Book Description

Millions of people around the world are involved in direct selling.There are 12 million in the United States alone!Almost 74 percent of direct sellers are women.

An estimated 46 million people in the world are involved in direct selling, according to the Direct Selling Association.In less than ten years this number is expected to grow to an unbelievable 200 million!With more people looking for careers that offer independence, flexibility, and tremendous income potential, this book offers a one-stop source of nuts-and-bolts advice, insights, and practical sales skills.

Build It Big: 101 Insider Secrets from Top Direct Selling Experts addresses the three most popular models of direct selling:
* network marketing (e.g., Amway)
* party planning (e.g., Pampered Chef)
* person-to-person(e.g., Guardian Life Insurance)

The training that many of these companies offer is limited and typically covers only product features and benefits, basic sales techniques, recruitment, and order processing.

Through extensive research, the Direct Selling Women's Alliance (DSWA) has identified four crucial "life skills" that often are neglected or omitted from a company's training and support program:

* Financial and tax guidance.
* Coaching and leadership skills development.
* Business management and technology training.
* Daily success practices and implementation.

Build It Big unveils the methods and approaches in developing these skills that, DSWA believes, are the true linchpins of growth and long-term sales stability.The disciplined approach and real-life insights from some of the most successful and talented people in the direct selling business will have broad appeal to rookies and veterans alike, especially for people who are opting for direct selling for part-time work, extra income, and the autonomy it offers. ... Read more

Book Description

With more than 250,000 copies sold, the classic text on direct marketing is now even better!

This thoroughly revised edition of Successful Direct Marketing Methods --the "bible" of direct marketing-- includes expanded material on the Internet and other digital media and brand new information on E-business (including E-communications, banners, buttons, E-mail, permission marketing). Also includes E-commerce (online merchandising and usability and navigation of websites) and E-services (online customer service, live operators, online chats, linking with call centers); up-to-the minute coverage of database marketing including data mining and online databases; expanded coverage of consumer privacy issues; new information on customer relationship marketing and teleservices-- and more!

• Completely rewritten and modernized from the last edition to include cutting-edge information on the latest E-tools available to direct marketers
• Now includes real-life business case studies from well known companies like Ford Motor Company, Dell Computer, NutraSweet, and more!

Reviews (1)

Don't reinvent the wheel
This edition is one of the best texts on direct marketing. A classic text that everyone involved in direct marketing should read, this edition includes a lot more material on digital forms of direct marketing than the previous versions. These digital forms include marketing via the Internet; from banners and buttons to e-mail, online merchandising and website navigation and many other concerns. The text covers every form of direct marketing in detail as well as many case studies to show how they were used or are being used successfully. ... Read more

Book Description

A colorful look at Avon's journey to the top
Avon is the world's largest direct sales company, with a record four million representatives in more than 140 countries worldwide. Its product line has expanded from cosmetics to vitamins, weight control products, clothing, and jewelry. In The Avon Story, author Laura Klepacki offers an in-depth look at how Avon grew from a small business selling books door-to-door to one of the world's leading cosmetics companies. Through exclusive interviews with company executives--both past and present--as well as analysts and other experts in the beauty and cosmetics industry, Klepacki reveals how Avon has built a global empire by addressing the needs and customs of women around the world as well as how it has managed to thrive in all economies even in tough times. Readers will also discover how this cosmetics powerhouse has maintained and increased its market share through new product introductions, the use of technology, appealing to different customers, including men and teens, rewarding its best performers, and giving back to society with financial support for such causes as domestic violence and breast cancer. The Avon Story also takes a look at the leadership principles that have allowed Avon to prosper over the years. Engaging and entertaining, The Avon Story offers readers a well-rounded account of one of America's most respected and successful companies.
Laura Klepacki (West Caldwell, NJ) is an experienced journalist who has covered beauty, marketing, and other consumer issues. She is the mass-market beauty editor for Women's Wear Daily, where she specializes in articles on the multibillion-dollar health and beauty care industry in the United States. She frequently travels to industry conferences to meet with senior executives and has close contacts with consultants and analysts in the cosmetics and fashion business. ... Read more

Reviews (1)

Great Idea
I think it's a great idea to have some kind of knowledge in making this business a success for everyone.I never thought they would come out with a book, but if and when it comes out, I am going to read it!Great job at making something so lucrative in helping the women of today advance further! ... Read more

Book Description

Marketing to Women shows why the women's market is the fastest track to strong business results in today's extraordinarily competitive environment, and an increasingly important and powerful market segment which companies cannot afford to ignore.

According to marketing authority Martha Barletta, companies that fail to recognize the power of the woman buyer are leaving money on the table.In her book, Marketing to Women: How to Understand, Reach, and Increase Your Share of the Largest Market Segment, marketing expert Martha Barletta presents a compelling business case for why marketing professionals, men and women alike, should allocate real dollars and undivided attention to the largest untapped market in the world: women.She then explains why and how women reach different brand purchase decisions than men, and provides a detailed field guide for creating and executing a complete marketing plan that targets women. ... Read more

Reviews (31)

Insightful!
As a consumer group, women represent an enormous opportunity, but chances are your company is missing out on them. Author Martha Barletta says most marketers fail to capitalize on this lucrative market. They don't realize its potential or understand fundamental gender differences. As a result, their marketing fails to communicate with women, let alone persuade them. Barletta, a consultant specializing in marketing to women consumers, offers a book heavy on theory and long on detail. Except for a few examples of how ads are executed, the book lacks case studies that would bring these theories to life. Still, Barletta provides good advice on practical applications of these ideas about gender culture. She sheds light on the myths and realities of marketing to women, and provides essays by female experts in the field. What a pity that it all reads like a textbook. Given that, we target this rather educational tome as more appropriate for people who study marketing than for people who do marketing, although thoughtful marketers might still want to take a look

Insightful!
As a consumer group, women represent an enormous opportunity, but chances are your company is missing out on them. Author Martha Barletta says most marketers fail to capitalize on this lucrative market. They don't realize its potential or understand fundamental gender differences. As a result, their marketing fails to communicate with women, let alone persuade them. Barletta, a consultant specializing in marketing to women consumers, offers a book heavy on theory and long on detail. Except for a few examples of how ads are executed, the book lacks case studies that would bring these theories to life. Still, Barletta provides good advice on practical applications of these ideas about gender culture. She sheds light on the myths and realities of marketing to women, and provides essays by female experts in the field. What a pity that it all reads like a textbook. Given that, we from getAbstract target this rather educational tome as more appropriate for people who study marketing than for people who do marketing, although thoughtful marketers might still want to take a look.

