In my review of
The Incredible Profit Pulling Power of Client Reactivation
by Everte Farnell posted on Amazon.co.uk, I gave this book Three Stars. This means it is Worthwhile.
Here is my book review.
The two sections that don’t fit together
What we have here is a book with two parts.
The first is a short report by Everte Farnell on how to use direct mail to get back in contact with customers who have stopped buying from you with the intention of getting some of them to start buying again. These old customers are an important source of potential profit and, while what is written here is useful, much more could be said.
The second is an introduction to a book by Dan Kennedy which has been licensed by Everte Farnell. Kennedy says that he’s boiled down success to ONE ingredient but he’s not going to tell us in this book, just give us clues. Napoleon Hill did the same trick by referring to a hidden secret in “Think & Grow Rich” but that had plenty of content. This just has a simple message of “get into action”. That may be Kennedy’s main message too.
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