Insights that
drive results


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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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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An Alphabet Soup of Agency Names

The other day while reading my weekly issues of Advertising Age and DM News, it occurred to me that the Internet era has ushered in an entirely new approach to selecting an agency name.   I’m not sure if it’s a good or bad thing.   I cut my marketing teeth back when marketing and…

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Give it a Lift

Here’s another direct mail marketing term you may not recognize, although you probably recognize the item if you see one. It’s a lift letter. You might hear it called other names, like publisher’s letter or lift note. A lift letter is a small, folded note or brief letter added to a direct mail marketing envelope…

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Bad News is Actually Good News for Direct Mail

Has unbiased journalism gone the way of our free market economy?   A questionable article is actually good news for direct mail marketers!   My latest edition of DM News arrived in the mail a couple of days ago.  Please note, it did not arrive via e-mail – it arrived as regular mail delivered by…

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Ask for the Sale

Three car purchases ago, I walked into a GM dealership. On the showroom floor a sporty Camero caught my attention. That’s why it was in the showroom, after all. I wandered over and opened the car door. That made a salesman appear from nowhere. But I was surprised at the indifference he showed. During our…

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Marketing to Who?

I have a friend I’ve known since high school. When he shot a hole-in-one a couple of weeks ago, there was a small mention in his city’s newspaper, which someone gave to me. I sent him a note that teased him for using his wife and brother-in-law as witnesses. I told him if he ever…

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