How to Succeed in the World's Largest Market Segment
In this uniquely informative volume, Barletta answers three separate but related questions: What makes women a worthwhile market? Why market differently to women? and How do we get beyond gender generalities to actionable tactics? In her Introduction, she lists "Eight Myths of Marketing to Women" which, during the course of her book's narrative, she convincingly repudiates. For example, #5: With women, marketing is all about relationships. "While it's true that women put more emphasis on relationships -- personal and corporate -- than men do, their purchase decisions and response to communications are affected by far more than 'relationships.' From word meaning to word-of-mouth referrals, product priorities to Internet usage patterns, women differ from men in many, many marketing dimensions. And, to overlook their complexities would be to undermine the effectiveness of your company's programs." According to Barletta, there are four components of the women's market: earning power ("What's in her wallet?"), high-net worth women ("the ultimate asset-holders"), consumer spending power (the "household chief purchasing officer"), and women in business ("controlling the company checkbook").

A majority of consumers in the U.S. are women. Research indicates that online spending will increase 26% this year to $96 billion. Consumer spending accounts for two-thirds of the economy and women influence 95% and make 85% of all consumer buying decisions; moreover, the majority of corporate purchasing agents and managers are women. Female entrepreneurs account for 70% of new business start-ups. If you are still unconvinced of the upside potential of marketing to women, consider these facts:

• Between 1970 and 1990, the number of women living alone doubled from 7.3 million to 15.3 million and this pattern has continued.

• At least 55% of those online each day are women.

• By the year 2010, women will control 60% of wealth in the U.S.

• College students were responsible for $210 billion in sales in 2002 and 58% of them were female.

• Women purchase more than 50% of the cars and own more than 46% of the homes in the U.S.

• More than half of all business travelers are women.

In Part II of her book, Barletta introduces and then explains what she calls the GenderTrends™Marketing Model, a systematic and simple tool to help her readers understand, reach, and increase their share of the world's largest market -- women. The model is designed to achieve three objectives:

1. "Structure the complexities of the gender differences into an organized view of female [in italics] gender culture."

2. "Show you how gender culture interacts with each of the 12 [in italics] marketing elements [end italics] in the marketing mix."

3. "Apply the resulting insights to the four stages of the consumer's [in italics] purchase path." FYI, the four are activation through market entry, nomination of purchase options to consider, investigation and decision with regard to nominees, and finally, succession (i.e. repeat business and, hopefully, evangelistic loyalty).

Few books fully deliver on the promises stated or implied in their subtitle. Barletta's book is the commendable exception. She offers a wealth of information and an abundance of wisdom which will help decision-makers in literally any organization (regardless of size or nature) to understand, reach, and increase their share of "the world's largest market segment." This book provides just about everything you need to do precisely that. What are you waiting for?

Good information but it could be more professional.
First off, I'm a guy. I found this book had a lot of information that I never knew before. I asked a few women I knew and was suprised that their responses were identical to the information in the book. For example what they liked to see in advertisements and what they said their aspirations were, were identical to what was said in the book. Some of it made no sense to me but it made perfect sense to the women I asked.

I have to say I'm disappointed with the minor male bashing in the book. Some of her male point of views are a bit extreme, for example: "Men, on the other hand, are more likely to hold the view that people are important, but no more important or interesting than current events or new ideas in computer animation, or something more material like cars or cameras." I value my relationships and found this a bit extreme. Do all women think this?

I took off one star for her point of view on men, but other than that this is a good book. If you are marketing to women, this book will give you insight on the subject.

The Sweetest Spot of the Sweet Spot
As a marketer and author of several books it usually surprises people when I tell them I've read perhaps three marketing books in my life cover-to-cover. Marketing books tend to peter out after the first two or three chapters, putting their authors in the position of having to pump a lot of air into their pages to get enough literary bulk to justify cranking up the printing presses.

Marti Barletta's "Marketing to Women" is the fourth marketing book I've read cover-to-cover. Keeping in mind that women account directly and indirectly for an estimated 80% of buying in the consumer economy, "marketing to Women" is a proverbial "must read" for everyone in marketing. Barletta's marketing wisdom, spiced here and there with a dash of puckerish humor, if not enough to turn a person into a marketer of wizardly proportions, is surely enough to at the very least double a marketer's effectiveness.

Barletta claims that "Marketing to Women" is the first book ever that deals with the "nuts and bolts" of marketing to women. She's probably right, and if so, that claim suggests how much out of tune most marketing is with reality.

No serious reader of this remarkable, far-reaching though accessible book, will come to the last period of the last sentence of its last chapter without knowing a great deal more about themselves as well as how to more effectively market to the biggest market on the planet -- women! Barletta explores seminal differences between men and women that everyone, marketer or not, would do well to understand for personal as well as for professional reasons. For instance, what does it mean in terms of differences in shopping and buying behavior that when men win in a game, their testosterone levels increase, but women's testosterone levels increase whether or not they win if they played a good game? It means a great deal, and "Marketing to Women" tells you why. Clue: It has to do with customary - and crucial - differences between men and women in relationship nurturing and management.

Anyone in marketing who does not know that adults over 40 have become the New Customer Majority are about as prepared for today's marketplace realities as a wheelwright applying for a job at General Motors. People aged 40 and older constitute the only high-growth consumer population. The sweet spot of this population is, of course, boomers, but the sweetest spot of all is boomer women. If you don't know how these women think, feel, shop and buy, you can only play a pin-the-tail-on-the-donkey kind of marketing that relies on trial-and-error speculative approaches.

