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Business
Insights that
drive results

07/15/2009

Lost in Translation

In the days when I worked in insurance, one of my writing jobs was preparing copy for pages of group policy booklets. So the company sent me to a few of the insurance industry’s Benefit Communication Institute conferences to learn the latest techniques. One year, the speaker list included Ronald Wohl, who described some of…

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07/13/2009

Can E-Mail Marketing Messages Be Too Long?

If you’re like me, you dread booting up Monday morning to begin the work week on your computer.   Why?   It’s that deluge of e-mail that’s been building up all weekend which hits you like a tidal wave first thing.   Admit it…like the rest of us you go straight to your e-mail to…

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07/13/2009

What a Magalog Is and Does

Remember the candy commercials where someone eating a chocolate bar bumps into someone with an open jar of peanut butter? They get a thrill from the taste of the combined flavors. A magalog is like that. “Magalog” is a word that stumps some people when they hear it, so here’s an explanation. You know what…

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07/10/2009

We Buy For Emotional Reasons!

As a long-time reader of the Harvard Business Review, I was “shocked” at the title of one of the articles in the July-August 2009 issue.  It reads:  “The End of Rational Economics.”    Normally, I don’t get all worked up over an article headline…but this one was different.  I found it outrageous – an affront…

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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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