Method Marketing: How to Make a Fortune by Getting Inside the Heads of Your Customers

Rating:
Summary: getting inside your customers head...hmmm
Review: I must say, I'm quite suprised at the level at which this author writes.He has obviously been inside OUR heads! (the people who bought this book)The book speaks plainly and directly to the problems all sellers and marketeers have. Not only does this book offer practical advice, but it takes it one notch higher with step by step methods to first, understand our prospect,target said prospect,think like our prospect and then ...re-invent our service or products to his/her liking! If you like TRUTH in advertising, then the title of this book will surely please you. I generally like "Pattonesque" sales & marketing books...the ones that hit you over the head...but this is just right below that genre.

Rating:
Summary: Denny Hatch hits the nail on the head
Review: Mr. Hatch, also editor for years of 'Who's Mailing What' sees more direct mail in a year than most of us do in a lifetime, and has studied the inside story of a staggering number direct marketing efforts. While 'book-learned' marketers play it safe (and naive) with facts-only, feature-centric direct mail creative, Denny's acknowledgement of the 'emotional sell' shows his deep understanding of what really opens a customer's wallet. Too bad more of today's marketers haven't read this book or subscribed to his pubs! -- P.S. The prior review that notes the Peterman financial failure shows the reviewer's lack of understanding of the REAL story: Peterman's success was sidetracked by the outsider he hired in, who obviously didn't have the market understanding that Peterman had. I heard the guy speak at a conference and he clearly was out of touch. Their push into retail and cinematic themes finished them off, not any flaw in Peterman's premise and execution of the printed catalog. Peterman's fatal flaw was in his hiring practices, not his own marketing expertise.