Contrary to traditional advertising philosophy "awareness" and "recall" don't mean diddly-squat when it comes to direct marketing. They are simply ineffective measurements. A direct marketing campaign cannot be considered successful if the prospect is aware of or recalls the communication – only ...
Here's a list of 12 writing tips that will leave you either grinning or grimacing. Always avoid a lot of alliteration. Prepositions are not words to end sentences with. Avoid clichés like the plague - they're old hat. Comparisons are just a bad as clichés. Parenthetical remarks (no m ...
What can Hollywood studio execs teach you about your direct marketing campaigns? Perhaps quite a bit when you consider the marketing strategy behind limited release films. So what’s a limited release film? Simple. I can explain it in one sentence you’ve heard hundreds of times: “Starts Frid ...
Always write your sales letter in the present tense/second person – unless you have an extraordinarily good reason for doing otherwise. Huh? In grammar the word "tense" means time. It’s applied to verbs because verbs indicate time. I bought (past tense). I buy (present tense). I will buy (fu ...
Practitioners of direct marketing are a different breed. Okay, I'm referring to something other than those quirky idiosyncrasies and stereotypes of the left-brained analyticals and right-brained creative types. One of the things I have come to truly appreciate about the direct marketing industry i ...
