Title: From the folks who brought you gems like "Act Now!"
Product review: This book is the worst of both worlds -- it's tired AND pedantic. In fact, the only engaging part is the cartoons. It offers zero insights & drones on like a bad salesman in a cheap suit talking your ear off at a cocktail party. Save your money and don't take advice about advertising from direct mail people; they're different animals. If you really want a good read about the business, try John Steel's book or, better yet, David Ogilvy's Confessions of an Advertising Man. Ogilvy's book is a 30-year old classic and is written with timeless wit & aplomb. And in a nutshell, the difference between Ogilvy's book and Solomon's book is precisely the difference between advertising and direct mail: Good advertising is creative, engaging & disarming, whereas direct mail is nothing more than a blunt instrument devoid of any charm.
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