Stamford, CT (PRWEB) March 11, 2005 -mail marketing and advertising has just been re-
published by Bottom Line Books, an imprint of Boardroom Inc., the direct mail publishing giant whose famous ads start out ÂWhat never to eat on an airplaneÂ Â
Why has Boardroom, the direct marketing innovators, decided to reprint this sought-after, how-to classic now? To help the upcoming generation of direct marketers. Martin Edelston, BoardroomÂs CEO, explains ÂDirect marketing, in one form or another, is part of all our lives. ItÂs used by just about every business and non-profitÂ on church bulletins and utility bills, menus left under doors, coupon ads in newspapers and magazines, inserts with your billsÂeven the ads on back of ATM receipts and matchbooks. I believe that almost all direct marketing can be done better and Dick Benson never settled for second best.Â
In his foreword to the 1989 edition of BensonÂs book, Hank BurnettÂone of the great copywriters of all timeÂsaid ÂThis is the equivalent of a doctoral-level course on how to make a great deal of money legitimately through the mail, and may well be the most valuable book ever written on the subject.Â Put simply, Dick BensonÂs view of direct mail marketing is deceptively simple: The promoterÂs goal is to get prospects to raise their hands and say theyÂre 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 learned in 40 years in the business. How valuable is this information? As Marty Edelston, one of Dick BensonÂs clients since 1972, says now, ÂDickÂs 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 youÂre selling.Â Brian Kurtz, BoardroomÂs Executive Vice-PresidentÂand a direct marketing titan in his own rightÂadds, ÂDickÂs influence on our company has been enormous. As the primary consultant throughout our history, he deserves much of the credit for BoardroomÂs success, longevity and solid reputation.Â
Secrets of Successful Direct Mail
Richard V. Benson
With a new Foreword by Marty Edelston, and a new Afterword by Brian Kurtz
Published by Boardroom Inc.
On sale: March 20, 2005
ISBN 0-88723-334-1; $39.95.
AVAILABLE AT: http://www.bottomlinesecrets.com/benson and Amazon.com.
For more information, or to schedule an interview with Marty Edelston or Brian Kurtz, Contact: Steve Velardo, Boardroom Inc., 203-973-6204