Opt-In Marketing

by Ernan Roman

Book Overview

From junk mail blockers to do-not-call lists, potential buyers today are more interested in "opting out" than listening to marketers' messages. Opt-In Marketing offers a prescriptive plan for... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 007143528X
• ISBN13: 9780071435284
• Release Date: June 2004
• Publisher: McGraw-Hill Companies
• Length: 296 Pages
• Weight: 1.35 lbs.
• Dimensions: 1.1" x 6.4" x 9.4"

Customer Reviews

A must read for anyone marketing over the web.

Roman nails it. He preaches the golden rule - as applied to marketing. He shows how to use permission and precision timing to win at marketing. Even better, while he has a fortune 500 client list, the strategies he recommends are not just for the big guys. In fact they are easier for small companies or even individual salesman to use.

Required Reading for Marketers

There are 3 keys to your success: Execution, Execution, Execution. Roman and Hornstein deliver - with precision - on the who, what, where, when and how of each. A must read. John Wanamaker would give it 'two thumbs up'

learn what's in this book

There are things in this book that you can't get elsewhere...at least I've never been able to find them. At our company, we've tried for years to successfully integrate our direct marketing and sales teams. We also want to lengthen the lifetime of our customers. The authors have been doing this for years and it shows in their case studies. If you can learn what's in this book and pull it off in your organization, you'll join the less than 2% minority of companies who have achieved this level of marketing excellence.

innovative and psychologically sophisticated marketing

Good to see individuals in the marketing/advertising field who truly understand the complexity of people and organizations. Consistent with the most up-to-date approaches in the field of psychology (specifically psychotherapy research), the authors of this new book are quite persuasive in showing readers the enormous value in tailoring marketing approaches to the individual needs of different organizations. Moreover, they use statistics in a quite user-friendly way and they also offer a great and quite readable variety of case material to support their views. An engaging, persuasive, and innovative look at contemporary marketing. Well worth a look; you'll find yourself hooked.

Here's the future of Direct Marketing!

Ernan Roman and Scott Hornstein have seen the writing on the wall, that customers and prospects are increasingly dodging mass, unasked for commercial messages. They advocate the next important idea, namely opt-in marketing, marketing that receives the permission of the customer or prospect to be in touch. They go beyond permission marketing into consensual marketing and provide cases and evidence of its great effectiveness. They address the major objections that might arise and spell out strategy and tactics that have worked with their major clients. This is the next wave of direct marketing and they are the pioneers.