Barletta draws on new discoveries in brain science and human genome studies to retire the controversial idea that was most in vogue during the 1960s and 70s that held that aside from reproductive systems, no essential differences exist between males and females. Au contraire; the differences are immense and this shows up decisively in shopping and buying behavior. Yet, aside from personal and household products, and despite women accounting for 80% or so of consumer purchases, differences between males and females are widely ignored by marketers. In fact, as Barletta aptly shows, marketing reflects a clear-cut bias against the feminine values that characterize most of what happens in the consumer marketplace. Go figure. No -- read Marti Barletta's book. ... Read more

Book Description

Internationally acclaimed fundraising consultant Ken Burnett has completely revised and updated his classic book Relationship Fundraising to offer fundraising professionals an invaluable resource for learning the techniques of effective communication with donors in the twenty-first century. Filled with illustrative case histories, donor profiles, and more than two hundred action points, this groundbreaking book shows fundraisers how to

• Implement creative approaches to relationship-building fundraising
• Avoid common fundraising errors and pitfalls
• Apply the vital ingredients for fundraising success
• Build good relationships through marketing
• Achieve a greater understanding of their donors
• Communicate effectively with donors?using direct mail, the press, television, the telephone, face-to-face contact, and more.
• Prepare for the challenges of twenty-first century fundraising

Reviews (1)

Brilliant!
Ken Burnett is one of the world's great, and most respected, fundraisers, and this is one of the most important fundraising books you'll ever read. Relationship Fundraiisng is on every top 10 list I've ever seen. And it deserves to be. Most non-profits do not treat their donors well, and therefore raise less income than they could. When you follow Ken's advice you will raise more money for your mission. I know Ken personally and while I've raised many tens of millions for non-profits, and have been fundraising for 25 years, every time I hear Ken speak, or read his books and articles, I learn something new. ... Read more

Book Description

Strategic Database Marketing is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.

Reviews (10)

The Master Book
This book is the main book for my Internet Marketing Class at Mercy College's MS in Internet Business Systems program. It includes all necessary topics such as database marketing, banner advertisement, calculating LTV and RFM Email Marketing and best practices. This book is a must read for anyone in direct marketing field.

Read this before you think about CRM
This is the book I have been waiting for, the book that gets to the crux of the CRM matter, which is, what information is needed to create effective Customer Relationship Managamenent that is both theoreticaly sound and business oriented.

The biggest and most important component of CRM are the strategic databases that contain the information necessary to better understand a companies clients, corporate wide.

This book describes all the key points necessary to create useful database marketing - it's practical approach is its added value.

I'ts not the easiest book to read, but the value that can be obtained from it far surpasses the effort needed to understand it.

It's also a great book to glean information from when preparing to deal with prospective CRM vendors -- do they really know what they are selling or talking about?

regards,

martyn_jones@iniciativas.com

Exceptional Coverage of Important Marketing Concepts
Hughes makes it exceedingly clear why customer loyalty and lifetime value are such critical marketing concepts. Hughes helps marketers understand why our hyper-focus on customer acquisition needs to be adjusted to consider retention and upsell as well.

In particular, Hughes explains:

* What Lifetime Value (LTV) is, why it matters, and how to calculate it
* The importance of testing programs and how best to go about it
* Segmenting your customer base by loyalty and LTV
* How tactics should differ for each segment
* Practical tips for creating a successful database marketing campaign.

Case studies and ROI numbers are used throughout the book. A must read for marketing proessionals.

The absolute best in database marketing
One of the leading authorities in database marketing, and author of The Complete Database Marketer, has released the second edition of Strategic Database Marketing. There is a certain overlap between the two books, but whereas The Complete Database Marketer focusses on both the operational and strategic side of database marketing, this one goes much more in depth into developing database marketing strategies and the many tools you can use to develop your strategy (e.g. RFM, Lifetime Value, Profitability Segmenting, etc). This second edition also features some new material about the opportunities of the Internet, without becoming an e-commerce guide. Arthur has a very down-to-earth way of writing, which makes this both an educational and highly enjoyable work to read. He also illustrates his teachings with many real-life examples, complete with LTV analyses. Finally, there's an extensive glossary and guide on how to keep up with developments in the database marketing field in the back of the book. My only bit of criticism would be the quizes at the end of each chapter, which at times seem to ask about rather trivial facts, while some of the answers in the back of the book seem to be incorrect.

Anyway, if there ever was a bible for database marketing, this is it ! An absolute must-have for database marketers and a fascinating read for marketers in general. Highly recommended !

THE Best Database Marketing Reference
I have only been in the direct/database marketing field for a relatively brief time. However, I have already read many recent and highly acclaimed books on the two subjects. Although I rate these books from fair to excellent, none of them compares to this outstanding guide and reference by Mr. Hughes. The coverage of RFM, Recency, Frequency, and Monetary, and LTV, lifetime value, analyses are undoubtedly the best I have read in any magazine or book, with the exception of Mr. Hughes's (please excuse the ancient grammar standard) other writings.

I would highly recommend this book to any direct/database marketing professional. I can't wait for the next edition. ... Read more

Book Description

"Dean Lindsay is a master of progress, and in this book will show you how to be the same.He’ll take you by the hand – a pleasurable experience, because the man is an awesome writer – and lead you into the land of networking nirvana."
-- Jay Conrad Levinson The Father of Guerrilla Marketing
( Brief Excerpt taken from Mr. Levinson's Foreword for Cracking the Networking CODE)

While Mastering the 4 Steps to Priceless Business Relationships...

You’ll Discover:
- The Top Ten Benefits of Networking
- 37 Questions for Defining a Powerful Networking Plan
- The Way Around the "Do Not Call" List
- 16 Examples of Proven Places to Network
- 16 Tips for Running a Successful Trade Show Booth
- 9 Strategies for Opening Face-to-Face Relationships
- 6 Often Overlooked Networking Strategies
- 20 Quick Tips for Delivering Solid First Impressions
- 10 Ideas for Creating a Series of Positive Impressions
- Insight on Business Cards and Note-taking

And...Learn How to:
- Be a Success in Your Own Eyes
- Conquer the FEAR of Networking
- Harness the Power in Numbers
- Gain Confidence Talking to Strangers
- Ask Progress-Focused Questions
- Listen As If Your Lifestyle Depended on It.
- Design Your Rise & Shine (30-Second Commercial)
And of Course How to …
Crack the Networking CODE. ... Read more

Reviews (14)

Dallas Morning News Got It Right!
Read the great review of this book in the Dallas Morning News.

I totally agree with the business book reviewer when he writes that Cracking the Networking CODE serves up 'networking advice with wisdom, humor and concise guidance.'

Dean Lindsey's concept of being a 'Progress Agent' has helped me tremendously. I appreciate the book's candid insight on the power of focusing on receiving business cards rather than handing out cards and what Dean calls the 'Rise and Shine'(30 second commercial).

