Getting out of a slump is not difficult, though it often requires persistence. The problem is that most people either don’t realize what they have to do to reverse a slump, or they are not willing to do it.   … Continue reading →

As Bill Bonner of Agora Publishing is fond of pointing out, nobody wakes up in the morning, taps his or her significant other on the shoulder, and says, “Honey, let’s go out and buy some newsletters today.” People may read … Continue reading →

When selling specialized information products — newsletters, conferences, online services — we are often asking prices that are many multiples of what trade publishers charge for books and magazines. The higher the price, the more the prospect is likely to … Continue reading →

1. Target previous buyers. Mail to past buyers and tell them specifically why, although they already own a copy, they should get the new edition. For one directory, a test mailing to buyers from 3 years past pulled almost triple … Continue reading →

What’s working in premiums today—and what isn’t working? To find out, I conducted an informal survey of circulation directors and asked them the following questions: Is there a point at which a premium stops being an added incentive to subscribe … Continue reading →

Is the “information explosion” a good thing for information marketers? Actually, it’s a mixed blessing: People have too much to read and not enough time to read it. More and more information is competing for their attention. There is a … Continue reading →

Many marketers believe that offering a “free seminar” to their prospects will boost sagging direct mail response rates and make their company stand out from the crowd. But beware. The free seminar strategy is not as simple and easy as … Continue reading →

Most business-to-business advertisers have smaller ad budgets than their counterparts in consumer marketing.  Here are 10 ways to get more out of your advertising dollars – without detracting from the quality and quantity of your ads and promotions. In some … Continue reading →

Suppose you had responded to an advertisement from a manufacturer of forged steel valves and requested more information. How would you react to this reply?   Dear Sir: Chemical Equipment magazine has informed us of your interest in our line … Continue reading →

Using testimonials—quotations from satisfied customers and clients—is one of the simplest and most effective ways of adding punch and power to brochure, ad, and direct mail copy. But how do you get testimonials? How do you use them? Here are … Continue reading →