Johnson Direct's Grant Johnson on the Magic of Measurable Marketing
While these may seem basic, it’s because they are. Again, as our lives become ever more hectic, we CRAVE simplicity. Most people forget this and overthink their marketing, and still more have not covered all their bases with the basics. This book is a reminder that simpler is often better (and more effective).
Boldt: Besides many businesses that could benefit from this book, who else did you write this for? Did you, for example, have the many young people heading into the broad field of marketing and advertising in mind?
Johnson: That’s a great question. A disturbing trend I see in advertising, marketing and direct marketing is overspecialization. I feel the whole industry needs pros who are generalists first, before they become experts. If you are a generalist, you typically have a better grasp on how to be an even better specialist later on in your career. Yes, the book is an attempt to get all those—new and old—excited about direct marketing and want to learn more.
Boldt: Lastly, what direct marketing principles are you using to promote your own book?
Johnson: Like I preach in the book, it’s a multichannel world. I am using the Web site as a marketing hub, using direct mail, e-mail (viral e-mail), banner ads, PR, speaking engagements and blogs to get the word out on the book.