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Million Dollar Mailing$: The Art and Science of Creating Money-Making Direct Mail, Including Secrets of Using Direct Mail to Make Money on the Internet Hardcover – 1 May 2001

4.0 out of 5 stars 3 customer reviews

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Product details

  • Hardcover: 536 pages
  • Publisher: Bonus Books Inc; Updated edition (1 May 2001)
  • Language: English
  • ISBN-10: 1566251621
  • ISBN-13: 978-1566251624
  • Product Dimensions: 22.5 x 4 x 28.6 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 686,874 in Books (See Top 100 in Books)

Product Description


An exclusive insider's look at the art and science of direct mail creative technique -- copy approaches, design, formats, offers -- unlike anything ever before assembled. In addition to the successful mailings shown and described in this updated edition, new topics include killer fundraising letters, the illustrated history of the magalog, and using direct mail to make money on the internet. This insider's look at the art and science of direct mail also contains an overview (complete with illustrations) of new trends in direct mail.

Customer Reviews

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Top Customer Reviews

Format: Hardcover
This book has become a vital addition to my mail library,i concider this title to be one of the best mailing educational information based books in the world,certainly in the top 10 mailing books written in the world,by far
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Format: Hardcover Verified Purchase
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Format: Hardcover Verified Purchase
This book doesnt meet my expectations. Yes, it has a lot of examples, however all of them really outdated (from 70s-80s) and also most of them dedicated to publishing business (letters to order books, catalogues.. etc). Almost nothing about b2b business. And finally, printing quality of mailings are fuzzy so it hard to read everything. So, this book is overrated, out of benefits, useless.
You better check other good (and recently published) books dedicated to direct mail...
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Most Helpful Customer Reviews on (beta) HASH(0x991fccc0) out of 5 stars 27 reviews
57 of 59 people found the following review helpful
HASH(0x990f1660) out of 5 stars A Fantastic Resource! 10 Sept. 2001
By Michael S. Winicki - Published on
Format: Hardcover
At first I hesitated ordering this book because of the I 'kick-myself' for not getting it sooner. From my point of view, a top-notch marketing book has to have information that is relevant, easy to understand and applicable to the point that I can go out and use it immediately. Theory doesn't pay the bills. I want facts, I want to know exactly how others have done it successfully. This book does just that. While the book deals with direct marketing issues, its lessons can be applied to virtually anyone that has to market a product from the Main Street retailer to someone supplying a service to a manufacturer. It is that good. You'll see example after example of direct mailings that have made their respective companies millions upon millions. You not only see every piece in detail, quite often you get the inside thoughts from person that actually developed the piece. Sort of like finding out why a famous artist drew the nose a certain way. To me, that insight itself is priceless. Again, someone that owns a retail store could take loads of info out of this book and apply it to their own situation. Same thing could be said about anyone that needs to 'market' in order to survive. As far as the price goes, yeah it's a few bucks. But I'll tell you, I've spent hundreds of dollars on individual marketing seminars and courses in the past that don't measure up to the value this book provides. And while many of these courses and seminars give you bits and pieces of what works and what doesn't, this book gives you the details. I've read Denny Hatch's other books and should have known that this was going to be 'winner' also. The only negative I have is that the book is huge, I'm going to have to clean out a few of my not-as-useful marketing books in order to have room. Now that I think about it though, I can see it being used as reference so often that maybe it just needs to stay on the desk. The bottom line is that I'll make far more money with this book than I would without.
22 of 22 people found the following review helpful
HASH(0x990631a4) out of 5 stars Like a marketing course in school 7 Dec. 2003
By Michael Beverly - Published on
Format: Hardcover Verified Purchase
I got this book, despite the high price, because I needed to write some copy and was trying to get some good advice. The book is well organized and has lots of examples. The negative is that some of the sections probably won't be good examples to each reader so that even though something here will be helpful, not all of it will, but you still have to pay for it all. The other problem is that most of it is geared towards the big players, those with national scope and budgets.
I don't necessarily regret getting this however, because the cost, if you consider the cost of taking a class, isn't really that bad, the book has value and I did learn some new things. I'd also recommend Sugarman's book on copy writing, he doesn't get as much into layout as this one does, but he really gets into the nuts and bolts of writing stories as copy and compelling people to act. This book is less of a "how to" course and more of a "here it is" now go and do likewise course.
Hatch has spent years collecting and organizing mass mailings and here he presents the best of the best and gives advice on how to use some of this information in your own campaigns. Highly recommend to people in the field or people that want to learn.
26 of 27 people found the following review helpful
HASH(0x98ebffc0) out of 5 stars Holy swipefile batman - this thing is like 20 pounds! 20 Feb. 2003
By A Customer - Published on
Format: Hardcover Verified Purchase
When I ordered this book I had no idea how absolutely H-U-G-E this thing is. I got this massive and heavy package from Amazon and couldn't think of what it was. As I split through the brown paper I was happily surprised to find Million Dollar Mailings.
If you write copy you must own this book. It's a veritable swipefile in a book. Everything is organized for you!
Just imagine how much this book would be worth to you if you could take just one idea from it and increase your response rate by say 1%. And think about time savings when you can have this thing right next to you you while you're writing your copy.
The way to get good at copywriting is teh same way you get good at painting - study the masters. You better bet that this book won't be far from my side.
14 of 15 people found the following review helpful
HASH(0x992a5c30) out of 5 stars How to SPAM successfully with snail-mail 16 Oct. 2008
By Loren Woirhaye - Published on
Format: Hardcover Verified Purchase
The title is accurate - these ARE million dollar
mailings - direct mail pieces that are sent to very
broad markets. As such it is a useful study source
for the pro. For the person marketing his or her
own start-up or small business it may be of lesser

This book will probably be of most interest to
those interested in how highly-polished direct mail
offers are written and designed:

Omaha Steaks,
Gevalia Coffee,
Magazine subscriptions...

Primarily this book shows how the most successful direct
mail pieces get the reader to open the mail, comprehend
the offer, and make a decision. This is no small feat -
these pieces are by-and-large interuptive marketing.
For example: you get an Omaha Steaks mailing because
you are on a list as a buyer of low-end luxury goods.
The mailer makes a wild guess that you are likely to
be a meat eater and mails to you with no knowledge of
your dietary habits.

If you market online you will in general have to
interpret how to transfer direct mail concepts to
websites. The nearest online equivalent to most of
these mailings is marketing to big ezine lists or
outright spamming. These pieces are the most successful
pieces of junk mail in recent years.

What comes through in many of the letters is how
subtly cunning and targeted at their ideal customer
they are. Much online copy is more expansive, with
exhausting bullet-lists and what Stephen King calls
"literary elephantitis" - a luxury not permitted
by the weight restrictions of direct mail.

Much of the persuasive value of these direct mail offers
is hinged upon the safety of buying on approval, often
from a familiar brand. As such they are instructive
in how the massive marketing systems of corporate America

This is not a basic copywriting text by any means - the
lessons herein will require diligent study and thought to
apply. I don't have any doubt owning this book will make
you a better copywriter. Compared to a lot of other "swipe
files" you can buy today it's diverse in terms of
mailing formats, product types, and copywriting styles.
14 of 15 people found the following review helpful
HASH(0x993b37d4) out of 5 stars Extremely Valuable Resource 28 Oct. 1998
By A Customer - Published on
Format: Hardcover
This is the one book that anyone who writes sales materials, be it ads or letters must have.
With detailed analysis of marketing programs that work, you will quickly find, through the many examples, a marketing piece that you can use as a template to create your own winning marketing strategy.
There is no need to reinvent the wheel, and this book proves it.
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