Testing Corner: How a Four-Cent Price Increase Boosted Sales 10% – The surprising American Express Test That Proves You Should Never Guess What Customers or Prospects Will Do
Key Takeaways American Express Publishing tested four prices for the same publication. A price of $19.99 generated 10% more sales than the $19.95 control. The lowest tested price—$19.49—produced the worst results. A lower price does not automatically produce more orders. Small pricing differences can significantly change response. Customers and [...]
Copy Tip: 10 Reasons Benefits Outsell Descriptions—and How This One Principle Can Dramatically Increase Your Response Rates
Key Takeaways People don’t buy products or services—they buy the results those products deliver. Features explain what something is. Benefits explain why someone should care. Every feature should be translated into one or more meaningful customer benefits. The strongest copy appeals to emotions first and then justifies the decision [...]
How One 3-D Marketing Campaign Generated an 18% Response Rate—and Why This Proven Strategy Is Becoming Even More Powerful in the AI Age
Key Takeaways 3-D direct mail gets opened because it creates curiosity before your prospect reads a single word. Oversized or unusual packages often bypass gatekeepers who routinely discard letters, postcards, and brochures. Physical interaction dramatically increases attention, recall, and engagement. When properly executed, dimensional mail frequently produces response rates many [...]
How TheStreet.com Turned a Down Market Into 200%–350% Better-Than-Projected Results: 7 Steps to Successful Turnaround
Sales were falling. Advertising revenue was disappearing. Competitors were retreating. Here is how a bold, accountable direct-response strategy helped TheStreet.com create new revenue, launch four premium products, and gain market share. Key Takeaways A declining market does not automatically require a declining marketing budget. It requires a smarter, more accountable [...]
6 Short Little-Known Things Every President & Marketer Should Know
Here are 6 short, but powerful things you should know: 1. Chat Advertising: The Key Difference in Strategy Unlike traditional keyword advertising ChatGPT ads are increasingly shaped by conversational context and user intent. Ads for conversational AI is evolving from an informational teel into a discovery and commerce platform, creating [...]
Testing Corner: How a Four-Cent Price Increase Boosted Sales 10% – The surprising American Express Test That Proves You Should Never Guess What Customers or Prospects Will Do
Key Takeaways American Express Publishing tested four prices for the same publication. A price of $19.99 generated 10% more [...]
Copy Tip: 10 Reasons Benefits Outsell Descriptions—and How This One Principle Can Dramatically Increase Your Response Rates
Key Takeaways People don’t buy products or services—they buy the results those products deliver. Features explain what something is. [...]
How One 3-D Marketing Campaign Generated an 18% Response Rate—and Why This Proven Strategy Is Becoming Even More Powerful in the AI Age
Key Takeaways 3-D direct mail gets opened because it creates curiosity before your prospect reads a single word. Oversized or [...]
How TheStreet.com Turned a Down Market Into 200%–350% Better-Than-Projected Results: 7 Steps to Successful Turnaround
Sales were falling. Advertising revenue was disappearing. Competitors were retreating. Here is how a bold, accountable direct-response strategy helped TheStreet.com [...]
6 Short Little-Known Things Every President & Marketer Should Know
Here are 6 short, but powerful things you should know: 1. Chat Advertising: The Key Difference in Strategy Unlike traditional [...]