Direct-Mail Marketing Classic Re-published By Bottom Line® Books Secrets of Successful Direct Mail Richard V. Benson

Share Article

A legendary book on successful direct-mail marketing and advertising has just been re-published by Bottom Line Books, an imprint of Boardroom Inc.

published by Bottom Line Books, an imprint of Boardroom Inc., the direct mail publishing giant whose famous ads start out “What never to eat on an airplane…”

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, Boardroom’s CEO, 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. I believe that almost all direct marketing can be done better and Dick Benson never settled for second best.”

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 may well be the most valuable book ever written on the subject.” Put simply, Dick Benson’s view of direct mail marketing is deceptively simple: 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 learned in 40 years in the business. How valuable is this information? As Marty Edelston, one of Dick Benson’s clients since 1972, says now, “Dick’s 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 you’re selling.” Brian Kurtz, Boardroom’s Executive Vice-President—and a direct marketing titan in his own right—adds, “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.”

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.


For more information, or to schedule an interview with Marty Edelston or Brian Kurtz, Contact: Steve Velardo, Boardroom Inc., 203-973-6204


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Steve Velardo
Visit website