Tag Archives | direct mail

SUCCESS STORIES: HANGING AROUND THE OFFICE

B2B companies want to be noticed, and they need to remembered, so that when a company needs their services, they’ll call. But how do you do that in today’s noisy, fast-changing marketplace? Russell Martin & Associates is one of the IT industry’s most-loved training firms. Instead of delivering the standard, dull training presentations, they’ve developed […]

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MORE EVIDENCE MAIL STILL WORKS

If you’re not a history buff, you may not be familiar with the Maginot Line. After being battered by Germany during the First World War, and nervous about a second invasion, France decided to protect itself by building an amazing “wall” of defensive artillery along the Franco-German border. They put all their faith in this […]

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SUCCESS STORY: SLINKY SIMPLICITY

Often, the best way to cut through the clutter and communicate a complicated concept is by using a very simple analogy. Over the years, I’ve explained cellular phones by using relay runners and demonstrated what makes molded rubber automotive gaskets effective by suggesting an easy experiment with a rubber band. That technique works with ordinary […]

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P.S. I LOVE THEM

Way back when people used to compose something called “letters,” they often ended them with a brief afterthought called a postscript. If you’re too young to remember “duck and cover,” you may not have heard of these quaint messages, but they would begin with the abbreviation “P.S.” (more…)

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ARE YOU TELLING THEM WHAT THEY ALREADY KNOW?

Are you wasting precious time in ads, direct mail, and brochures telling prospects what they already know? Instead, tell them what matters. Talk about benefits, not features. Don’t say your product uses a three-handled veeblefetzer unless you can explain what that will do for them. “The three-handled veeblefetzer lets you core twice as many radishes […]

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