They say a picture is worth a thousand words. Now I don’t know who’s doing the counting but sometimes a picture is worth a whole lot more than that – and sometimes, it isn’t worth a syllable.

Aesthetically, a picture – any picture – can add a lot to your piece by [...]

People have come to be very skeptical about the advertising and direct mail they read.

No matter who you are or how hard you try, there are always a certain percentage of people who just won’t believe you.

For good reason too. There are so many products and so many offers and [...]

I don’t know – maybe I shouldn’t be complaining – but I’ve never understood why businesses spend so much time and money creating brand new marketing campaigns instead of just tweaking their existing campaigns.

I know we all love spanking new creative. It’s fun. It’s fresh. It’s a nice break from [...]

On November 19th, actor Dick Wilson, who portrayed Mr. Whipple in the long-running Charmin TV commercials, died at the age of 91.

Wilson appeared in more than 500 commercials as Mr. Whipple from 1964 to 1985.

For those of you who never saw these commercials, Mr. Whipple was an annoying little store [...]

One of the tell-tale signs of promotional direct mail is the use of so-called “teaser” copy and graphics on the outer envelope.

Over the years, I have had many clients who have been reluctant to use teaser copy because they thought their mail would like advertising mail (better known as junk [...]

We all have our favorite TV commercials. Usually they are the most entertaining commercials. But are they the most effective?

If you want to know whether a commercial actually sells something or is just entertaining, listen to my kids.

Spend an evening with me in my kitchen and listen to the sounds [...]

The advertising business is rife with hyperbole. It’s everywhere.

Our products are always the best, the cheapest, the easiest to use. Our employees are smartest, the friendliest, the most responsive. Our companies are the most successful, the most generous, the most reputable.

All this self-boasting … it really makes you appreciate [...]

Most of you who write letters – for business or personal use – have probably never given much thought to the design of your letter. Most of your attention – rightly so – has been with the words.

But much like an ad, a brochure, a postcard or any number of other [...]

Did you see the promotion a few weeks ago for Ace Hardware? It was a one-day sale that allowed customers to fill up a paper bag and take 20% off on all items in the bag.

We’ve seen these before. Office Depot last year actually sent out large paper grocery bags as [...]

As copywriters, we are taught from Day One that good copywriting needs to be simple, clear and concise.

“Explain everything,” we are told.  “Assume our audience knows nothing.”

We see ourselves as the “great translators” – able to take complicated stuff and make it readable and comprehensible to the masses.

We are intolerant of technical [...]