This is an uncomplicated and 'buzzworthy' book.
Highly effective and fun to read.

#1 on Profitable Relationship Building/ Motivating & REAL!
This review is way over due. I wanted to write to say that I really enjoyed this book. Not only does it provide great to the point tips on networking, it also DOES NOT give that "Pie in the Sky" feeling I often get when reading similar books (books which cause the cynical part of me to cringe!) It makes a lot of sense and I really enjoyed Dean Lindsay's unique and upbeat writing style.I often found myself smiling and shaking my head at how he pulled pop references out of left field that made sense.Super cool.Spoke right to me.

This Book ROCKS!!! ( but then what else would I say )
Hey, Doug Barkley here, managing director for World Gumbo Publishing.We are the proud publishers of Cracking the Networking CODE.I could go on and on about how great this book is or how much fun it was working with Dean but instead I will list some of the cool stuff in the book. This is all listed on the back cover.

While Mastering the 4 Steps to Priceless Business Relationships...

You'll Discover:
- The Top Ten Benefits of Networking
- 37 Questions for Defining a Powerful Networking Plan
- The Way Around the "Do Not Call" List
- 16 Examples of Proven Places to Network
- 16 Tips for Running a Successful Trade Show Booth
- 9 Strategies for Opening Face-to-Face Relationships
- 6 Often Overlooked Networking Strategies
- 20 Quick Tips for Delivering Solid First Impressions
- 10 Ideas for Creating a Series of Positive Impressions
- Insight on Business Cards and Note-taking

And...Learn How to:
- Be a Success in Your Own Eyes
- Conquer the FEAR of Networking
- Harness the Power in Numbers
- Gain Confidence Talking to Strangers
- Ask Progress-Focused Questions
- Listen As If Your Lifestyle Depended on It.
- Design Your Rise & Shine (30-Second Commercial)
And of Course How to ...Crack the Networking CODE.

And check this out:
"Dean Lindsay is a master of progress, and in this book will show you how to be the same.He'll take you by the hand - a pleasurable experience, because the man is an awesome writer - and lead you into the land of networking nirvana."
-- Jay Conrad Levinson The Father of Guerrilla Marketing
( Brief Excerpt taken from Mr. Levinson's Foreword for Cracking the Networking CODE)

Here are some other tripped out endorsements the book has received.All of these are printed either on the back cover or on the first couple of pages inside the book.

"Dean Lindsay's easy-to-read Cracking the Networking CODE is filled with fresh insights and practical tips on how to build meaningful, win-win relationships for your business and your life."
-- Gary Keller
Best-selling author of The Millionaire Real Estate Agent

"You can't achieve your best without learning the all-important art of connecting. Let this lively guide inspire you to reach out to others."
-- Ken Blanchard,
Coauthor of The One Minute Manager®
and Customer Mania!

"Whether you are looking for a new job or thinking about changing careers, Cracking the Networking CODE is the book for you.It reveals what the human resource community has known and kept secret for years.Networking is the key to unlock the door to any position and this book gives you the combination to that lock."
-- Gayle Ciupak
Manager, Human Resources,
General Motors

"Whether you have a black belt in networking or are completely new to the concept, you will enjoy Dean Lindsay's humorous yet highly practical approach to networking.Dean presents an easy-to-follow blueprint that will teach you new networking skills and polish your existing ones.It's a winner! "
-- Ginger Benedict
Executive Senior "Pink Cadillac" Sales Director
Mary Kay Cosmetics

"Perhaps the most powerful way to leverage and multiply your talent and ability is by expanding your personal and business network.This book shows you how."
-- Brian Tracy
Author, Getting Rich Your Own Way

As Dean says, "Get Cracking!!"

Clear - Simple - Superb!
Dean has done his research and put together a 'progressive' book that is clear, simple and superb in this subject matter.
He has a fun AND fundamentally sound approach to a topic that never goes out of style and he brings some 'street smarts' wisdom to his presentation.
Gather some of his pearls for your personal and business use and wear them with pride and profit.

George Hendley
Coauthor of Meditations for the Road Warrior

NETWORKING WORKS IF...
I have long believed that it was more reliable, easier, and even safer to deal with people you knew, valued and trusted. NETWORKING WORKS IF YOU HAVE THE RIGHT ATTITUDE and KNOW HOW TO DO IT.Unfortunately most business people are too self-focused and don't know how to effectively connect with others at business networking functions.

In an entertaining and enlightening way, this book illustrates how networking is much, much, much more than just handing out business some cards and shaking hands.

If you desire to learn how to better connect with others and earn long-term and profitable relationships with them, Read and RE-READ THIS BOOK.
... Read more

Book Description

Internet Marketing:Integrating Online and Offline Strategies asserts that while the Internet is a transformational innovation, pure Internet firms do not represent the future of the Internet, as failures in recent history attest. This text builds upon the fact that the future of the Internet lies in the activities of organizations large and small--in all market spaces--that use the Internet to improve service to customers and increase organizational productivity. Many powerful e-marketers predate the Internet, have strong brand identities, and use the Internet wisely to broaden the set of options, across the marketing and logistics mix that they can offer to their customers, suppliers, and partners. The underlying paradigm in the text visualizes the Internet as a significant new channel for communications and transactions that needs to be integrated into enterprise marketing strategies.In this process, businesses are transformed from isolated entities into extended enterprises-organizations whose boundaries have become permeable, admitting both suppliers and customers into many parts of the corporate information repository and requiring their participation in many aspects of daily operations. ... Read more

Book Description

20th Anniversary of Infomercials Marked By Tell-All Book of Industry Secrets

Whether you love them or hate them, they’ve become an integral part of our television experience. They’ve told us everything we ever wanted to know about slicing, dicing, slimming, and toning. From BluBlocker sunglasses to the Psychic Friends Network, they’ve managed to capture our interest and our dollars for the last twenty years while introducing us to innovative products and some entertaining personalities . . .

But wait, there’s more!

In Steven Dworman’s new book $12 Billion of Inside Marketing Secrets Discovered Through Direct Response Television Sales, the entrepreneurs behind this truly American phenomenon reveal the successes and failures that made direct response television what it is today.

