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Archive for the ‘Direct Mail Marketing’ Category

How To Assemble A Direct Mail Marketing Package

By: Dan Kennedy on: October 28th, 2009 2 Comments

When a pro freelance copywriter talks about a direct mail marketing package, he is most often referring to the outer envelope, sales letter, brochure and order form.

We tend to be much more creative and varied in the number and variety of enclosures in a good direct mail marketing package, but the result is the same; a collection of pieces and items are assembled and placed in a particular order, to go into an envelope or other container, for delivery to prospect or customer.

The point is that situations best served only by a simple sales letter are quite rare. Most of the time, you want to mail a multi-piece marketing package.

The reasons for this are many.
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How Gene Simmons Can Put Your Small Business Marketing On Autopilot

By: Bill Glazer on: September 17th, 2009 9 Comments

Celebrity P-O-W-E-R!

I first learned about the power of celebrity from Dan, but I really didn’t fully embrace it until I saw it with my own eyes. Dan has often used his client, Guthy-Renker, as an example of how they have become the ‘top dog’ in the infomercial world by using famous celebrities such as Victoria Principal, Jessica Simpson, and Sean John (a.k.a. P-Diddy).

Why is a celebrity so powerful? Think about it. What happens when you’re up late at night and you’re pushing the remote control button while watching TV and all of a sudden you arrive at a show where you see Jessica Simpson (or some other celebrity you recognize)? What do you do? It makes you stop channel surfing and say to yourself…what’s Jessica doing on at 2 AM in the morning?
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Get Your Butt in Here and Give Me a “NOT-New” Idea or You’re Fired!

By: Dan Kennedy on: September 15th, 2009 6 Comments

Fantasy Island was Love Boat on ground. Two And A Half Men is a sad copy of The Odd Couple.

The Apprentice is Survivor. American Idol is half Gong Show, half Star Search.

Movie output features comic books and remakes of old TV shows. There’s no welcome mat at movie or TV studios for original ideas. Such things are very rare and must fight to survive.

The demand heard, as soon as there’s a success is “give me a copy of that but different.” FOR GOOD REASON. Entertainment industry leaders recognize the heightened risks of leadership, and much prefer the less hazardous pursuit of mimicry, riding rather than creating trends, re-labeling, re-cycling. In some instances their theft is blatant and obvious.

In other cases, less noticeable to the public but easily recognized by insiders.
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The Power of Dimensional Mail in Small Business Marketing

By: Dan Kennedy on: August 6th, 2009 7 Comments

But why does dimensional mail work? Why does it increase response?

Well I’m convinced that the simple reason is because it adds a bit of intrigue to the mailing, which allows it to overcome the toughest task in small business marketing…getting your mail piece opened….getting your mail piece opened FIRST….and getting your mail piece read!

Piece by Bob Devol of Bob Devol Communications

I’m also convinced that the importance of using dimensional mail is rising due to the increased competition in the mailbox. Direct mail has to work harder than ever to stand out – and dimensional mail can help.

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