The Direct Response Coach

Direct mail vs. print advertising

Long before the Internet, direct mail vs. print advertising was a common debate among both B2B and B2C marketers.

For some, it still is.

Even with so many online opportunities around them, many retail stores, restaurants and other local businesses still rely on their local newspapers, free standing inserts and solo direct mail to reach [...]

The Direct Response Coach

Direct Mail Ideas: The Ace Hardware “paper bag” offer

Several years ago, Ace Hardware ran 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 direct mail ideas before. Ace Hardware sent out large paper grocery bags and invited customers to come and fill up their bag for [...]

The Direct Response Coach

Direct Marketing Formats: A strategic look at 9 mailer options

Direct marketing is a complex business with many elements to consider.

Chief among your considerations should be your list and your offer.  These two elements will have the greatest impact on your response rate.

Have you heard about the 40-40-20 rule?  The rule says 40% of your direct marketing program will depend on your mailing [...]

The Direct Response Coach

Direct Mail Strategy: Do you see direct mail more as advertising or sales?

When direct mail became a mainstream marketing channel for the largest brands back in the early 80′s, many advertising agencies jumped on the bandwagon and started to offer direct marketing services.

It was a natural extension for them.

They were already creating print advertising.  All they needed to do was reconfigure the same creative approach [...]

The Direct Response Coach

Direct Mail Envelopes: To tease or not to tease

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

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