Written in an interview format, the book presents the personal experiences of twenty-three of the industry’s leaders in their own words. "This invaluable information has never been publicly shared before, " states author Steven Dworman. "But what is truly extraordinary isthe entrepreneurs personal story of starting with nothing and building $100 million dollar and up businesses!" The passion of each of these individuals comes through clearly in the interviews, whether its for the product, the marketing process, or for free enterprise generally. The story of Jay Kordich, whose Juiceman infomercial was the culmination of a very personal 40 year mission to promote the value of juicing, is truly inspiring.

Readers looking for technical information will not be disappointed. Candid conversations reveal each insider's personal successes and failures while passing along tips and tricks of the trade. In a particularly interesting section of his interview, Tony Robbins shares his experience with a specific focus group and breaks down the lessons learned.Although the book primarily focuses on network and cable TV infomercials, Marjorie Poore’s interview outlines the more subtle methods used by public broadcasting for product tie-ins.

The book concludes with an interview with Bill Guthy and Greg Renker of industry heavy-hitter Guthy-Renker. Currently marketing the Proactiv skin care line, Principal Secret, Personal Power and Windsor Pilates, made their garage business into a $1 billion per year concern solely through direct response marketing. The interview includes their strategy for success, and offers their view of the future of direct response television. Author biography: In the burgeoning field of infomercials, Steve Dworman has emerged as the industry expert. In 1991 he began publishing "The Infomercial Marketing Report," a monthly subscription newsletter read in over 20 countries worldwide. He also published with Adweek Magazines, "Adweek’s Direct Response Television Sourcebook." Having produced and run his own direct response television campaigns, Dworman learned all aspects of the industry. He has consulted with Fortune 500 companies such as Procter & Gamble, Estee Lauder, Mattel, Avon, Apple Computer, Microsoft, and many others.

He’s been quoted by over 3,000 news sources including: Wall Street Journal, Los Angeles Times, The Economist, The New York Times, CNN, The Washington Post, The Chicago Tribune to name just a few.

He has a key eye for picking products and was responsible for many huge successes in the industry such as Total Gym, which grossed close to $1 billion in sales.

Dworman served on the Board of Directors for Positive Response Television, a public company in the direct response television industry. He also served as President and Founder of DMMO, the Digital Media Marketing Organization with members such as, Eastman Kodak, Technicolor, Warner Home Media, Sony Digital, and JVC amongst many other leading companies.

In 2001 he wrote, directed and acted in a feature film entitled, Divorce: the Musical. The film was featured on CNN, and in a front-page story in The Los Angeles Times.

He is currently consulting within the DRTV industry. ... Read more

Reviews (6)

An Gigantic Marketing Goldmine!
Honestly, I am completely startled and bafled as to why the top players in the direct response television industry so openly reveal their secrets, sales figures, and techniques responsible for their billions of dollars of success.

A smart marketer can easily take these insights and apply them to anything and everything they do-for extraordinary monitary rewards!

If you're a serious marketer, business owner, salesman, or influence maker, this book is a steal at 10 times its cost!

Jay Abraham
Abraham Marketing Group

A MUST for any entrepreneur
WOW! Even if you aren't interested in launching your business in the direction of infomercials, what is to be learned from this book about starting and growing a business, marketing and development is an abosulte BARGAIN at $49.95. Every internet entrepreneur should sit up all night reading this book.
If you have a business or a product or want to start a business or launch a product, read this book before your competition does.

A powerful book
Steve Dworman has truly captured the key elements that have made infomercials a powerful force in our contemporary landscape. Simply reading this book will teach you not only the secrets about producing a successful infomercial but about the time proven principles of marketing in general. I strongly recommend this book.

Stunningly candid and invaluable to every market planner
As direct response continues to dominate consumer sales growth, insight into this highly specialized
field becomes increasingly valuable.

As publisher of one of the industry's most influential news sources, Steve Dworman documented both the folly and the fantastic over 12 roller coaster years. Steve's renowned interviews reveal all the inside information with industry's top producers of many 100 million dollar plus promotions that is stunningly candid and invaluable to anyone either in the industry or considering taking the leap. This insight is simply not available from any other source and is a must read for every market planner in and outside the direct
response industry.

Eric L. Stilson
CEO
Stilson & Stilson Inc.

(HealthRider, BowFlex, Nordic Track, AB Trainer, AB Doer, Pilates, Gyrotonic, NatureSleep, LDS Church

Couldn't put it down
When Steve was publishing his newsletter about the infomercial business, it was must reading for everyone in the industry. This book is the natural extension of that. A real insider's look at how to make money on television. Highly recommended. ... Read more

Book Description

Many so-called marketing experts wrtie books on how to market products. But it is rare to find an actual practitioner who not only has acheived marketing success himself (and many times over) but is able to express himself so beautifully in prose. Joseph Sugarman has written a book that every marketing person or anygbody in business should definitely read. The book is filled with marketing strategies that he taught for many years. It provides valuable lessons--all sandwiched in between actual marketing examples. A very valuable book for anybody in marketing or wanting to understand marketing. ... Read more

Reviews (9)

One of the Best 5 Copywriting Books Ever Written
Second in the "Secrets" series by Joe Sugarman, this outstanding book provides DOZENS of full page ads written by Sugarman, along with the story of how he conceived the idea for the product, and what became of the promotion. This book is brilliant, and one of my Top 5 copywriting books of all time. For the price, it is the bargain of a lifetime. Get it now before it goes out of print and becomes one of those "impossible to find" classics. Truly an awesome book.

Incredible Stuff!
Joe Sugarman's books are an extraordinary read! I've been writing copy professionally for years, so I'm no slouch. With the information Joe shared, I've been forced to rethink my entire approach to copywriting! Discover how Joe thinks, as he takes you by the hand on a tour through his most successful ads from his now legendary, JS & A catalogue. His amazing stories will make you laugh. They'll make you cry. You'll be touched at the deepest level and it will be an experience you won't soon forget. Get these books... now!

Brilliant insights from an entrepreneur who has seen it all!
Few writers are as clear, as candid and as helpful as Joe Sugarman. He not only packs his "Secrets" books with invaluable lessons that have taken him decades to learn, but he gives you fascinating, behind-the-scenes looks at dozens of advertising and marketing campaigns. From concept to completion, Joe lays out everything you could possibly hope to learn about writing compelling and profitable copy. But most important of all, Joe's books draw as much from his failures as his successes, making them infinitely more valuable that those that sell nothing but pipe dreams. As for those who complained that Joe's material is dated, sure some of it is dated as the examples literally span decades. But keep in mind, while tastes and styles may change, human nature does not. And no one understands human nature better than Joe Sugarman. His insights are timeless and their value, priceless.

