WARNING: Marketers Are Making the Same Mistake With AI That Investors Made With Tech in 2021
Key Takeaways Marketers are piling into AI tools and AI-driven platforms at peak hype, echoing the pattern that burned investors when the tech bubble corrected in 2022. AI is already embedded throughout modern marketing. Your ad platforms, targeting, bidding, and creative tools all rely on AI under the hood, often [...]
How One B2B “Magalog” Bypassed the Gatekeepers—and Reached the Real Corporate Decision-Makers: 11 Key Things Every President or Marketing Executive Should Know
Key Takeaways SurfControl faced well-funded competitors that overwhelmed MIS and IT managers with advertising, direct mail, email, and sales calls. The main marketing challenge was not only a limited budget but also that technical managers often recommended solutions without having final purchasing authority. The campaign bypassed the crowded technical audience [...]
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 [...]
WARNING: Marketers Are Making the Same Mistake With AI That Investors Made With Tech in 2021
Key Takeaways Marketers are piling into AI tools and AI-driven platforms at peak hype, echoing the pattern that burned investors [...]
How One B2B “Magalog” Bypassed the Gatekeepers—and Reached the Real Corporate Decision-Makers: 11 Key Things Every President or Marketing Executive Should Know
Key Takeaways SurfControl faced well-funded competitors that overwhelmed MIS and IT managers with advertising, direct mail, email, and sales calls. [...]
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 [...]