A Small Business Guide to Direct Mail

Jami van Haaften is a professional librarian and author of An Index to
Selected Canadian Provincial Government Publications for Librarians,
Teachers and Booksellers.

In this “how-to” look at direct-mail marketing, Grensing looks at
the pros and cons of all direct marketing methods. She describes direct
mail as “the King of direct marketing.” Her manual outlines how best
to make use of this advertising medium.

Instructions for developing a mailing list and for designing flyers,
brochures, sales letters, and order forms, as well as for maintaining
good customer relations, are all presented in a simple but detailed
style. The reader will examine the question “Will direct mail work for
you?”, analyze the product and its market, and make numerous other
choices and decisions.

Sample forms, letters, formulas for calculating margins, mailing-list
rates, and other documents are useful additions to the text. Readers
considering direct-mail advertising will find this manual an invaluable
tool.

Grensing has written two other titles in Self-Counsel’s business
series: Motivating Today’s Work Force and A Small Business Guide to
Employee Selection. A freelance writer and business consultant, she has
had articles published in several national and trade publications on
business and personnel management.