Important Resource to Help in your Marketing Efforts
Marketing is not an easy career, however Joe Sugarman's experience can help even the most experienced expert. Most good information in this field is obtained for at least several hundred dollars, Joe's work is an exception. For such a meager price you can get alot of entertaining advice about what works and what doesn't in the world of marketing. You will be hard pressed to walk away from this book without several ideas about what to do with your current project or what to begin now.

Mail order wisdom
There are tons of marketing books, but in this one Sugarman tells you his success secrets for the specific area of marketing in which he is a proven master -- mail order. If you sell products directly from TV, space ads, or direct mail, and your promotions ask for the order rather than build brand awareness, this book can help you dramatically boost your response rates and profits. ... Read more

Book Description

"Good business-to-business direct marketing is no accident. The second edition of Bob Bly's book helps direct marketers of all experience levels eliminate guesswork. This book belongs on the bookshelf of every direct marketer. Unlike other books, you'll be going back to this one so often it will never gather dust. Cookbooks are helpful, but the real value of Business to Business Direct Marketing is the wealth of experience that Bob Bly brings to each page. From high-level strategy to copywriting hints and tips, this edition is packed with gold nuggets of advice." -- Marc Russman Manager, Direct Marketing Skills Development IBM"The most successful business-to-business direct marketers always had an important edge over their competitors; they knew all the tools and techniques better than their competitors--and they knew how to use them. Bob Bly's new book levels the playing field. He discloses all the insider's secrets so every business-to-business direct marketer will have the marketing savvy--including hundreds of promotional ideas--needed to win in any business-to-business market every time." -- John Finn President Finn Corporation"A valuable addition to any business-to-business marketer's bookshelf." -- Cheryl Friedman Marketing Communications Coordinator BOC Gases ... Read more

Reviews (6)

Excellent Resource for B2B Salespeople too!
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!

Strong in hands on advice, low in hype
One of the few business books I have not regreted buying. Will give it to my marketing communications manager, fair and events manager, etc to read the respective sections. The part about "lazy" copywriting is especially amusing.

Business-to-Business Direct Marketing
Get the jump on the competition! Guaranteed! This book is a proven way to boost the sales and increase the bottom line of any business! I have the track record to prove it.In the summer of 2000, it helped me close deals with three b-to-b clients. It also, after reading it five times in two months, enabled me to increase the sales and visibility of three other clients. And I did it all within the space of about five months.In no uncertain terms, the book helped me to increase the response rate to a number of direct marketing campaigns for myself and both service and produt oriented businesses.In this hefty volume, Bly explains the differences between consumer and b-to-b marketing. He shows the relation between "features" and "benefits" in copy as well as the effective use of technical info to sell various products in catalogs, ads, brochures and direct mail.Bly is the preeminent authority on b-to-b marketing who successfully writes for some of the largest businesses in the United States. His wealth of knowledge shines through.Besides showing you how to sell through direct marketing, he explains in detail how to measure and track your results. He gives tips on testing and explains what you should do before, during and after a campaign.His information on technical writing and selling technical products is especially useful, given the fact that he is an engineer.If you are serious about starting or improving a b-to-b direct marketing campaign, and you want details about the vital tools and mechanics of marketing, this is the book you should have.Be sure to get it before your competition does.

BtB Marketing covers more topics than expected
This book was a good buy. It covers all areas and medium where you can get in touch with potential customers (ads, mail, flyer, catalogs, sales brochures etc.). Mr. Bly always emphasizes the importance of including direct contact information. The book is full of useful hints, checklists, and examples of successful direct marketing measures.

This Book Will Get You Results!
Many business people setting up shop these days desire to market their products and services to a variety of prospective customers, whether broad-based or targeting a specific audience, according to the sales objectives they plan to accomplish. Often overlooked as potential customers are fellow business people who are very much like themselves.

Robert Bly has written Business To Business Direct Marketing to offer a serious look at targeting other businesses. Special attention is needed to target fellow business people. Business-to-business and business-to-consumer marketing requires two very different approaches. Bly points out that businesses must buy a variety of merchandise to keep their businesses operating and producing, whereas consumers are not obliged to buy anything and everything that hits the marketplace shelves. This is a key point for us to remember!

A perfect example of business-to-business marketing can be seen in the promotional incentive item industry. Thousands of companies and individual distributors sell those rubbery squeezable tension toys that come in hundreds of shapes, sizes, and colors. There is a tension toy for any company that wants to promote itself and someone has to make and sell these items! Anyone who attends tradeshows and job fairs can count the number of companies handing out those colored balls, sharks, animals, bananas, trucks, cellphones, and computers with company contact information stamped on them. I've got many of them adorning my office to remind me of the companies I do business with (or would like to!).

Bly provides a wealth of workable solutions to effectively market businesses through traditional and hi-tech methods such direct mail advertising, polished correspondence, brochures, newsletters, press releases, speaking engagements, multimedia presentations, telemarketing, and the Internet. All of these require talent and commitment. Bly will help prepare you to face these challenges!

This is a heavy hitting book - definitely not for beginners. This book is recommended for companies and business consultants who have already established themselves in the marketplace who want to promote themselves as truly professional. This is top-notch advice from someone who knows his business. Do you know how to effectively market your business? This book will get you results! ... Read more

Book Description

Direct marketing via the Internet is the best way to avoid the rising printing and mailing costs of traditional direct mail. Plus, it's more effective! An online campaign will often turn a profit even if the entire mailing produces only 1 percent response or less! If you're ready to try e-mail marketing, or if you're already doing it and want to know more, Internet Direct Mail has all the information you need. From selecting products and offers to writing copy and incorporating rich media-like video clips or audio into an e-mail, Internet Direct Mail shows you step by step how to create, send, and track a highly successful e-mail campaign. This guide also includes the authors' carefully compiled, invaluable lists of resources for:

• E-mail list brokers and service bureaus
• Credit card companies and corporations offering merchants accounts
• Books and software on Web marketing
• Online advertising services

Reviews (8)

Great book for a new marketing medium
Any book that Bob Bly is associated with is bound to be good--no, great! And this one is no exception.

The author explores this new, exciting medium we call email and uncovers its powerful potential for direct response selling. It leads you through the basic techniques of marketing through email. What works and what doesn't. Most importantly, it steers you clear of potential pitfalls inherent in this new medium--like how to avoid spamming, etc..

