Winning Direct Response Advertising
This is the second edition of the guide to creating breakthrough direct response advertising and thereby generating high response rates.
Included are a complete blueprint for creating breakthrough direct marketing, which rules to follow and those to break, additional material on interactive media, and the secret principles of successful direct response.
Reviews
“The ambitious objectives so many companies seek today demand that more and more marketing dollars be spent in ways that are highly targeted, intelligently segmented, and accurately measured. Luckily, just when we need it, Joan Throckmorton’s new book comes along to show us how to do that.”
Mike Slosberg, Executive Creative Director Bronner Slosberg Humphrey
“This book mentors, teaches, inspires, guides, challenges, and encourages the reader. It provides the groundwork for thinking about what it takes to excel as a creator of direct response advertising. It sets the stage for getting “psyched up” for writing–through research, formula writing, and other means. Then it demonstrates how to write . . . from print through interactive media . . . with a multitude of examples.” Martin Baier, Author How to Find and Cultivate Customers Through Direct Marketing
“It’s the message, not the medium, be it digital or print. That’s the theme of Joan Throckmorton’s excellent book on the business of creative persuasion. It cements the necessity and importance of the creative ingredient.”
Robert F. DeLay, Editor The Delay Letter
“I only wish this book had been available when I started as a copywriter. I would have devoured it word-by-word and reread it at least once a year.”
Jim Kobs, Chairman Kobs Gregory Passavant
“The need for high professionalism to communicate with great power has never been more obvious. What isn’t obvious is how to structure messages that not only command attention but generate action. Joan Throckmorton cuts out the mystery and replaces it with solid marketing principles.”
Herschell Gordon Lewis, President Communicorp
“In order to teach others how to win BIG in direct marketing you must have a sustained track record. All the pros know that Joan Throckmorton is a consistent winner. Winning Direct Response Advertising reveals her stunning secrets of success.
Bob Stone, Chairman Emeritus Stone & Adler, Inc.
