This book focuses on shifting your marketing strategy to direct marketing. That means marketing with the sole purpose to produce ROI. No brand building, unless as a byproduct of your direct marketing efforts. Advertisements should have an offer, a call to action, and a reason to act now. The results of individual ads will be measured. You will develop a control ad and test others variables against it. It’s all about results-focused marketing. If it doesn’t produce ROI, can it.
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Contributors: Pat Crawley from Crawley Consulting