by Bob McCarthy | Oct 2, 2009 | Copywriting, Direct Mail, Direct Marketing, Email Marketing, General, Lead Generation, Lead Nurturing, Online Advertising, Print Advertising, Web Marketing
In the old days of direct marketing, marketers would send out a letter AND a reply card. Then along came the toll-free 800 number and some marketers decided they could save a few pennies on the reply card and use the telephone as the exclusive response channel. Not a...
by Bob McCarthy | Oct 2, 2009 | Copywriting, Direct Mail, Direct Marketing, Email Marketing, Lead Generation, Lead Nurturing, Online Advertising, Print Advertising
I was talking to the marketing director of a travel company the other day. He told me his direct mail typically produces a “one-tenth of one percent” response rate. That’s 1/10 of 1%. Or .001. Or one sale out of every 1,000 pieces mailed. That’s a terrible response...
by Bob McCarthy | Oct 2, 2009 | Copywriting, Direct Mail, Direct Marketing, Email Marketing, Lead Generation, Lead Nurturing, Online Advertising, Print Advertising, Web Marketing
In developing a direct marketing program, one of our first steps is to determine where our program will fit in the sales process. This is done through the direct mail offer. You may already know that the offer is one of the two critical elements in direct marketing...
by Bob McCarthy | Oct 2, 2009 | Copywriting, Direct Mail, Direct Marketing, Email Marketing, Lead Generation, Lead Nurturing, Online Advertising, Print Advertising, Web Marketing
The advertising world is made up of two groups with very different philosophies. There is the “branding” group (mostly traditional ad agencies) which believes that advertising must be designed to leave an impression – so that your product is remembered when a...
by Bob McCarthy | Oct 2, 2009 | Collateral, Copywriting, Direct Mail, Direct Marketing, Email Marketing, Lead Generation, Lead Nurturing, Online Advertising, Print Advertising
Many people in the marketing and advertising world place a very high value on creativity … on being different … on being original. But I would argue that creativity is over-valued, and at times, it can even work against you in creating your marketing...
by Bob McCarthy | Oct 2, 2009 | Copywriting, Direct Mail, Direct Marketing, General, Lead Generation, Lead Nurturing
Marketers are getting mixed messages on this topic. Which is more effective for my marketing challenge: short letters vs. long letters. Intuitively, it would seem that short letters are preferred because most people don’t like reading that much. But direct...
