In my review of
Commonsense Direct and Digital Marketing by Drayton Bird
on Amazon.co.uk, I gave it a rating of Four Stars. This means I consider it to be in the range of good to very good.
Here is my book review.
British direct response marketing
This book is written for business owners, marketing professionals and students of marketing. For a text book, it’s great and I wish my MBA had included a direct marketing module.
As a book for business owners, it’s a bit daunting. It’s bigger and heavier than normal and looking at it feels more like work than reading the lighter style marketing management books.
It’s written with great panache and the author shares his experiences as well as direct marketing theory.
The book was originally called Commonsense Direct Marketing and back in 2007, it was probably a good idea to include Digital Marketing as well. Inevitably technology moves on and this section is dated but it’s not a major part of the book.
Many other copywriting books focus on the process of creating headlines, openings, bullet points, proof, objection handling and calls to action. This is much more a general discussion of direct marketing packed with plenty of tips and ideas.
I’ve owned it for about five years now and I don’t refer to it as often as I do other copywriting books. I think that’s because I’m either focusing on a particular type of media (sales letter, flyer, web page etc) or thinking about a particular part of the copy like a headline or guarantee. There are other books that spring to mind to check before this one.
Paul Simister is a business coach who helps business owners who are stuck, get unstuck. If your business is based in the UK, you can have a free Business SOS consultation with me.