The problem with hyperbole
The advertising business is rife with hyperbole. It’s everywhere. Our products are always the best, the cheapest, the easiest to use. Our employees are smartest, the friendliest, the most responsive. Our companies are the most successful, the most generous, the most...
The graphic design of the letter
Most of you who write letters – for business or personal use – have probably never given much thought to the design of your letter. Most of your attention – rightly so – has been with the words. But much like an ad, a brochure, a postcard or any number of other...
Should you use industry jargon in B-to-B marketing?
As copywriters, we are taught from Day One that good copywriting needs to be simple, clear and concise. “Explain everything,” we are told. “Assume our audience knows nothing.” We see ourselves as the “great translators” – able to take complicated stuff and make it...
Marketing messages: Juggling your way to distraction
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 messages. How...
Hurry – Don’t Delay – Act Now
You see these words all the time – in ads, TV commercials and, of course, direct mail. Does anyone actually pay attention to them? They do – if you can back them up with a real proof of urgency. Last week, I received my bi-annual postcard from Blue Diamond Window...
Marketing Surveys: How to get your direct mail and email to ‘listen’
We’re all familiar with that age-old stereotype of a salesman – that back-slapping, fast-talking charmer who won’t let you get a word in edgewise. Problem is that stereotype doesn’t work anymore. Good sales people aren’t talkers at all – they’re listeners. And the...
Direct Mail Copywriting: Short letters vs. long letters
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...
Lead Generation: How do you define a sales lead?
In the past 20 years or so, I have developed my share of lead generation programs for a wide variety of businesses using a wide variety of media and formats. As a first step, I usually try to find out how the client defines a sales lead. Often the definition will vary...
Why advertising and marketing campaigns always come up short
I have a problem with the concept of advertising campaigns, marketing campaigns, direct mail campaigns and the email marketing campaigns. Ad campaigns typically involve a single ad or a series of ads that run over several weeks or several months. Direct mail and email...
Lead Nurturing: What happens AFTER the lead comes in?
It’s where most lead generation programs fail. It seems so odd in a way. You spend all this money generating a sales lead – some leads can cost upwards of $50-$100 apiece – and then you just turn it over to the sales force. Problem is there’s generally very little...