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 [...]

The Direct Response Coach

Direct Mail Postcards – Which side is UP?

If you’re using direct mail postcards in your marketing, let me ask you a question:

Which side is the front?

No, this is not a silly question.  It goes to the mindset of the person creating the postcard.  And it will impact your response.

As most people and they will say that the “front” [...]

The Direct Response Coach

Direct Mail Mistakes – Measure Twice, Print Once

I am not much of a handyman.

In my house, if something needs fixing, the go-to people are my wife and my daughter.  At Christmas, I give them tools for gifts.

In fairness to me, I do change light bulbs and twice a year, I install and remove our air conditioners.

So you can only [...]