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Business-to-Business Direct Marketing: Proven Direct Response Methods to Generate More Leads and Sales, Second Edition By Robert W. Bly ( McGraw-Hill )
Release Date: 1998-04-11
Average Customer Rating:
List Price: $44.95
Price: $29.67
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Product Description
Business to Business Direct Marketing is the only book that discloses how to profit from the most important weapon in the business-to-business marketer's arsenal: direct marketing.Loaded with realworld examples of how the pros consistently increase response and generate more and better leads, Business to Business Direct Marketing gives you the guidance to create and develop narketing communications that win every time. Veteran business marketer Bob Bly unlocks the secrets behind the seven key strategies and tactics of busines-to-direct marketing. He takes the reader step-by-step through the different types of communications and media at the marketer's disposal. Bly shows you how to: - Cut through the hype and get real benefits from marketing in the newer electronic media, including the World Wide Web.
- Increase the pulling power of every print ad.
- Get more inquiries and orders from every ad.
- Make your direct mail response rates soar.
- Boost response from sales brochures.
- Maximize orders from business catalogs.
- Create hard and soft offers that sell more.
- Profit from postcard decks.
- Use press releases and feature articles as direct response tools.
- Generate leads from speeches and seminars.
- Create inquiry fulfillment packages that close more sales.
Easy to understand and use, Business to Business Direct Marketing is a gold mine of time-tested ideas and techniques guaranteed to produce more profitable communications with business buyers.
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Another Great Book From Bob Bly ( bjgilger )
Business to Business Direct Marketing focuses on what you need to know as a business leader or as a copywriter to produce effective B2B direct marketing campaigns. Bob not only explains what needs to be done, by why. The book is filled with clear examples from past successful campaigns.
Whether you are a marketing manager or a copywriter, you need this book.
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 Great book, but starting to show its age. ( timmbbo )
As many other mention, this is a very good book. It clearly demonstrates the unique fundamentals of marketing to business buyers: their process and concerns. It contains descriptions on numerous methods of marketing to business and then the actual details of execution. You can tell this book is written by someone who makes his paycheck by marketing to businesses. There's also good explanation of some of the common mistakes and weak points of execution that others fall into.
The book also hits a homer on detailing how to write good copy. The advice is applicable for whatever your message is and how that message is delivered, and how to get your message through.
I take off one star because this book was published in 1998 and contains little advice on Internet marketing, which is now a major component of a company's marketing effort. Instead, the book goes into great detail on direct mail marketing, which I suppose was big in its day, but is less relevant today.
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I have found what I've been looking for
The book offers many useful advices, which I have already applied at work. Some issues regarding e-marketing are little bit outdated (the book was written in 1998), but it's overall still a good investment.
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One of the best on b2b marketing ( dvcoyne )
The best book I've found on B2B marketing. Bly's straightforward writing style makes it easy to understand the different direct marketing mediums and how to utilize them for success, especially for lead generation and keeping your company's name first in a customer's mind. I amazed more businesses don't use these techniques. The chapters on hard sell and soft sell marketing should be read by every marketing manager as Bly explains where and how to use these selling techniques. Another great section in this book is the "Checklist of Direct Response Tips and Techniques" so you can refer to these bullet points when you need guidance in creating sales letters, direct mail packages, self-mailers, postcards, ads, brochures, catalogs, newsletters, websites and more.
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Excellent Resource for B2B Salespeople too! ( booksonbooks )
This book is well worth the cover price. It will make you think about every single word you put on your marketing material. I encourage sales professionals to read it too. Reason: So many of the Salespeople I consult with are responsible to write their own letters and are sending numerous emails to clients. The more you can understand the art of persuasion and word power, the better your sales!
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