Business<br />
Insights that<br />
drive results

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Business
Insights that
drive results

07/09/2009

Checking Into School

It’s July, but it’s time to think about students returning for the fall term. Why? Because it’s the time when businesses of all types gear up for back-to-school sales…clothing, electronics, used cars, and so on. For banks and credit unions, the fall school term is a significant time, too. Students and parents need loans to…

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07/08/2009

E-Mail Marketing versus Regular Mail

If you’re like me, it’s generally an unwelcome disruption when someone drops by the house without notifying me ahead of time.  Not so with those expected visitors as I’m mentally ready to interact with them.   I’m using this analogy to make a point about the difference between e-mail marketing messages arriving in my inbox…

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07/08/2009

Fake Urgency Fails

I work in the direct marketing business, so you can be sure I examine everything that appears in my home mailbox. One thing that annoys me, both as a professional and a consumer, is the fake-legal envelopes used to disguise a flimsy product promotion. One such business-size, closed-face envelope arrived at my home in mid-June….

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07/06/2009

Most Ideas Are Already Out There

Do you have an Idea File? Sometimes it’s called a Swipe File. In my file cabinet I have a thick folder, appropriately labeled “Ideas,” that I started when I was a wee worker at a large insurance company. Looking through that folder is like a trip back in time. There’s a handwritten note from my…

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07/06/2009

What Did It Say On That Billboard?

It’s the marketer in me.  As I drive around Sacramento, I’m always looking at the messages on billboards.  As you know, there is no shortage of them to view.  They seem to be everywhere.   What really intrigues me are the vast number of billboards bearing meaningless messages and way too many words.  It’s rare…

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07/01/2009

The Debate Over Long Versus Short Copy!

One of the longest running debates in direct mail history has to be the one over long versus short copy.   I was reminded of this the other day as I opened the oversized 6″ X 10 ½” brown Kraft envelope bearing the engaging teaser copy line:  “ALERT: Dollar Crash Looms!”  Being a long-time student…

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06/30/2009

Tee Up Those Prospects

The free dinner and seminar has become a stereotype method for financial investment advisors to prospect for clients. In the past few years, I’ve even seen newspaper articles that ridicule the dinner and seminar for being a blatant, worn-out sales cliche. That’s because the arrangement is used to promote a variety of products and merchandise…some…

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