Does your marketing sell?: the secret of effective marketing communications

Just what makes one ad 20 times more effective than another? Why does on promotional campaign outpull another by 100 times? And how do you know which yours will be? Remarkably, the answer is often quite simple. The trick is to think about your marketing as if you were selling. Out goes fancy showmanship. In comes effective salesmanship. The invariable result: higher response rates and more sales.Does Your Marketing Sell? is a distillation of the authors 25 years of successful sales and marketing experience, hundreds of real case studies, the pick of marketing communications research, and the received wisdom from some of the world's greatest marketers.