Review: This insider's guide to direct marketing shows
small businesses how to create and implement a marketing
campaign that chances are will be ten times more effective
than anything they are already doing--at a lower cost.
Covers how to develop direct marketing and direct
mail campaigns, advertise in mail order catalogs,
reach the best markets and more. A great reference
tool for business owners or sales and marketing professionals.
Below are book reviews and hands-on comments
from readers' of this dynamic marketing book. After
you become one of Jeffrey Dobkin's readers and put
these marketing technique "how to's" into
practice, please send us your comments or questions.
We look forward to hearing from you. Email
Book Review #1:
I loved this book!
Jeff Dobkin has done a fantastic job of providing
a vast resource of marketing ideas for those who don't
have a marketing budget.
Not having a lot of money for marketing doesn't mean
you can't be wildly successful. And if your pockets
are bare, you can't live without this book.
I've gotten so much out of this book. In fact, my copy
looks like its been through World War 3! It's been
highlighted, corners bent, notes all over the place!
Book Review #2: A
review by John Dunbar, Sugar Land Texas
Big book, lots of practical ideas, low cost
This is another book by Dobkin covering his
multiple exposure marketing methods. There are over
350 pages of checklists, resources, and great
ideas. Heres 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 37 Cents
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, youll 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 marketing book:
+ Lots of practical advice,
+ He organizes the material to help your marketing
+ He covers PR as an important element, as well as
+ He pushes multiple-exposure marketing (which I agree
is very powerful - as Ive used in on software letters
and tracked the results),
+ He gives copywriting advice for your letters and
+ 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
+ How to buy and position magazine ads,
+ Use of low cost techniques (inquiry generating ads,
+ Lots of reproduced examples (letters, mag ads, postcards,
+ Long list of resources.
I liked this book very much. After I bought it, 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.
Book Review #3:
An extremely informative and fun book to read
Jeffrey Dobkin is incredible! Not only did he personally
respond to my phone call to him after I read his incredible
book, but he dropped a note in the mail to thank me
for reading his book and used some of his personal
contacts to help me market my disc jockey training
I was able to generate a 73% response rate on a lead
generating direct mail letter that I crafted straight
from the step by step easy to understand directions
in this brilliant printed marketing seminar. This
letter was to potential wedding clients for my companies
DJ services. We booked 5 sales from it which resulted
in $2,000 in deposits and $4,975 in gross income.
Not a bad time investment.
I definitely consider myself knowledgeable in the copyrwiting
area, but I became extremely knowledgeable after reading
Mr. Dobkin's book.
The reason that I'm writing this review is because
I am preparing to read the book again. I'm sure that
I will pick up many more new ideas that will help
me market even more effectively.
If Jeffrey Dobkin writes another book (it could be
on harvesting avocados) I'll be in front of you in
line to get it. Though I would like it autographed
Book Review #4:
Good info - Good ideas!
Good basic marketing info as well as advanced
ideas. Will be a help to anyone. Got my product
started fast. Thanks Mr. Dobkin!
Book Review #5
A must how-to book for marketing anything
on your own
Jeffrey Dobkin went way above the call of duty and
gave us in his book everything one would need to know
to successfully market any product or service. The
book is not only simple to read and learn but also
fun. Every idea makes great sense and the ideas are
endless. Thank you Jeffrey Dobkin for giving me your
17 years of experience in one easy and practical book.
I highly recommend this book to everyone in their
Jeffrey Dobkin is the author of two books on marketing.
The first book is a 400-page, 81/2" x 11",
2-1/2 lb. resource tool titled How To Market
a Product for Under $500. It demonstrates
how an entrepreneur or small business owner
can single-handedly bring a product to the attention
of a national marketplace in under 6 months, for under
$500. ISBN 0-9642879-2-7. $29.95.
His second book, UNcommon Marketing
Techniques includes 270 pages of tips
and tactics of successful marketing and direct marketing
methods. Written in his own information-rich
style, this explicit how-to book contains over 33
of Jeff Dobkin's most requested articles on small
business marketing. ISBN 0-9642879-3-5. $17.95.
Learn more About
by clicking here. Both books are available
in major bookstores or call 817-910-9000 today
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