copywriting

Open up your creativity

What is Creativity? It is the ability to solve a problem, see something that others do not see, represent a commonplace thing or notion in   →

What exactly is Database Marketing?

Small businesses don’t always have a Marketing Plan. And when someone suggests Database Marketing, they often ask:”What the heck is Database Marketing?” or, if they   →

The 5th level of competence

I was talking to a Sales consultant recently, and he was asking me about my special skills. It’s a conversation I have had before, when   →

How to avoid some common mistakes in email

As you know, these days much of our business correspondence is conducted by email rather than the conventional ‘snail mail’. Unhappily, certain conventions have been   →

One answer to the long or short copy debate

Should your sales letter be long or short? Is it true that the more you tell the more you sell? Or are people too busy   →

The language of lies

In marketing by mail and email, there is an unfortunate tendency to use language to deceive, confusing manipulation with persuasion. Those who do so use   →

One of the main reasons why sales letters fail

This morning I received a prospecting letter from an insurance specialist. They want me to switch my home insurance to them, and they have a   →

How to influence response to your mailings

The level of response to direct mail is one of the most shocking facts in advertising.  A few years ago, the Direct Marketing Association surveyed   →

Basic Direct Marketing

I was talking the other day to a close friend who has a successful business in the service sector. Because of my background in direct   →

Self-serving advertising can cost you dearly

  The advertising industry’s magazine, Campaign, is running a series on the history of advertising in various objects.  No. 18 is Strand cigarettes. By a   →