I must confess, I’ve been somewhat of an Internet Marketing Nazi for the past few years. I mean, it’s what I DO. I show people how to get more brand exposure online. I love online marketing (it’s cheap, interactive and flexible) and have shied away from direct mail (expensive, low return, annoying).
But I’m realizing that [...]

So you’ve told the reader what’s in it for them. You’ve included a great offer. Now what?
“Call now and we’ll throw in an extra Ginsu knife absolutely free!”
“Act now! Quantities are limited!”
“Discount good through January 30.”
“100% money back guarantee for 30 days.”

You need a call to action. Something to stimulate your reader to get off [...]

You’ve written beautiful marketing copy. You perfectly describe your product, including benefits to the customer. You draw in the reader. And then it ends.
No one calls. What’s missing?
You forgot your offer.

Every piece of marketing collateral needs an offer. You can tell your readers how great your product is, but if you don’t give them an [...]

This is the first in a series of posts I’d like to offer that address how, with the right elements, you can turn an ineffective marketing campaign into one that gets results.
You’ve heard it before: the basis of your marketing should answer the question from your potential buyer:
“What’s in it for me?”
It’s the truth. You [...]

Marketing That Works: The Lumpy Package
Because we’ve forgotten about the threat of anthrax, direct mail works again. But not just any direct mail. A carefully planned out campaign is the only one sure to get the recipient’s attention.

I have a client who is about to launch a Thanksgiving direct mail campaign. Why? It beats the [...]

A Perfect Storm is “Taking Shape” at the Post Office
I recently found this slyly buried article about the Postal Service changing its fee structure. Apparently, rather than charging by weight, the Postal Service will now charge by shape. So if you have a large postcard or package, you will be charged more than a heavier [...]