Marketing Happily Ever After

“Once upon a time…” isn't the usual opening line of a marketing book. But then “Fairytale Marketing: 7 Magical Discoveries” isn't your typical marketing book.

Direct contributor Grant Johnson wrote this short “business fable” to encourage direct marketers to make their campaigns more testable, meaningful and measurable.

“As I gained more and more experience in the industry, it became very evident that traditional brand advertisers knew next to nothing about direct marketing,” Johnson says. “And all the books out there were more or less textbooks. This book is designed to get folks interested in learning more about the differences between brand advertising and direct marketing and give them a foundation to build on. And hopefully it will encourage seasoned DM pros to consider a back-to-basics approach, too.”

Johnson has taught an MBA class on direct marketing for the past seven years. “It shocked me how little the students know about direct marketing, so I thought the book would be a great way to cover the basics quickly.”

For more information, visit www.fairytalemarketing.com.