# Winning Direct Response Advertising

- Link: https://fundraising.co.uk/books/winning-direct-response-advertising/
- Published: 1997-05-27T01:05:00+01:00
- Author: Howard Lake

**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.

> A model letter for producing a technically correct direct response letter (with
> ideas that work for email too) from Winning Direct Response Advertising by Joan
> Throckmorton. Sorry for quality of pics – but content is amazing. [pic.twitter.com/qSMNc1kBh2](https://t.co/qSMNc1kBh2)
> — Mark Phillips (@Markyphillips) [January 31, 2022](https://twitter.com/Markyphillips/status/1488103887898873859?ref_src=twsrc%5Etfw)