A great book on email marketing that is thorough, timely, and bound to become a classic in its field.

These Authors Know Their Stuff!
These authors know their stuff. They've been very instrumental in helping Ancestry.com grow to over 320,000 paid subscribers over the past 18 months. Email Marketing is now one of our largest sources of subscriptions. I recommend this book for both beginner and expert alike.

This is the definitive book on e-mail marketing
***** FIVE STARS***** Excellent..... If you are an executive looking for information on how email marketing will impact your business, you'll want to read this book.

If you want to know how the pros are using email marketing buy this book.

It details the differences between opt in permission based lists, and SPAM, and how to avoid the pitfalls that can literally kill your business. It comes complete with information on where you can find the best email lists and email marketing services in the business.

It identifies the different types of copy, formatting, text Vs HTML, rich media, etc, and provides insight into which may be best for your business. I've been asking everyone about timing of our messages. No one was able to give me a clear answer that made any sense. This book gave me great insight into the time and day that is best for me to do my email transmissions... and the auothor's information produced immediate positive results for us.

Aside from the practical knowledge, I also liked this book because the author's share the latest thinking about where this medium is going, and what steps to take today to make sure that your business reaps the rewards of the future.

This book is not just for dot comers. I would strongly recommend this book to anyone involved in the sales and marketing of their company's products and services.

This book is now the definitive resource on email marketing.

Important Work - These authors have nailed it!
This book makes for some very compelling reading. It is not often that I read a book that delivers the goods... but these authors have nailed it. It uses both traditional and dot com companies to illustrate ways any company can leverage the Internet to gain customers at substantially reduced costs. This book has everything you need to implement a successful e-mail campaign. From how to identify good email lists to how to create the right message. Including dos and don'ts, front-end tips and back end response analysis. Has just the right balance of technical and practical information. I am a marketing manager working for a 'Fortune 500' company. The information in this book cost me hundreds of thousands of dollars to find out. Some things are so important, I wish I thought of them myself or discovered them sooner. I can't wait to try some of these techniques out and see the effect on my next campaign. I am recommending this book to everyone I know. Buy it!

Best E-Mail Marketing Book In Print
I bought this book because I know the authors by reputation. My company was a traditional mail order company. We used to sell all of our products through our printed catalog. The Internet has changed all of that. Half our budget is now dedicated to e-mail marketing.

I applied the Author's recommendations and saw my e-mail response rates take off. On the most recent campaign, I saw a 247% lift in response resulting from the use of just one of their techniques.

The book is written in very clear and concise language. It's methodical and step-by-step method worked wonders for my company's program. I've read all the other books currently on the market, they just don't compare. If you're new to e-mail marketing or a serious pro, this book has information that you can put to use right away.

The tips and tricks in creating an e-mail program were dead on. I especially liked the chapters on the type of products that can be sold via the Internet and the characteristics of a successful Internet Buyer. The "Multi-Mailing" idea alone was worth the price of the book. ... Read more

Book Description

The "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the Internet age. This eagerly awaited edition adds in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing, and database marketing. ... Read more

Reviews (3)

A Must Read for Marketing Professionals
When I first ordered Direct Marketing it sat untouched on my desk for several weeks. At two inches thick (I measured it), I was dreading another boring tome that took a thousand words to say what could have been covered in ten. When I finally cracked the cover, I was pleasantly surprised.

Not only is Direct Marketing devoid of fluff, every word is packed with the insight of a gentleman who has obviously earned his knowledge from the school of hard knocks. As I continued to read the fourth edition of Direct Marketing I found that it is more than a book on direct mail, it's an essential read on marketing in general:

* Nash makes it easy to understand the importance and mechanics of marketing measurement and metrics.

* While emphasizing the accountability and predictability of direct marketing, Nash does not discount general marketing knowledge.

* Nash makes planning practical and concise. The chapter on marketing plans is the best coverage of the topic that I've seen.

* The Internet and other interactive vehicles are fully embraced.

In short, if you're a marketing professional, buy this book.

Definitive, complete, timeless
Mr. Nash, I love this book. I say "love" instead of "loved" because it's not a book you read once. It has become a valuable resource for our company. Thank you.

Best Business Book
Wonderful! Straight to the point. Packed with facts, not fluff. No pipe-dreams. Money making, practical, and thought provoking. There is so much information and advice here, it could have easily been three or four books. Well worth the full price -- a bargain on amazon. Buy it! ... Read more

Book Description

An exclusive insider's look at the art and science of direct mail creative technique--copy approaches, design, formats, offers--unlike anything ever before assembled. In addition to the successful mailings shown and described in this updated edition of Million Dollar Mailings, new topics include killer fundraising letters, the illustrated history of the magalog, and using direct mail to make money on the internet.This insider's look at the art and science of direct mail also contains an overview (complete with illustrations) of new trends in direct mail. ... Read more

Reviews (6)

Like a marketing course in school
I got this book, despite the high price, because I needed to write some copy and was trying to get some good advice. The book is well organized and has lots of examples. The negative is that some of the sections probably won't be good examples to each reader so that even though something here will be helpful, not all of it will, but you still have to pay for it all. The other problem is that most of it is geared towards the big players, those with national scope and budgets.

I don't necessarily regret getting this however, because the cost, if you consider the cost of taking a class, isn't really that bad, the book has value and I did learn some new things. I'd also recommend Sugarman's book on copy writing, he doesn't get as much into layout as this one does, but he really gets into the nuts and bolts of writing stories as copy and compelling people to act. This book is less of a "how to" course and more of a "here it is" now go and do likewise course.

Hatch has spent years collecting and organizing mass mailings and here he presents the best of the best and gives advice on how to use some of this information in your own campaigns. Highly recommend to people in the field or people that want to learn.

Imitation--the sincerest form of flattery, and success!
Denison Hatch has gathered together proven winners in direct mail marketing.

For those of us whose job it is to write sales letters and direct mail, we know that reading the works of others, studying what works and what doesn't is one of the quickest ways to be successful as a direct mail/sales letter writer.

By perusing this book and studying the way these direct mail packages were put together and the techniques that were used is a veritable classroom between to covers for those wanting to know more. And if you are in direct marketing, you are always learning something new!

A good read and a valuable addition to your business bookshelf.

