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

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Business
Insights that
drive results

08/24/2009

Press Releases: I’m Quoting You on That

A few years ago, I wrote promotional materials for a client in the business of hog genetics. The company’s scientists manipulated genes through breeding to select quality traits in the sows’ offspring. While the company sold some live hogs to breeders, most of its products were marketed at a pre-offspring phase. I was writing promotions…

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08/21/2009

WANTED: One Great Bank Headline

I simply can’t understand why the marketing folks working for banks and credit unions have such a tough time coming up with great headlines.   And the problem isn’t limited to smaller banks and credit unions.  The larger institutions seem to suffer from the same malady.   Evidence of this was discovered in the headline…

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08/21/2009

Add Flesch-Kincaid to Your Checklist

Does your computer show a Flesch-Kincaid Readability rating when you perform spell check? (If not, look at “Options” under “Spelling.”) The Flesch-Kincaid rating can help you determine if the copy you plan to use in your marketing materials can be easily understood. Remember, a key to a successful marketing component is how quickly and effortlessly…

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08/19/2009

The Good, the Bad, the Example

It’s rare to find a marketing piece that has features you want to applaud, and at the same time parts that make you scream, “Why’d you do it?” The Example is an 8.5 x 14-inch letter from SAC Federal Credit Union. The highlight for me is a feature you seldom find on any mail piece,…

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08/19/2009

Avoid Meaningless Headlines

Was it a warning for us folks in earthquake-prone California?   Or an attempt to reach out to us old codgers?   The big, bold headline on the giant billboard quickly caught my eye.  It read:  “Whole lotta shakin goin on.”   Being an old codger, what immediately came to mind was rock and roller…

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08/17/2009

Never Send A Letter Like This To Your Customer

The personalized letter that arrived in my mail today is a textbook example of how NOT to write a letter to one of your best customers…or any customer for that matter.   The company was informing me that an item I was due remains out of stock.  The only problem is I get periodic shipments…

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08/17/2009

P.S. I Already Said This

Check your daily mail or your sample file for an envelope package with a letter inside. Does the letter have a P.S. at the end? If so, it’s on its way to being a good, solid direct marketing letter. I’ve seen marketing letters I’ve written come back from a client with the P.S. marked for…

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