Copywriting
- Will a photograph improve your response?
- Why should we believe you?
- What’s wrong with tweaking?
- What I Loved About Mr. Whipple
- To tease or not to tease
- The sounds of great advertising
- The problem with hyperbole
- The graphic design of the letter
- The Ace Hardware “paper bag” offer
- Should you use industry jargon in B-to-B marketing?
- Juggling your way to distraction
- Hurry – Don’t Delay – Act Now
- How to get your direct mail to 'listen'
- How long should a letter be?
- Do you make these mistakes in English?
- 5 reasons why we use “numbers” to communicate
Direct Marketing
- The 5 Levels of Lead Nurturing
- Isn’t all marketing both outbound AND inbound?
- Should we believe those response rates?
- Why free publications make better lists
- What is the most important thing in advertising?
- What is junk mail, anyway?
- The truth about dirty mailing lists
- The perilous pitfalls of personalization
- Return to the Index The front end vs. the back end
- Testing – 1 – 2 – 3
- Sorry, but your price is too low
- More response channels bring more responses
- Mailing to job titles instead of names
- How much should you spend in direct marketing?
- How important is the response rate?
- Choosing an offer that fits your sales process
- Branding vs. Direct Response: Are you kidding?
- Branding on a small business budget
Lead Generation
- The 5 Levels of Lead Nurturing
- Isn’t all marketing both outbound AND inbound?
- Should we believe those response rates?
- What's wrong with interruption marketing?
- Back-end email vs. front-end email
- The big picture of lead generation
- How do you define a “sales lead?”
- Why ‘campaigns’ always come up short
- What happens AFTER the lead comes in?
- The ‘one step’ vs. the ‘two step’
- How much do you pay for a sales call?
