Nuts & Bolts - Book Club: Lessons From a DM Vet
With chapter headings such as “Make Someone Mad Today” and “Steal Smart,” Lee Marc Stein’s “Street Smart Direct Marketing” (2007, Stein) is the exception to typical, dry marketing how-to tomes. The book is a compilation of lessons learned from, as Boardroom EVP Brian Kurtz calls him, one of direct marketing’s great minds. The book covers testing, copywriting, offer development, the financial aspects of direct marketing, lists and media, the value of a customer, and more.
Stein opens with a brief overview of the history of direct marketing management, noting that while direct marketers today face challenges in measuring response, lower-cost media options and more sophisticated modeling make the job easier than it was 10 years ago. Emphasizing the importance of taking a cue from successful programs, Stein details how to learn from your mailbox by applying the ideas behind winning efforts to your next campaign.
Written in an accessible, witty style, “Street Smart Direct Marketing” ties in everyday life with Stein’s direct marketing experience to illustrate marketing tips. For example, he relates using a colorful spoon and a song to capture the attention of and then feed an infant to the art of generating customer response.
In all, Stein provides both a guidebook for newbies and a refresher course for seasoned professionals.