Whether you write copy or review copy that others write, these simple guidelines can help improve your response: (Click on the headline for more…)
Creating Compelling Copy
When you have to write copy, or give direction to someone else who will, where do you start? Here’s my system. (Click on the headline for more…)
Will Direct Mail Soon Trail Behind Newspapers?
A recent report by research company Borrell Associates titled Direct Mail Falls, Email Soars has sparked widespread discussion in the direct marketing world.
What caught my attention was that the study, as reported on page 1 of DM News, predicts that over the next five years direct mail will “fall from the No. 1 position for ad revenue to No. 4, behind the Internet, broadcast TV and newspapers.” (Click on the headline for more…)
An Important Difference in Business-to-Business Advertising
Many of our clients have both a wholesale and retail component to their business. When creating their business-to-business advertising, there’s always one extra wrinkle that usually takes some finesse. (Click on headline for more…)
The “Do Not Mail” Disconnect
Direct marketers who do a lot of testing know for a fact that there’s often a disconnect between what people say they do and what they actually do.
I started noticing this decades ago when I had my first job at a direct response ad agency. Friends would gently berate me (Click on the headline for more…)
