Loading ...Segment your target audience. If you are using the same piece of marketing collateral for all of your target markets you’re probably making a mistake. Some market segments respond to one stimulus and others to another. Be topical and pay attention to what’s going on in the world. Look f[...]
I just received another unsigned letter from my credit cad company. They could have chosen a variety of channels to communicate their special offer to me. But I’m guessing they chose a letter because of the palpable one-to-one intimacy it conveys. They took time to design a beautiful letter an[...]
Primary market research can be employed at any stage in the creative development process. But marketing research is especially useful at the rough execution stage. At that point the creative concept is sufficiently developed to embark on a rough execution of the marketing vehicle. At the rough e[...]
Yesterday I received a sales brochure in the mail from a business-to-business technology company. No letter, no envelope. Just a first-class stamped and tabbed sales brochure addressed to me. Never mind that it was poorly designed and printed. I’ve seen ugly outpull pretty too many times to make a[...]
Want to know the secret of one of the most successful marketing headlines of all time? It's been proven effective on a variety of products, across multiple industries and on business and consumer prospects alike. What's more, you don't have to write one word of it yourself. Are you ready? Simple [...]
