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07/06/2009

Most Ideas Are Already Out There

Do you have an Idea File? Sometimes it’s called a Swipe File. In my file cabinet I have a thick folder, appropriately labeled “Ideas,” that I started when I was a wee worker at a large insurance company. Looking through that folder is like a trip back in time. There’s a handwritten note from my…

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07/06/2009

What Did It Say On That Billboard?

It’s the marketer in me.  As I drive around Sacramento, I’m always looking at the messages on billboards.  As you know, there is no shortage of them to view.  They seem to be everywhere.   What really intrigues me are the vast number of billboards bearing meaningless messages and way too many words.  It’s rare…

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07/01/2009

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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06/30/2009

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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06/29/2009

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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06/29/2009

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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06/26/2009

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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