Do Your Direct Mail Envelopes Bring the Pain Home?
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Do Your Direct Mail Envelopes Bring the Pain Home?

The article below is admittedly a personal review of some direct mail I received.  I am not privy to the strategies of any of these pieces or the metrics associated with the return on investment for these campaigns. As a direct marketer I know that all that really matters is the testing matrix and campaign...

How to Use the Pain Funnel to Drive Greater Direct Mail Response
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How to Use the Pain Funnel to Drive Greater Direct Mail Response

When your product closely resembles another company’s product, the difference in which company earns the prospect’s business is often the company that can make the prospect feel enough pain to switch services to their company. While many salespeople are trained to find pain, copywriters, account executives, and corporate marketers aren’t.  This is demonstrated when you...

10 Terminal Design Flaws in Senior Living Mailer
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10 Terminal Design Flaws in Senior Living Mailer

The postcard below from Excelsior Springs Hospital arrived in a mailbox of a 50-year-old living in a subdivision with mixed housing. For the recipient, it was off message. They were not interested in comparing residential care homes quite yet being that they are only 50 years old. I live in a subdivision designed for people to progress...

Crafting and Communicating Messages that Register
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Crafting and Communicating Messages that Register

With all this talk about increasing conversion rates, let’s get back to the basics and work on our conversation skills. Your marketing messages will be tossed or deleted if they’re tooone sided, filled with internal speak (jargon, unidentified acronyms, corporate phraseology) or cloudy copy that seemsdirection less or arbitrary to that one special customer that...

Posted by November 15, 2011January 10, 2017