In a previous blog post, I introduced you to modeling. To refresh your memory, modeling is a process where you send the names of your existing customers to a huge database company like Epsilon, Experian, or Equifax. They match your names to the same names in their database, and then tell you everything they know […]
Is a long subject line better than short? Do green envelopes do better around Christmas? Is a postcard enough copy? There’s no reason to guess! Instead, you can apply tested principles in preparing your promotional materials that increase their effectiveness. Advertising legend Robert Collier called it “taking the guess out of advertising.” Collier understood that […]
The legends of advertising always made a point of not wasting money on campaigns that do not work. A great deal is resting on the success of your promotional efforts. To get the most bang from your advertising buck, and find new customers who will stick with you, you need to send out very targeted […]