Rodney H. Buchser, President and Founder of FMS Direct, wrote the book considered by many to be the definitive book on direct response advertising. 

“Call Now, 1-800…Highway to the Electronic Goldmine…How To Profit From Direct Response Television Advertising” is a complete guide that takes readers step-by-step through the multi-billion dollar world of Direct Response. The book features over 250 pages of informative, profit-making ideas and strategies on how to maximize the success of direct response campaigns.

On this site, we’re pleased to provide you direct links to select chapters from the book:

“Call Now, 1-800…Highway to the Electronic Goldmine”

SECTION I THE BRAVE NEW WORLD OF MARKETING

Introduction
Discovering the Electronic Goldmine
The Marketing Formula
Direct Marketing
Internet Marketing
Direct Response Television (DRTV)
SECTION II CREATE A WINNING MARKETING PLAN
The Marketing Plan
Product & Marketing Analysis (Call FMS For Info)
Money, Money, Money
SECTION III ELECTRONIC SELLING
The 21 Basics of Selling
Persuasive & Compelling Copy
The Decision Trigger: FREE
SECTION IV THE INFOMERCIAL
The Infomercial
Key Selling Messages
Infomercial Program Checklist
Creating an Infomercial
The “Nodding Effect”
The 15 Most Common Mistakes
Research, Statistics and Lies
SECTION V CUSTOMER RELATIONSHIPS
After Market Sales and Strategies
Integrated Marketing
Integrity Marketing
Relationship Selling
Glossary of Terms and Bibliography

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