In my experience, it’s the solitude of thinking deeply while walking, or engaging in other non-work activities, that result in the best creative outcomes. Research now proves it.Read More
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There is a temptation by catalogers and other marketers to think their business will survive just dandy by eliminating the cost of printed materials. The problem is, you’ve got to have a mechanism to bring customers back to the website. Email can do some of it. Social media might result in a few clicks. But it’s the printed piece, whether a catalog or direct mail, that is proven over and over to bring customers back with the highest ROI. Here's why.Read More
Some say direct mail is dead. Bunk. What's dead is any channel where copywriting doesn't sell and close deals. Our culture of political correctness is seeping into marketing, with too many marketers afraid to sell with hard-hitting sales copy.Read More
I’ve too often heard a phrase from news commentators during interviews and politicians in recent debates that puts me off. The commentator or politician chirps, “I want to go back” after a point had been made minutes earlier, after the flow the conversation had moved on. “I want to go back,” is often not a solution that serves anyone.Read More
What makes a direct mail package a success? It’s usually a combination of elements. Marketers and copywriters tend (rightfully so) to spend the most time developing the big idea and writing the perfect headline and lead for a letter. But two components are often relegated to …Read More
The bar continues to rise for creating successful direct mail. In this blog post, I share a dozen direct mail mandates on a diverse range of topics including crunching numbers, flow charts, mailing lists, and perhaps most importantly, a creative and copywriting process that I use and has resulted in direct mail campaigns with significant response increases .over control packages.Read More