Any good marketer knows that importance of addressing WIFM – what’s in it for me – from their reader’s point of view. Using a headline and/or lead-in that conveys a benefit is basic principle of good sales copy. So why is it that one of the most common opening sentences in sales letters is this: (Click on the headline for more…)
A Common Mistake in Marketing With Postcards
If you market with postcards, here’s an important tip that most postcard mailers overlook: (Click on the headline for more…)
Determining Optimum Catalog Page Counts and Mailing Frequency
A catalog company recently asked my opinion on cutting the number of pages in their catalog by more than half in order to save money. It’s a common question. The logic is that a website can feature your full product line, while a catalog cannot, so why not just refer people to the website? More and more orders are coming through the web anyway, so why go to the expense of printing a big, fat catalog?
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Why “Make More Money” Is Not a Goal
Whenever I talk to a prospective client, one of my first questions is “What’s your goal?” I’m astonished by how often people have never given thought to the question. After some fumbling around, the answer I usually get is (Click on the headline for more…)
Facebook’s Staggering Growth
We all know that Facebook has been growing like Topsy, but it recently hit a new first: (Click on the headline for more…)
