I’m not a smart guy, but I know a lot of smart people. So when I’m writing these articles for DM News, my research methodology often consists of e-mailing some of the folks in my address book who have knowledge … Continue reading →

Most Internet marketers I know who use landing pages to make direct sales online focus on conversion: getting the maximum number of visitors to the landing page to place an order for the product being advertised. Other Internet marketers, when … Continue reading →

J.K. Rowling, author of the best-selling Harry Potter book series, is the richest woman in Britain. With a net worth of more than a billion dollars, she has more money than the queen! Hard at work on the seventh and … Continue reading →

The use of white papers as a marketing tool has skyrocketed in recent years – not only for selling information technology (IT), but also to promote a wide range of products and services beyond hardware and software. When a professional … Continue reading →

In this column, I want to share with you the three most important things I’ve learned about writing winning e-mail marketing campaigns. The first is: when your e-mail copy makes reference to what’s going on in the news the same … Continue reading →

One of the most effective and popular marketing techniques being used today, both online and offline, is the free content offer. You know how it works: to generate a lead or an order, you offer the prospect some valuable free … Continue reading →

It’s no secret that direct marketing isn’t what it used to be. Oh, it can still work. But costs are rising, response rates are falling, and it’s tougher today than a decade ago to get long-running controls in the mail. … Continue reading →

If you’ve been in direct marketing for more than a few weeks, you know that offering a premium can significantly increase response rates. Well, in my opinion, the four most important factors to consider when choosing a premium are: value, … Continue reading →

In his book Secrets of Successful Direct Mail (Bottom Line Books), the late mail order consultant Dick Benson says: “Self-mailers almost never work.” “Testing has consistently proven a one-page letter with a compelling offer outperforms a glossy mailer [in business-to-business … Continue reading →

As a freelance copywriter, I’ve noticed that my clients are of two minds when it comes to briefing me on their competition. On one end of the spectrum are clients who seem not to acknowledge competitors. They provide no background … Continue reading →