Direct Mail Success Secrets

If you ignore the "1% lowlife slime quotient," 99% of buyers will not take advantage of your money-back guarantee. Of course, your product must be truly worthwhile...no Florida swamp land, Bald-Be-Gone hair tonic, or Michael Bolton concert tickets. Money-back guarantees are one of the many angles explored by host Alba-Marie Besteni in Direct Mail Success Secrets. Primarily a talking-head lecture (with bridging graphics), the program looks at the pros and cons of direct mail, the three P's that tap into ye olde wallet (production, printing, and postage), where to find good mailing lists, putting together a successful sales letter, and more. While the video sometimes sounds like it's suffering from hype-overload ("the 10 crucial things you must do," "the two ultimate direct mail secrets," etc.), and the format is relatively low-budget, the price isn't bad for a business video, and the tips and suggestions offered are solid. Recommended. (R. Pitman)