Holy swipefile batman - this thing is like 20 pounds!
When I ordered this book I had no idea how absolutely H-U-G-E this thing is. I got this massive and heavy package from Amazon and couldn't think of what it was. As I split through the brown paper I was happily surprised to find Million Dollar Mailings.

If you write copy you must own this book. It's a veritable swipefile in a book. Everything is organized for you!

Just imagine how much this book would be worth to you if you could take just one idea from it and increase your response rate by say 1%. And think about time savings when you can have this thing right next to you you while you're writing your copy.

The way to get good at copywriting is teh same way you get good at painting - study the masters. You better bet that this book won't be far from my side.

A Must!
Do you own a copy of the Bible?

A Fantastic Resource!
At first I hesitated ordering this book because of the price...now I 'kick-myself' for not getting it sooner. From my point of view, a top-notch marketing book has to have information that is relevant, easy to understand and applicable to the point that I can go out and use it immediately. Theory doesn't pay the bills. I want facts, I want to know exactly how others have done it successfully. This book does just that. While the book deals with direct marketing issues, its lessons can be applied to virtually anyone that has to market a product from the Main Street retailer to someone supplying a service to a manufacturer. It is that good. You'll see example after example of direct mailings that have made their respective companies millions upon millions. You not only see every piece in detail, quite often you get the inside thoughts from person that actually developed the piece. Sort of like finding out why a famous artist drew the nose a certain way. To me, that insight itself is priceless. Again, someone that owns a retail store could take loads of info out of this book and apply it to their own situation. Same thing could be said about anyone that needs to 'market' in order to survive. As far as the price goes, yeah it's a few bucks. But I'll tell you, I've spent hundreds of dollars on individual marketing seminars and courses in the past that don't measure up to the value this book provides. And while many of these courses and seminars give you bits and pieces of what works and what doesn't, this book gives you the details. I've read Denny Hatch's other books and should have known that this was going to be 'winner' also. The only negative I have is that the book is huge, I'm going to have to clean out a few of my not-as-useful marketing books in order to have room. Now that I think about it though, I can see it being used as reference so often that maybe it just needs to stay on the desk. The bottom line is that I'll make far more money with this book than I would without. ... Read more

Book Description

Email is conceptually brilliant: low cost, high speed, personal, dynamic, and interactive. But there's a big difference between knowing that email is a powerful marketing tool and proving it.

So how do you know if you're doing it well? How do you show your CFO that it's really helping the bottom line? How do you convince your boss or business partners that a decent investment in email management tools will pay off? You can promise to prove how well email is increasing awareness, building interest, populating your sales cycle, and generating revenue.

This is a book of proofs. A book about the ways and means that email can be put to the test. A book about how an individual goes about demonstrating the power of email and pointing to specific results. This is a story that shows how you can as well. ... Read more

Reviews (1)

Solution to those who are suffering within your organization
For the starter of email marketing, it is a good guide to grasp what is all about email marketing and its effectiveness. You do not feel you wasted your money after reading it. For those who are engaged in email marketing, it would give you a path to the successful roadmap of how you should convince your boss and business partners. You would regret it if you do not read this and put it into practice. I have a lots of corporate clients who are suffering within their organization. I think I can introduce it to them if it is translated in Japanese. If it is OK to translate this into Japanese, I could do this. The story is very enticing. Norito (email marketing consultant from Tokyo, Japan) ... Read more

Book Description

In Here's My Card, Bob Popyk shows how something as simple as your business card can help you make more sales, create more customers, and increase your business overall.He shows how to use those business cards with a little cleverness and creativity, and how to use them the right way.Networking smarts also help, as the author clearly points out.You also need a plan, a specific goal in mind, and a little creativity as well.There are a raft of these ideas in this easy-to-read, easy-to-implement book.

This interesting book on personal promotion and networking is not as much about designing a card, but on how to use your business card to actually create more business.Exchanging or handing out business cards has become one of the most common forms of introduction, surpassed only by the handshake.As the author states, "If your business card makes the first impresssion, then shouldn't it make a GREAT impression?Otherwise you can just write your name and phone number on the back of a napkin, toss it on a table and leave it at that.You might save a few bucks that way, but you could be losing a lot of new business, repeat business, and more business".

The techniques highlighted in Here's My Card have not only worked for the author, but are a compilation of great ideas from his columns, research from his staff, and input from his audiences at seminars and conventions all over the country. ... Read more

Reviews (10)

A new business's helper.
You are trying to start a business, you meet people and give them your business card, you get no responses. You are looking for a new job, you hand your card and no response. Doing something wrong? After reading Here's My Card there may be a lot you're doing wrong.

Bob Popyk has given you a great way to meet new people, communicate ideas and get your name out there for others to notice, and it all starts with the business card. Popyk has over 35 years in sales and knows what it takes to get ahead, now he gives his ideas and tricks to you.

Follow along and you'll finds ways to network your business, get more referrals, more customers and increased sales, all this without the use of computers. You business card or people linker as the book refers, will help give you the quality of life you have always dreamed of.

This is not a once read and do book, this is a read over and over and practice book. From Networking know how to personalized presentations to the design of the card, it's all here and waiting for you. The cost is minimal compared to the possibility of what you gain.

A must read for anyone in business
This book is helpful and insightful for anyone in any type of business. A business card is something everyone has (or should have) which is a valuable sales tool that is highly underated. Mr. Popyk has many fresh ideas for using and designing your card, and I recommend it for everyone. It should be a must read for everyone in your office! It is an easy read and clever. It is something offices, entrepreneurs, those new to sales, and business veterans who are looking to sharpen their networking skills alike can benefit from.

BETTER THAN A SCIENTIFIC STUDY...REAL DOWN TO EARTH IDEAS
I read this book. It was exactly what I was looking for. How to get more business using my business cards. No stupid studies, graphs, charts or scientific BS. Just things to do to find customers, build business, and get my name out there. If you can't find a few ideas to put to use, you shouldn't be in business. I liked this book so much I ordered a few more as gifts. Gave one to my boss. He held it up at a sales meeting and said everyone should read it. Mentioning that it came from me didn't hurt. I am glad I took the advice of the other postive reviewers of this book! Get one for yourself!

If you're in business, this is a great book to read
I write a column for a number of trade and business publications. Recently I reviewed this book and gave it an excellent rating. Whether you've been in bus