by Bob McCarthy | Sep 19, 2014 | Copywriting, Direct Mail, Direct Marketing, Lead Generation, Print Advertising
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...
by Bob McCarthy | Sep 17, 2014 | Copywriting, Direct Mail, Direct Marketing, General, Lead Generation
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...
by Bob McCarthy | Sep 9, 2014 | Copywriting, Direct Mail, Direct Marketing, General, Lead Generation, Print Advertising
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...
by Bob McCarthy | Sep 1, 2014 | Copywriting, Direct Mail, Direct Marketing, Lead Generation
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...
by Bob McCarthy | Aug 18, 2014 | Copywriting, Direct Mail, Direct Marketing, General, Lead Generation
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. Ask most people and they will...
by Bob McCarthy | Aug 10, 2014 | Direct Mail, Direct Marketing
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...
