Keith Wiser has written a book, bringing his global perspective on the past, present and future of direct marketing.

‘The trouble with the world today is that no-one respects their parents and everyone wants to write a book.’
Cicero wrote those words more than 2,000 years ago.

Today, I have considerably less trouble with the former than I did when I was 16 but, as I confessed at the end of last month’s article, I have written a book and I am going to use this month’s space in DMI to tell you a little about it.

The first thing you need to know, hardly surprisingly, is that it’s about direct marketing. That sounds simple enough although some of the early content, like the meditations of St John of the Cross, is tortured by self doubt about the exact nature of that discipline.

It should come as no surprise to those who know me that the book is liberally sprinkled with heavy doses of humour, sarcasm and challenges to the given wisdom.

A hint of what is to come may be gleaned from the beginning of the Foreword: ‘I have discovered that writing a book is like having a child . . . what you have in mind and how it turns out are not necessarily the same.’

A further intimation that this is not your typical DM opus becomes apparent as you hit the contents page, with each chapter named after a well known song concluding with the eponymous ‘My Way’, by Frank Sinatra.
Chapter 2 is the angst ridden section that contains the self examination of direct, but humour still has its part to play. It begins thus:

‘Two blondes walked into a building. Funny . . .  you would think at least one of them would have seen it. Or, how about this message on an answering machine: If you want to buy some marijuana, press the hash key. All the great comedians were masters at exploiting this kind of ambiguity. But there is little ambiguity around above-the-line advertising.’

Albino crow
So, what made me first of all want to write yet another book on direct marketing – for goodness sake, how many do we need? – and, secondly, one that a friend of mine described as an albino crow?

To answer the first question . . . . most books on direct marketing are too self deprecating – the majority of them write either about the old stuff or the new stuff; few of them put it all together – issues like database management and analytics normally receive little more than a passing glance; and finally, the majority of text books are, quite frankly, boring – I have always believed that people learn more when they are enjoying themselves.

If you need an answer to the second question go back to my responses to the first question. But I felt it was worth the risk because it was, after all, called ‘My Way’.

So what is ‘My Way’?
Well like all professional direct marketers I know the value of a genuine, heart-felt endorsement. Here’s what several of my colleagues from around the world have to say.

‘This is one of the few DM books which looks across borders. It succeeds in appealing to beginners who know nothing, DM professionals in the middle of their careers who want to learn more as well as seasoned professionals who need to know more about the latest developments. Keith’s very personal writing style makes it read like a novel that’s hard to put down’ – Pieter van den Busken, CEO of IDN, Holland.

‘About time! A book on DM that includes the classic textbook learnings of the past 50 years and gives them a good kick. All the key insights, tested tips with case study back-up are here in a highly entertaining and readable tone. From rookies to vets, it’s a must-read’ Michael Killeen, MD of Dialogue, Ireland.

‘I was charmed. I think it would make great required reading for a university/trade course on direct marketing and certainly a terrific general introduction work for anyone in business who wants an overview.’ Charles Prescott, publisher of The Prescott Report.

Little wonder then that I had so much difficulty finding a traditional publisher!

I can’t say I blame them. It would have been like to trying to sell a chocolate fire engine. All of this, of course, is great news for all those cheapskates out there with short arms and deep pockets. Then again, if free distribution is the way to go for Seth Godin it’s good enough for me!

You can download your FREE copy of ‘My Way’ from www.my-way.co.za
If you haven’t yet decided to download your copy here are a couple more reasons:

• It’s riddled with case studies from all over the world.
• It’s full of theory but much more that falls under the heading of ‘how to’.
• Few books have addressed the opportunities and challenges presented by the new direct world of emails, cell phones, databases and the Web 2.0 as well as the fundamentals of direct marketing. This does.
• It covers everything you wanted to know about direct marketing from 1645 to a week last Friday.

I’d love to say ‘hurry to get your copy while stocks last’ but in the world of digital freebies that old DM come-on no longer applies! But be my guest and get your FREE copy now from www.my-way.co.za 

Enjoy!