One of the lessons I learned during my ad agency days was the value of a good “swipe” file. A swipe file is simply a file (or box) where you throw ads, articles, brochures – anything you like or think is particularly effective. When you were given a tough assignment, you’d sift through the swipe […]
Solving the mystery: who killed our newsletter?
Remember when we started it? It was so exciting. The company was finally going to let customers know everything that was important. Each department had to contribute something. Management agonized for hours over the name. Sales came up with key customers to profile. The graphic designer presented a breathtaking layout. Finally, 20,000 emails arrived on […]