Every small business owner knows the importance of marketing and having a marketing strategy. If you weren't trained in marketing or have not served at the marketing coalface then you have to leverage from the experience of those who have.

I'm currently reading an amazing direct marketing book written by Dick Benson.

As soon as the name Dick Benson came to my attention I quickly made sure of buying my copy. It's an amazing book and it came as no surprise that many people'got' what's an important book.

About this book:

1. This Is A REAL, Hardcover Book. Not An Ebook.

You can take it to the beach, read it under a tree, or keep it by your bed stand. I recommend reading a few pages every morning for 30 days. In a month, you'll know more about the reality of direct marketing than most seminar gurus. No kidding. It's that good.

2. This NOT another 'me too' small business marketing book pieced together from other people's work by an Internet whiz kid. Benson had FIFTY years of direct, front line marketing experience behind him before he sat down to write this book. There is stuff in here you cannot find anywhere else. That's the difference when you get it straight from the original source.

3. Benson's Expertise was In Direct Mail.

This means he paid anywhere from 50 cents to a dollar or more for each and every individual advertising message he sent. Compare this with Internet marketers who can send mail for free. Who do you guess thinks harder, pays more attention and tracks results more closely? The Internet guy who can mail for free or the guy who writes a five to six figure check every time he sends a letter?

4. FACT: Most of the big Internet success stories you've heard about were accomplished by guys who tried marketing by sending physical mail first and then applied the lessons they learned to the Internet. One example, the late Corey Rudl. Corey had numerous paper and ink ventures before he discovered the Internet and he was one of the greatest practitioners of adapting tried and true direct mail techniques to the Internet.

5. Here's a simple way to visualize the difference between the intensity of direct mail vs. Internet marketing. Internet marketing is kind of like a pillow fight. Even if things go wrong, it's hard to get hurt too bad.

Direct mail is like crawling across a battlefield with live rounds whistling over your head. If you're careless, you're dead. Only the very sharpest survive.

6. Dick Benson was not just any direct mail marketer. He was The Master. All the big mailers - Time-Life, Boardroom, Ogilvy and Mather, American Express, Polk, Childrens Television Workshop, Encyclopedia Britannica, and many, many more - beat a regular path to his door. They shared the intimate details of the results of their multi-million piece mailings with him and hung on every word of advice he shared on how to squeeze more profit more from every penny spent.

7. If you're looking for a 'warm and fuzzy,' Chicken Soup kind of guy, Benson is not your man. He was legendary for his gruff, 'just the facts'approach to marketing.

But if you want to be able to dip into what perhaps is the deepest well of direct mail wisdom and experience ever collected in one book, I recommend you make getting Benson's book your highest priority. If you've already done so, three cheers. You already know what I mean. Books this good just don't come along very often and remember, this is a new special, limited edition.

Last time, it went out-of-print, it was gone for 14 years. Some good news...

If you had trouble ordering the book from Boardroom's web site, you can get it from the link below.

Note: I have no direct or indirect connection with the owners that are selling the book.

Click here while it's still on your mind:

Dick Benson Book

David
Small Business Resource