“The reports of my death have been greatly exaggerated” – Mark Twain Many marketers think direct mail is dead. Presidents of companies and even marketing directors are making a tragic, strategic and tactical mistake. Direct mail is still a powerful [...]
You’re one of the "98%" of companies if you’ve never considered a “bookalog” for marketing and advertising. What’s a bookalog? It looks and feels like a book, but it’s actually a persuasive sales piece for your product or service. When [...]
84%! That’s the percentage of nearly 600 marketers using 4 to 6 channels in their marketing campaigns who report enjoying a much better return on investment than using just 1 or 2. That’s proof that multi-channel marketing is powerful. But, [...]
Let me tell you about a new product launch I did that exceeded all expectations … and brought in millions in sales. Marketing health supplements is viciously competitive. Standing out and differentiating one product from another is critical. My client asked me: “How can I best market my supplement? [...]
“Magalogs” are an infomercial in print. Few marketers use magalogs. But they should, because they produce such a powerful response. In direct mail, the most common formats are: Envelope mailings Postcard mailings Self mailers There are other formats, including magalogs, catalogs, bookalogs (see video brief [...]
Most marketers waste a lot of time and money. They pour cash into image-based advertising…or a single channel that simply doesn’t get results. They advertise to anyone and everyone…without targeting their efforts to their most likely prospects. That’s like throwing [...]
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 [...]
Avoid the fear factor when prompting your prospects to buy.... It's common to finish a survey or shopping cart information gathering field with a "Submit" button using the word "Submit." It's used ubiquitously and many would assume that's because it [...]
As the economy recovers, some businesses will struggle to survive. Others will slowly grow. And others will move ahead to dominate the market for years to come. How you market in a recession is vital to your future. Recently, myself [...]
Adjust your copy to your prospect's/client's reality during the pandemic. Here are 14 key copy points to consider: Address your target boldly. Don't ignore your target market's fears, hurts, and distress. Use preemptive copy. Thompson Creek Windows' "Buying a New Window [...]
