how to get those hands in the air. Secrets of Successful Direct Mail is everything Dick Benson learned in 40 years in the business. How valuable is this information? As Martin Edelston, one of Dick Benson's clients since 1972, says now, "Dick's book has wonderful clear lessons on how to do direct marketing right. I wish it had been available when I was starting out. I learned a lot from it, and you will too, no matter what you're selling." Brian Kurtz, Boardroom's Executive Vice-President -- notes, "Dick's influence on our company has been enormous. As the primary consultant throughout our history, he deserves much of the credit for Boardroom's success, longevity and solid reputation."
Customer Reviews:
A primer for the beginner or your first mail campaign.......2006-11-07
I highly doubt that this reprint was orchestrated to hit the bookstores nationwide, especially the college campuses. Yet, with that said, it clearly describes the GEEK side of marketing, the direct side that finally is bringing accountability to the huge advertising budgets of companies like Walmart (who just selected Draft).
An introduction to direct marketing, direct marketing is about attention, interest, desire and action (AIDA). This text is about measurable results. Sure, lessons on copy writing, creative, format would be great if included and timely to boot but no direct marketing text is current once it comes off the presses.
With that said, with this not being the text for a University of Phoenix 12 credit semester, I would say that this is an excellent read if you are trying to decide on a career path or just a small business or professional doing your postal mailing for the first time.
Anecdotes and platitudes.......2006-03-20
I've been in the Direct Marketing field for a short time, and I have to say quite bluntly that despite the provocative title, this book does not contain any "secrets" that can't be found in many other sources of DM info. In fact, most of it is DM 101. Or maybe 201 at best.
Benson's thin book is a series of short anecdotes, like Aesop's Fables, each ending in a platitude that describes a general principle of DM that has held true for Benson. (Warning: Your Mileage May Vary, especially if you're not a big fan of employing sweepstakes and reply-card stickers in your DM.) Many of the anecdotes throughout the book share the same principles, and the anecdotes themselves are unsatisfyingly lacking in detail.
There is little actionable how-to information in this book -- Benson unapologetically declares himself to be an Idea Guy, leaving the implementation details of copywriting, design, and campaign planning to others.
So what we're ultimately left with is a skinny volume of mostly-obvious DM principles wrapped in undeveloped anecdotes, priced like a textbook.
Perhaps I'm too demanding, but I want meaty content in the reference books I buy. This one, sadly, is just spareribs.
Customer Reviews:
Anecdotes and platitudes.......2006-02-19
I've been in the Direct Marketing field for a short time, and I have to say quite bluntly that despite the provocative title, this book does not contain any "secrets" that can't be found in many other sources of DM info. In fact, most of it is DM 101. Or maybe 201 at best.
Benson's thin book is a series of short anecdotes, like Aesop's Fables, each ending in a platitude that describes a general principle of DM that has held true for Benson. (Warning: Your Mileage May Vary, especially if you're not a big fan of sweepstakes and reply-card stickers.) Many of the anecdotes throughout the book share the same principles, and the anecdotes themselves are unsatisfyingly lacking in detail.
There is little actionable how-to information in this book -- Benson unapologetically declares himself to be an Idea Guy, leaving the implementation details of copywriting, design, and campaign planning to others.
So what we're ultimately left with is a skinny volume of mostly-obvious DM principles wrapped in undeveloped anecdotes, priced like a textbook.
Perhaps I'm too demanding, but I want meaty content in the reference books I buy. This one, sadly, is just spareribs.
Practical information works as well today as when written.......2005-03-12
I designed several successful direct mailing campaigns using Benson's practical information. Easy to read, easy to use. A classic. A basic for anyone interested in bringing a service or product to the attention of consumers.
This book is one of the secrets to successful direct mail........2000-06-22
I read this book again every year. And I pass it on to my staff, my friends, everyone I know in direct marketing. This book, itself, is one of the best kept secrets to successful direct mail.
Customer Reviews:
Needs more examples from OTHER companies catalogs.......2004-02-01
After reading this book, I found it to have some good ideas, but it was too specific. I thought the author was just writing a book to promote his catalog because, unlike other catalog books, he used examples from HIS catalog. While the page with the Highland attire was a good example, all of the pages from his catalog just became overkill. It would have been much better had to also used examples from a variety of catalogs.
What A Book--It Got Me Thinking.......2000-06-08
Our business is thinking about producing a catalog. We purchased several catalog books. "The Catalog Handbook" was great. He walks you step by step in how and why he designed his catalog--even some of his mistakes. Just reading it, I got some great ideas on how to create our catalog. This is for the first-timer and small business cataloger.
Average customer rating:
- It's decent, but the radio part is limited
- Advertising without an Agency
|
Advertising Without an Agency: A Comprehensive Guide to Radio, Television, Print, Direct Mail and Outdoor Advertising for Small Business (Psi Successful Business Library)
Kathy Kobliski
Manufacturer: The Oasis Press
ProductGroup: Book
Binding: Paperback
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Similar Items:
-
The 33 Ruthless Rules of Local Advertising
ASIN: 1555715532 |
Book Description
Learn the skills necessary to pinpoint and communicate directly to your customer markets.
Customer Reviews:
It's decent, but the radio part is limited.......2003-01-21
EDIT: I'm putting my review below on hold as I've realized I've got an original version of the book- 2 prints out of date! Will read newest version and re-review. So take with a grain of salt. Ross
-------------------------------------------
This book is a nice easy read, and simple to work through. However, but having been in radio (marketing & promotions director, years in sales, my own small agency) since 1992, I thought her knowledge of the radio format was somewhat limited...this made me think that perhaps some of the other areas that I'm not as knowledgeable about (outdoor, direct mail) she might be limited as well.
Kathy states that there are only 2 tried and true ways to buying radio, either tactical or strategic, with schedules of 5x a week or up to 24x a week. Well, these may work, (or have worked in the past), but they are fairly old methods of radio advertising. She mentions TAP and :30 commercials, things you just don't see much of anymore.
She makes no mention of OES (Optimum Effective Schedules) or the importance of frequency or other methods (and better I might add) that have come along in the last few years. It's a changing medium, and methods should change also. So I'd just take the radio part as one general read on how to buy radio, certainly not the only way to buy!
Advertising without an Agency.......2002-10-19
My eyes are now open. I am a small business owner and needed some finacially sound ways to build my business and had no idea where to start. I felt like she knew exactly what I was feeling regarding advertising and getting the best for my budget.
I want to say thank you again for the book and your willingness to share.
Books:
- Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words
- Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words
- Intermediate Financial Management (with Thomson One)
- Leadership on the Line: Staying Alive Through the Dangers of Leading
- Little Gold Book of YES! Attitude: How to Find, Build and Keep a YES! Attitude for a Lifetime of SUCCESS (Jeffrey Gitomer's Little Books)
- Little Red Book of Sales Answers: 99.5 Real World Answers That Make Sense, Make Sales, and Make Money (Jeffrey Gitomer's Little Books)
- Managing Customer Relationships: A Strategic Framework
- Marketing Channels (7th Edition) (Prentice Hall International Series in Marketing)
- Marketing Financial Services to Seniors
- Mastering Professional Services
Books Index
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