"The Most Valuable
Book Ever Written on Direct Mail"
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Secrets of Successful Direct Maila legendary book on successful
direct-mail marketing and advertising by the late direct- ail
marketing giant Dick Benson—has just been republished by Bottom
Why has Bottom Line Books decided to reprint this sought-after,
how-to classic now?
Martin Edelston, CEO of Boardroom Inc. 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, almost all direct
marketing can be done better!"
In his foreword 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 legitimately through the mail, and it may well be
one of the most valuable books ever written on the subject."
Put simply, Dick Benson's view of direct mail marketing is
The promoter's goal is to get prospects to raise their hands and
say they're interested in what you have to sell. His book shows
how to get those hands in the air.
Secrets of Successful Direct Mail is about everything Dick Benson
40 years in the business. How valuable is this information?
As Marty Edelston, one of Dick Benson's clients for over 20 years,
"Dick's book, Secrets of Successful Direct Mail, has
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- resident—and a direct
marketing titan in his own right—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."