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07/20/2009

Premiums: Give and Take (Away)

There’s a TV commercial running for Ally Bank that shows the big bad banker with two little girls. He asks the first if she wants a pony. Her yes answer earns her a small toy horse. The second girl also answers yes, but she gets a real pony. The point of the commercial is that…

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07/17/2009

They Made It So Easy To Respond

Whatever you do – go out of your way to make it easy for your customers and prospects to respond!   After all…you do want as many of them to respond as possible – don’t you?   As I booted up Friday morning I immediately went to Outlook to check my e-mail inbox.  I can’t…

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07/17/2009

My Number 1 Secret for Great Marketing Letters

If you’re ever asked to write a marketing or promotional letter, the first step you take is to find a professional copywriter to do the job for you. Wait. Just kidding. That’s not my “Number 1 Secret.” Well, maybe you do want to find a professional copywriter to handle the project. But if that’s not…

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07/15/2009

Finally — A Credit Card Offer Arrived In The Mail

I was beginning to believe it was the end of an era…an era when the ubiquitous credit card offer ruled the direct mail world.   Months have gone by with nary an offer from anyone selling credit cards.  I was slowly becoming nostalgic for the good old days when these offers arrived in mass on…

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07/15/2009

Ask for the business

Two phenomenon from the realm of behavioral economics may combine to bring you more business. 1. We like to conform to social norms. When told a majority of people are behaving a certain way, more of us will adopt that behavior. Examples: More people will recycle if they are informed that most people are recycling….

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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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