- Hardcover: 350 pages
- Publisher: Direct Marketing Association, Inc.; 1st Edition edition (2004)
- ISBN-10: 1931361436
- ISBN-13: 978-1931361439
- Product Dimensions: 23.1 x 15.5 x 3 cm
- Average Customer Review: 4.8 out of 5 stars See all reviews (4 customer reviews)
- Amazon Bestsellers Rank: 1,644,259 in Books (See Top 100 in Books)
Being Direct: Making Advertising Pay Hardcover – 2004
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Top Customer Reviews
The book would be good as a general guide as to what works and what doesn't--and why--in direct marketing. If a company is looking at direct marketing as a possible direction, this would be a good place to start to get an idea of what is involved, and what it takes to be successful. It may or may not help the reader that Wunderman describes using his techniques in marketing both goods (flowers) and services (credit cards).
In the end, you get more history from it than hard, specific tips. A very good read, but don't expect it to be "100 tips to direct marketing success". The hints are there, but you'll need to dig them out.
Most Helpful Customer Reviews on Amazon.com (beta)
This is a great book and a must read.
I highly recommend this one!
One of the surprising things about this book is that it's written without much of an ego. When Lester fails, he says so, when he does well, he attributes it to uncovering a direct marketing insight - not being chosen by the celestial gods and being struck by a lightening bolt. You can tell from reading that Lester Wunderman worked very hard, believed in himself and constantly searched for the unmet needs of customers. None of these disciplines go out of style.
The organization of information in this book is more like reading a biography than a marketing textbook yet the insights build upon each other and help you sharpen your understanding of direct marketing. It's an easy weekend read and a useful book for anyone in the marketing field, particularly those who may be looking to create more value for customers with their marketing efforts. I also encourage digital marketers to pick up this copy too because Wunderman's insights have many applications for today's CRM, SEM, SEO and web analytics practices.
My key takeaways from this book are to understand that the way to achieve truly impressive breakthroughs is not to resort to tried and true formulas. The formulas will get you incremental improvement at best.
For example Wunderman discusses how he sponsored a Chicago radio show of a prominent minister to target those in need of hearing aids. In another section he is challenged to develop a million leads for a rose grower who typically received 150,000 new prospects a year.
In both cases, Wunderman hits it out of the park.
The key insight to enjoying the book is to listen to Wunderman's repsonse to legendary copywriter Maxwell Sackheim's question, "What is it that you do?" Wunderman's answer, "I get clients and help them with their marketing problems."
Wunderman is a troubleshooter, and his toolset is direct marketing.