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December 2006 Newsletter

Basics Prevail When It Comes to Direct Mail (Part 1)

Despite postal increases, paper price increases, regulations tightening for security and machineability reasons, direct mail is still the most effective way to reach a defined large scale audience, build sales and brand awareness, and move units. It is direct, it's accountable, it's relatively predictable and efficient, and it can be tested and refined to maximize results.

For those just entering the arena of marketing, and for some seasoned professionals who are stuck in a rut or have been cornered by their corporate circumstances, sometimes it's best to return to basics to boost response, for the keys to success are often there in plain sight.

Writing for Direct Mail - The Art of the Irresistible Offer

"The Offer" is much, much more than the price you're charging for your product or service. In fact, I count EIGHT major components that great offers share — and we're going to take a detailed look at ALL of them.

This is crucial stuff: While most marketers and copywriters spend most of their time developing major themes, headlines and opening copy, we often sleepwalk through the copy that showcases the offer.

What Kind of Sales Person are You? How to Increase Sales in a Slow Economy

Not long ago, a client of mine asked me how he could identify a successful sales person, and what kinds of sales people he should try to avoid. This question has since come up repeatedly in training sessions, and not just by managers trying to evaluate their team, but by sales people who are looking to improve their results, despite what others see as a soft economy.

As often as not, the question is followed by: "Is it even possible to be successful in sales today?"

June 26, 2019

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