Few copywriters were as effective at selling a product or an idea as Robert Collier. He knew what it took to get people’s attention, to build a sense of desire in them for the product, to induce a sense of urgency, and to get them to take action. You can check out some of his […]
David Ogilvy, the advertising genius who some believe was the model for Mad Men’s Don Draper, was widely heralded as “The Father of Advertising.” In 1983 he wrote about his experiences with a number of famous ad campaigns and commented on different aspects of the business in his book Ogilvy on Advertising. In Chapter 2 […]
Claude C. Hopkins was a whiz at writing effective advertising copy back in the early part of the last century. But what really made him stand out as a legend was that he tested everything he presented to the public. As a result he knew, for a fact, what kind of copy worked and what […]
John Caples, one of the 20th century’s most successful advertising men, was not only a great copywriter, but also an avid copy tester. Here was one bit of Caples wisdom that tells the whole story: “Test everything. Doubt everything. Be interested in theories, but don’t spend a large sum of money on a theory without […]
Robert Collier’s phenomenal success as a copywriter during the 20th century made him a figure that many ad writers turn to today for advice and inspiration. In his classic work, The Robert Collier Letter Book, he dissected a series of ads to show what it was that made them work – or fail to work. […]
Gary Halbert was a tremendous inspiration to aspiring copywriters from the mid-1980s until his death in 2007. His regularly published columns with his secrets of great copywriting, The Gary Halbert Letter, were eagerly pored over by newcomers and seasoned professionals alike. Halbert’s style was a bit flamboyant, and sometimes salty, but he understood how to […]
Purchasing from a direct mail solicitation can be a bit of a gamble – or at least that’s the way it may appear to many potential buyers. The problem is one of “perceived risk,” and it can make a promising sale simply disappear. But there’s something direct mail marketers can do to alleviate a prospect’s […]
customers, direct-mail, direct-mail-marketing, perceived-risk
The heart and soul of your direct mail campaign is the sales piece copy. Writing brilliant, interesting, persuasive copy is not an easy task. And it’s often not fully appreciated by the people who pay for it. New mailers especially tend to focus on the campaign details of cost, scheduling, and locating mailing lists. Getting […]
copywriting, direct-mail, direct-mail-marketing, vendor
Postage costs make up one of the most expensive elements of your mailing budget. That being the case, it only makes sense for you to wring the most value out of every penny on postage you spend. To conserve your money, it’s important to avoid over-paying on postage when you can. For example, there’s a […]
direct-mail, direct-mail-marketing, lift-note, mailing, sales-piece
Bulk mail isn’t always the most effective way to go. Neither is first class mail. It all depends on the other factors involved in your mailing. Have you ever wondered if you should be sending your mail out First Class when you’ve been mailing Bulk Mail for years? Or have you been paying higher postage […]
budget, direct-mail, direct-mail-marketing, mail-processing, mailing, profit, usps