ULTIMATE GUIDE TO DIRECT MARKETING

Deliver the right message to the right target for the best results

Americans spend over $528 billion annually in response to direct-mail marketing. If you want to reap your share of those profits, you’ve turned to the right place.

With hot new marketing ideas and a fresh twist on old favorites, this book is a one-stop solution for small-business owners. In fact, it’s the only direct-marketing book that covers the recent anti-spam laws, cell phone telemarketing regulations and the National Do Not Call Registry.

Inside you’ll find:

• The four critical components of direct marketing—the target, the message, the vehicle and frequency/timing—and how to get the maximum advantage from each
• Tried-and-true direct-marketing methods like postcards and newsletters—and how to tailor them to today’s marketplace
• New, high-tech direct-marketing techniques that stay within the law—but generate response beyond your expectations
• Insider tricks to using out-of-the-ordinary methods—like sweepstakes, contests and more—to your best advantage
• How to develop, plan, implement and evaluate an entire direct-marketing campaign with lower costs and higher returns than you ever dreamed possible

Alfred J. Lautenslager is an award winning marketing/PR consultant, direct mail promotion specialist, author, speaker and entrepreneur. His businesses have helped hundreds succeed in their own businesses. He is the principal of a Market For Profits, a Chicago based marketing consulting firm and also the president and owner of a small business, The Ink Well, a commercial printing and mailing company in Wheaton, IL. Al recently appeared on radio, as a marketing expert to review Super Bowl commercials. He has also appeared on TV.

Al has started up businesses and closed them down. He has walked the walk of a guerrilla marketer. He is a multi-winner of business of the year awards from various organizations. His articles can be seen on over 20 online sites in addition to being the PR expert for entrepreneur.com.

His leadership has extended to his involvement into the community, is on the board of directors of five non-profit organizations, including two chambers of commerce. He is a certified guerrilla marketing coach and co-director of Guerrilla Marketing Coach, the company that actually certifies guerrilla marketing coaches.