A videolog is a direct mail piece that contains a video. The videolog is awesome for a lead generation campaign, high-end donor, client up-sell, or product introduction. But it can also be a powerful lead generation tool. Architectural design firm Anderson saw [...]
Should you use a video, a photo, or straight copy in your ads? In this week’s testing corner, we look at testing ads for format, including editorial vs. rich design and with a photo/video vs. without. Finally, we tested the [...]
Sometimes, you do need to punctuate your excitement and use an exclamation mark! But be careful not to go overboard. Too many exclamation points can make your copy sound cheesy or, worse, unbelievable. On rare occasions, they are needed to [...]
What makes the difference between success and failure in your direct response marketing? It’s what Rosser Reeves, in his book Reality in Advertising, called the Unique Selling Proposition (or USP). But what is a USP? It’s the factor that sets [...]
Most marketers aren’t prepared for a disaster. The result: wasted time and money… or worse. They were unprepared for the massive shutdown caused by the Microsoft/CrowdStrike update blunder. You see, over the last 40 years, I’ve seen earthquakes, fires, floods, [...]
