Publishing History — U.S.

NTC Business Books hardcover edition published 1998
ISBN 0-8442-3007-3

NTC Business Books trade paperback edition published 1999
ISBN 0-8442-0349-1

5 out of 5 stars Best compendium of expert advice out there February 27, 2002
    I've read many books about direct marketing and each has had it strong points. The problem is that each book tends to cover one or two areas and so to get a thorough understanding of all the options in direct marketing you have to read a lot of books. This book covers every area of direct marketing. Whether it is via the Internet, brochures, catalogs, headlines, testimonials, or whatever, it is covered in this book. The book is filled with tips for direct marketing no matter what method you choose. These secrets have been collected from the most successful direct marketers in history and is their distilled knowledge from years of experience. It is the collected knowledge of the greatest direct marketing minds and how to make your efforts successful. Thorough in coverage and detailed, it is the book to read first and understand before starting a direct marketing campaign. It will save you many times the cost of the book if it just helps you avoid even one mistake. --This text refers to the Paperback edition

PROOF
Newsletter of the Direct Marketing Club of New York
      Those of us who practice direct marketing with its many sub-disciplines must contend with this problem: Where can you go to make sense of our rich history quickly and sanely.
      The answer may well lie in what is sure to be one of those volumes you turn to again and again: 2,239 Tested Secrets for Direct Marketing Success by Denny Hatch and Don Jackson (1998, NTC Business Books, Chicago).
      The editors have done something brilliantly simple and awesome in scope: collected the accumulated wisdom, maxims, rules, discoveries, revelations, standards, principles, canons, codes of 20th century direct marketing... organized them by topic... and created a single source of indispensable know-how.
      It’s all here! Bite-size nuggets of pure inspiration. You’ll get: John Francis Tighe, Martin Conroy and Claude Hopkins on creative; Harry Walsh, Barbara Harrison and Malcolm Decker on lift notes; Bob Stone, Mike Manzari and Dick Benson on lists; Jim Kobs , Axel Andersson and Walter Weintz on offers; and Roger Craver, Mal Warwick and Roger Keeling on fundraising.
      Plus... Leon Henry on alternative media, Bob Hacker on arithmetic; John Yeck on back-end marketing; Jack Schmid on catalogs;
      Ed Elliott on design; Jay Abraham on guarantees; David Ogilvy on space ads; and Max Sackheim on testing.
      The loot of the world... with a bibliography that can’t be beat.
vRead it for sheer enjoyment. Marvel at it for its crystal clear insights. Revel in it for the costly mistakes it will save you. Buy it because it’s the best from the best.