Superlatives can be counterproductive to your direct marketing campaign. For example, when creating copy for the outside of an envelope, don’t say, “Our product is the best in the industry.” Raving about your product with an ‘est’ word without backing [...]
I thought I’d share one of the tests we just did for ourselves to generate more leads. I’d usually present a marketing test from a client. But I felt this was a great test so that you can see [...]
I just finished several successful campaigns that generated powerful, above-average responses. Why so successful? One of the most important keys is the powerful use of direct response copy. Good direct response copy is easy to recognize. Not because it wins [...]
Imagine driving down the freeway and seeing a pile of boxes sitting on the shoulder. You pull off and discover the boxes are filled with your mailing…when you thought had gone to the post office weeks before. Or how about [...]
Let me tell you what your ad agency doesn’t know….how to maximize the opening of an envelope. There are 5 outer envelope “rules” you should follow to overcome your direct mail piece’s first and often toughest marketing obstacle: making sure [...]
