Victoria's Secret Kills Catalog

Victoria's Secret Kills Catalog

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

Marketing's Future isn't "I Want to Go Back"

Marketing's Future isn't "I Want to Go Back"

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

12 Direct Mail Mandates

12 Direct Mail Mandates

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