Testing Corner: Mail/Email Power

I love the new integrated marketing strategies: Send a direct mail piece to your targeted audience. Send multiple emails (pre, delivery, and post) to the names you’re mailing to. Send banner ads to the same target audience you are marketing to. Send Facebook newsfeed...

Testing Corner: Do Quotation Marks Add Power?

I’m a longtime proponent of setting quotation marks around your headline. Why? They grab attention. They can add credibility and a newsy feel. They make the reader wonder who’s saying this and why? Best of all, they increase response, according to years of testing....