Insights that
drive results


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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Direct Response Versus Branding Ads

I was shocked by what I didn’t see!   Last Sunday as I was paging through my local newspaper in Sacramento, I came across two bank ads and one credit union ad.  The first ad was a half-pager placed by one of the largest – and oldest – banks in the country.  The second, page-dominant…

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Banking and the car wash

Before I can fill up, the pump always asks: car wash today? I usually say no. But about every two months I say yes. And when I do I’m given three choices: 1. Supreme, with everything including Sunshine wax (don’t know what that is) and under-carriage cleaning. 2. Deluxe, basically a wash with some sort…

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