MEL MARTIN

BOOK OF SECRETS
(1990)

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Mel Martin
Book of Secrets 1990

Comments
This was our third “Bottom Line’s Greatest Hits” book,
the concept for it was a little different. We formatted
articles as checklists and used a tall, narrow format for the
book’s pages. The “Book of Checklists” was not successful,
and when we retitled it “The Great Book of Inside
Knowledge,” it also was not successful. But when under its
third title, “The Book of Secrets,” we promoted it for more
than a decade, until 2001, and sold over 600,000 copies.
We actually did our single biggest mailing, ever, for this
book: Over 9 million pieces. Out of curiosity, Marty called
up our lettershop and asked how many semi-trailer trucks
that would equal. The answer was about 36. Marty always
enjoyed the mental image of 36 semis driving to the post
office, loaded with our direct mail.
(Our first “Bottom Line’s Greatest Hits” book was the
Book of Inside Information. See sample GH-10.)

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