Catalogs are profitable—and they are growing! Some are for consumers. Some are for B2B. Some are for retailers like Macy’s and Wal-Mart. Some are for online markets, like Amazon and many others. What is their #1 reason for success? The [...]
It seems counter-intuitive, but it's true! Avoid short copy. It kills response! That’s right! Long copy usually produces better responses. But I do believe something in the copy must be short. In fact, many direct response copywriters make a vital [...]
The Test: This week, let’s look at two pay-per-click ad headlines from the book 46 Ways to Raise Prices. Headline A read: “The easiest price increases you’ll ever make or your money back.” Headline B read: “The secrets of making [...]
Consumer markets and B2B marketers use a little-known direct response tactic called a bookalog. This tool creates sales. It creates leads. It’s been used many times as a control by marketers. A bookalog establishes you as the #1 authority in [...]
Marketing to the Wealthy: Taking a Mature Product and Supercharging Response and Profitability I am one of the few specialists in this field who has worked on more than 400 campaigns to this group. What have I learned? Let me [...]
Marketers can and should test every individual campaign to see where they can improve customer response and learn important information for the future. By testing one variable (such as teaser copy, price, offer, or format) you can see what makes [...]
Here are the top 16 Direct Marketing Update videos from this year. These are the articles that you must watch These are the ones that were the most useful and interesting. They were the 2016 all-stars. You won’t want to [...]
Here are the top 16 Direct Marketing Update articles from this year. These are the articles that you must read. These are the ones that were the most controversial. They got the most comments or forwards. They were the 2016 [...]
People love seeing their own name, and when you incorporate it in your copy, response rates go up. If you aren’t currently using personalization in your direct mail and email campaigns you may want to think about trying it in [...]
In direct response, you want your copy to move your prospect right along, from start to finish. The “Bucket Brigade” is a list of transitional words and phrases used to keep your prospect reading and moving easily through your piece. [...]
