How many more customers will DirecTV and Rob Lowe offend?

You must have seen them by now, those DirecTV commercials featuring Rob Lowe – the good Rob Lowe and the other Rob Lowe.

The concept is pretty simple. The good Rob Lowe is using DirecTV. The other Rob Lowe is using cable TV.

There are about half-dozen different commercials – each featuring a different “other” […]

How to measure Lead Quality

You hear a lot about lead quality these days. That’s encouraging news.

It used to be that when you talked about sales leads, the focus was always on lead quantity – getting more leads. High response rates always seem to rule the day.

But at some point, marketers began to realize lead quantity isn’t enough.


How to build a Sales Lead Funnel

As marketers, most of us spend a lot of time worrying about of the “front end” of our marketing efforts.

Advertising campaigns … direct mail campaigns … email campaigns … search campaigns … PR campaigns … content marketing campaigns … trade show campaigns … etc., etc.

These are all important parts of your marketing and […]

The nuances of the Free Trial Offer

The free trial offer is one of the most common types of direct response offers.

You see it everywhere – online, in print, on TV and radio.

The free trial offer has been around forever. And for certain products or services, the free trial will always have great appeal. Here’s why:

For consumers, […]

The sounds of great advertising

Would you know great advertising if you saw it? How would you recognize it?

What criteria do you use to assess the effectiveness of a TV commercial, a print ad or a direct mail piece?

What in your mind should great advertising accomplish?


We all have our favorite TV […]

When creating advertising, don't make your audience connect too many dots

Chevy’s TV commercial for the Cruze leaves me confused, until now …

I got it. I finally got it.

I’ve watched this TV commercial dozens of times over the past few weeks, and I couldn’t figure it out – until today. I finally connected the dots.

If you are creating advertising of any type, are […]

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 […]

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 […]

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 […]

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 […]