November 21, 2006
Another Reason Direct Mail Response Is Atrophying
Veterans like me know that response to our direct mail is never going to be what it was decades ago. Among the prime reasons....
September 28, 2006
Advice to Direct Marketers from the Doobie Brothers
“Listen to the music,” they sang. And why should direct marketers listen to the music...?
September 8, 2006
"Mine!"
My youngest grandchild, Samantha, will turn two at Thanksgiving time....
August 30, 2006
But George, There's Another Side to This
I’ve been accused of having marketing foresight. Here’s proof...
July 21, 2006
Is Short Copy Better for Marketers?
Classic direct response copy – direct mail and print – was always long copy....
July 13, 2006
Talk About Foresight!
My last post was about how much foresight Ted Levitt had when he published Marketing Myopia in 1960. That got me thinking about the eye-opening book I stumbled upon 15 years ago....
July 6, 2006
In Memoriam: Goodbye to the Godfather of Consumer Centricism
I saw in this morning’s obits that Theodore Levitt, former Harvard Business School Professor, had died....
June 28, 2006
Confessions of a Hypocrite
So in the last post, I talked about retailers lies and how they reverberate and why marketers should not lie....
June 21, 2006
Is Nothing Sacred?
The other day, my wife and I went shopping for bikes. We knew we wanted “Comfort Bikes,” had a price range in mind, but didn’t know much else....
June 15, 2006
2-5-7-8...How We Gonna Differentiate?
In a world where everything is commoditized, the key to success becomes DIFFERENTIATION. That's becoming more difficult to achieve, and one of the reasons is that it's relatively easy to put up a Web site....
June 8, 2006
People Who Need People
There are two kinds of people in the U.S. No, not Red Staters and Blue Staters...
People Who Need People
There are two kinds of people in the U.S. No, not Red Staters and Blue Staters...
May 31, 2006
The Profit of Doom
There are almost as many direct response marketers who are against using negative appeals and copy as there are who are against using humor....
May 24, 2006
Good Gravy
Gravy isn't good for your arteries, but it is good for direct marketing efforts....
May 16, 2006
Stealing Second Base
One of my favorite quotes for years has been >"you can't steal second base with one foot on first" ....
May 9, 2006
Where AND When
I’m sitting in the living room listening to Sinatra singing “Where or When” and think I’m in the perfect place at the right time to enjoy it....
May 2, 2006
Is This Where I Came In?
A few days ago, I dialed into a teleconference on headline testing conducted by Marketing Experiments....
April 24, 2006
Dirty Laundry and Clean Relationships
I've spoken numerous times on "Creative Strategies in the Age of Disbelief"....
April 14, 2006
My Visit to Uncle Giuseppe’s (or Lester Loses Some Luster)
Last Friday, after a particularly grueling week, my wife and I had dinner with friends at a local Greek restaurant. It’s 8:00. I’m tired and I want to head home. “No,” my wife says...
April 7, 2006
A Rose by Any Other Name
When I started in direct marketing in 1964, not only were there no blogs and Internet, but there wasn’t even "direct marketing." You didn’t tell people you did "direct mail," as that didn't smell so sweet. And there was something dank and dark about being involved in "mail order"....
|
