By Mark on Jul 10, 2008 in Advertising, Copy, Direct Marketing, Marketing | 0 Comments
Well, the classic Claude Hopkins book Scientific Advertising is still a must-read. It's a slim 56 pages, but blows just about every advertising book ever written out of the water.
No less than David Ogilvy said that everybody should read it seven times and that it changed his life.
By Mark on Feb 19, 2008 in Advertising, Copy, Database marketing, Direct Mail, Direct Marketing, Featured | 3 Comments
And sometimes I just shake my head. My apparently never-ending stream of poorly executed direct mail continues, with the latest effort being a shockingly bad example from Marriott's Fairfield Inn and Visa. It appears to be the result of a co-op promotion, which may account for the execution; nobody at either Marriott or Visa felt [...]
By Mark on Jan 3, 2008 in Copy, Marketing, Products | 1 Comment
My first post of 2008 comes as the result of a fairly normal activity that many of us--if we listen to the financial gurus and our financial advisors--undertake every year. Namely, double-checking our financial records, investment portfolio allocations, life insurance and so forth.
During this year's analysis of my bank accounts, I found that a teaser [...]
By Mark on Dec 17, 2007 in Advertising, Copy, Direct Marketing, Featured, Marketing, Strategy | 2 Comments
Over the years I, and my clients have labored mightily at our marketing efforts. Hours of careful thought about our marketing objectives, followed by more hours of careful analysis of past test results. And even more analysis of our lists and target audiences, followed by hour upon hour of agonized copywriting and creative [...]
