Cover image for Method marketing : how to make a fortune by getting inside the heads of your customers
Title:
Method marketing : how to make a fortune by getting inside the heads of your customers
Author:
Hatch, Denison.
Personal Author:
Publication Information:
Chicago, Ill. : Bonus Books, 1999.
Physical Description:
291 pages : illustrations ; 23 cm
Language:
English
ISBN:
9781566251150
Format :
Book

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Library
Call Number
Material Type
Home Location
Status
Central Library HF5415.127 .H38 1999 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

In Method Marketing, Denny Hatch describes how eight multi-million businesses were built by men who discovered the secret of getting inside the heads and under the skin of their customers. Franciscan priest Father Bruce Ritter, founder of Covenant House, developed a lean prose style reminiscent of the young Hemingway that told horrific stories of prostitution and drugs on city streets and that repeatedly touched consumer hearts and wallets. The result: a multi-million network of youth shelters and safe houses. Father Ritter's copy drivers: guilt, guilt, and more guilt. In Method Marketing, you will meet these marketing geniuses, along with Bob Shnayerson, who wrote his first and only sales letter, based on anger and salvation that brought in 600,000 paying customers.


Reviews 1

Booklist Review

There is a hidden lesson in Hatch's latest paean to modern direct-mail methodologies: do not be too quick to pick successful companies to feature as examples in business books, because the minute they are selected, chances are 50-50 that their profits will start dropping. Despite the highlighting of J. Peterman Company, the examples chosen here are powerful--and more important, their workings are explained in detail. Best letters are dissected and parsed down to individual words, with statistics and research supporting the results. Hatch's colloquial tone attracts even readers otherwise not used to advertising matters; eloquent stories such as the fall and rise of Covenant House, for instance, will not fail to mesmerize. --Barbara Jacobs


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