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Ray Jutktins is no longer with us ...... but his thoughts and words live on. Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa. This website is a compilation of Ray's 10 years on the Web. |
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Power Direct Marketing: The Book
Select the chapter links to go to the beginning of the chapter or a section link to go to any section within the chapter.
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Chapter 1
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- What Direct Response Does
- 25 Ways to Use Direct Response
- When is Direct Response Best?
- 16 More IDEAS
- The Marketing Plan Plan
- The 8ight Point Market Action Plan — An Introduction
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Chapter 2
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- Focus. Direction. Setting Objectives
- Some Questions to Consider
- The Nine-Box Matrix
- How to Develop Good Objectives
- Some Direct Marketing Objectives
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Chapter 3
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- When to Mail
- When is the Best Time?
- Some Questions to Consider
- How to Set Direct Marketing Schedules
- The Direct Marketing Schedule
- Basic Reverse Production Schedule
- Direct Mail Lead Generation Planning and Schedule Chart
- Media Scheduling
- 9 Reasons Why You Need to Repeat Your Message
- Typical Response Curve
- Mailing/Distribution Pattern
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Chapter 4
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- Some Questions to Consider
- How to Budget for Direct Response Programs
- Three Styles of Budgeting
- A Task Method Example
- Allowing Enough Money ... And Time
- Togetherness
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Chapter 5
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- Some Questions to Consider
- Target Marketing vs. Mass Marketing
- Why Careful Audience Selection is Vital
- The Importance of Keeping Customers
- Profile of Your Audience: A Portrait of One
- The Value of Profiling
- Business at Your Fingertips: House Lists
- Interested Prospects: Response Lists
- The Building Source: Compiled Lists
- Three Times Seven
- Markets Within Markets
- The Prospecting Challenge
- Benefits of and Reasons for Market Segmentation
- The Deadly 7 Pitfalls of Segmentation
- Three Vital Questions: Who? Where? What?
- Demography — The Who Factor
- Geography — The Where Factor
- The Lifestyle of Direct Response — The What Factor
- The Cluster Principle
- 11 Audience Ideas to Remember
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Chapter 6
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- Some Questions to Consider
- Relating Offers to Objectives
- A Score and More Ways to Make Your Offer
- How to Test Your Offer
- The Test Matrix
- Some Things to Consider When Testing Mailing Lists
- Multimedia Testing
- Why People Buy
- The Offer Chart
- High Involvement/Low Involvement/Think/Feel
- Timeless Offer Appeals
- Specialties, Premiums, and Your Offer
- The Reason They Work: The R-10 Plan
- The Guarantee
- 10 Points to Remember About Offers
- A Closing Word — About Response Rates
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Chapter 7
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- Some Questions to Consider
- Measurable Results
- Getting Started with Creative By the Numbers: A List of 99 Creative Ideas (1-10)
- Getting Started with Creative By the Numbers: A List of 99 Creative Ideas (11-20)
- Getting Started with Creative By the Numbers: A List of 99 Creative Ideas (21-30)
- Getting Started with Creative By the Numbers: A List of 99 Creative Ideas (31-40)
- Getting Started with Creative By the Numbers: A List of 99 Creative Ideas (41-50)
- Getting Started with Creative By the Numbers: A List of 99 Creative Ideas (51-60)
- Getting Started with Creative By the Numbers: A List of 99 Creative Ideas (61-70)
- Getting Started with Creative By the Numbers: A List of 99 Creative Ideas (71-80)
- Getting Started with Creative By the Numbers: A List of 99 Creative Ideas (81-90)
- Getting Started with Creative By the Numbers: A List of 99 Creative Ideas (91-99)
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Chapter 8
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Chapter 9
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- Busy, Busy, Busy
- Murphy and Some Other "Laws"
- Two Questions That Deserve an Answer
- Testing and Measurement — Some Questions to Consider
- The Value of Lifetime Value
- The 4 Keys to Successful Analysis
- Direct Marketer's Basic Formulas
- The Square Root of Wonderful
- How Big Is a Test
- Hindsight Is an Exact Science
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Chapter 10
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