Once in awhile, you can’t beat a good case study. And what better case study for a copywriter or direct marketer to learn from than the profile of a legendary direct-mail publisher: Rodale. Continue Reading
Dumping a gut full of “want to tell” copy onto the page can feel cathartic. It can make you feel smart. It can make you sound funny or witty or clever. But it’s no way to sell… Continue Reading
Years ago, I think it was National Lampoon sent out a mail campaign trying to get subscribers… or maybe it was renewals… with a picture of a man holding an adorable puppy draped over his left arm. In his right hand, he held what looked like Dirty Harry’s revolver. The headline read (I’m paraphrasing): “Subscribe now or the puppy gets it!” Depending on how you feel about puppies, that qualifies as an “urgency” pitch. Of course, there are other ways to create urgency. Continue Reading
I got a note awhile ago from consultant Bob Serling Bob writes: “Years ago, I was using a print broker for some of my mailings. She had been referred to me by a direct marketing legend whose identity I’ll protect… Continue Reading
Does sex really sell? Not necessarily. In a poll that showed up on BizReport.com, the older the prospect you’re targeting, the more likely they are to dislike s*xy ads. I say that, by the way, thinking it’s more complicated than… Continue Reading