Books on Advertising & Marketing
Successful Direct Mail Marketing in Canada
A Step-by-Step Guide to Selling Your
Products or Services Through the Mail
By: Iain Williamson
HOW THIS BOOK WILL HELP YOU
Shows you how to save on postage and make money in direct mail.
This book shows you how to use the mail effectively to reduce your advertising and marketing costs. Successful Direct Mail Marketing in Canada: A Step-by-Step Guide to Selling Your Products or Services Through the Mail discusses techniques you can use to improve your chances in this highly competitive market. It shows you how to start from scratch or how to increase the sales or customer base of an existing business. Unlike many other books, it is written specifically for the Canadian market and is published by Productive Publications of Toronto.
Author, Iain Williamson, has been selling by direct mail for over eleven years in Canada. He says: "Gone are the days when you could dump a handful of letters in the mail box and have a reasonable chance of making some money. Today's consumers and businesses are deluged with direct mail offerings and you have to stand out from the crowd to succeed." Indeed, his book is full of advice from his personal experience on how to present your company and its products or services in the best light - and make money.
Williamson points out that the cost of direct mailings have sky-rocketed in recent years. He says: "postal rates have increased, paper, envelope and printing costs have gone up. List rental charges are becoming more unrealistic by the day. In spite of this, selling by direct mail can be highly profitable and is still one of the least expensive ways of reaching your potential customers."
His book shows you ways to keep your costs to a minimum and your profits to a maximum. It shows you how to design mailings that which work and how to take maximum advantage of Canada Post's bulk rates. It shows you how to use personal computers to design brochures, for address mail merges, for maintaining databases and analyzing results.
Introduction - the Challenges of the Marketplace
Chapter 1 - Direct Mail as a Marketing Tool
Chapter 2 - Mail Services for Marketing
Chapter 3 - Can Direct Mail Help You Sell More?
Chapter 4 - Mailing Lists
Chapter 5 - the Mailing Piece
Chapter 6 - the Message
Chapter 7 - Timing
Chapter 8 - Example of a Sales Letter
Chapter 9 - Analyzing the Results
Chapter 10 - Database Marketing
Chapter 11 - Conclusion
Successful Direct Mail Marketing in Canada: A Step-by-Step Guide to Selling Your Products or Services Through the Mail: Iain Williamson: 114 pages, softcover; ISBN 978-1-896210-39-1; published in 1996; Canadian: $19.95.
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