"What kind of respond can I expect from my lead-generating mailing and what percentage is considered good for business-to-business direct mail?" Let's see if we can shed some light on the topic.
Self-mailers have seen a resurgence — most notably the magalog for long copy and the standard postcard for short copy. Why use postcards instead of a traditional DM package, tri-fold self-mailer, or other formats?
One of the biggest misconceptions about writing to CEOs, CFOs, and other senior executives is that they speak some alien language that has only a passing resemblance to the conversational or written English you and I use every day...
Since time immemorial — or at least for the quarter century I’ve been in direct marketing — people have vigorously debated the merits of long vs. short copy.
Are there certain industries whose business model is dependent on not helping customers — businesses designed to actually be more profitable when not giving customers the best advice, products, and service? Here are some that have been suggested to me.
Is Blockbuster lying to us? Some people think so. Blockbuster’s new commercials promise, “The end of late fees.” But of course, that’s impossible: if there is no penalty for returning a movie late, you could keep it forever.
“Promise, large promise, is the soul of an advertisement,” wrote Samuel Johnson. Today we know he was right: to break through the clutter and generate a profitable response, direct marketing must make a big promise.
I was asked to comment on an article on business writing two authors had submitted for publication. The article's premise was that, even in our technological era, writing skills are more important than ever. Here was the reply I gave:
“What’s the most effective length for a business-to-business sales letter?” a reader asked me the other day. Let me see if I can give some sensible guidelines to answer this common question.
The best way to get ideas for headlines when you are stuck is to keep a swipe file of successful headlines, and consult it for inspiration. Here’s a partial collection of such headlines from my swipe file, organized by category.