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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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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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