The Importance of Overwhelming — and Credible — Evidence in Your Marketing
Earlier this week, a story in the Baltimore Sun caught my eye. According to Johns Hopkins University, the drug industry is now funding six times more clinical trials than the federal government. From the Sun: “That means companies with financial interests in the studies now have more control over what doctors and patients lear about […]
3 Critical Elements That Will Make Your Sales Copy Sink or Swim
It may seem like the very last piece of the puzzle…but a thorough review of your sales copy – before your prospects see it – is a critical step. No matter if you paid an experienced copywriter to craft your message or if you’ve done the work yourself…it’s still vitally important to evaluate your copy […]
Be Repetitive…But Not Redundant
I hate to be the bearer of bad news, but… When it comes to direct marketing, there’s a good chance your reader won’t devour every single word on the page that you’ve written. I know that may be difficult to hear – after all, you’ve agonized over every word, phrase and semi-colon – but it’s […]
Four Critical Ideas to Consider When Evaluating Any Headline
The first – and most important – component to any great sales piece is a strong, compelling headline. This isn’t news to you…you’ve known about the importance of having engaging, enticing, attention-grabbing headlines throughout your career. Over the past decade or so, headlines and subject lines have become even more important. In the “old days” […]
Never Launch ANY New Promotion Until You Answer These Questions
How can you — as a marketer — be sure that every promotion that leaves your desk is a winner? Obviously there are no guarantees when it comes to predicting response rates… But you can give your promotion the very best chance for success by making sure it passes a few simple tests. Before any […]
3 More Things You MUST Know Before You Begin Any Marketing Campaign
In my last blog post, I talked about the importance of understanding a few “basics” before launching any successful marketing campaign. The feedback and response to that post was so great that I’ve decided to expand on the theme just a bit. If you’d like to look back at the old post, by all means…take […]
3 Things You MUST Know Before You Begin Any Marketing Campaign
In the early stages of any marketing campaign — before you’ve hired a copywriter or lined up potential launch dates — there are a handful of things you must know in order ensure success. These three things aren’t meant to serve as a checklist after you’ve created your campaign… Instead, they’re meant to help you […]
3 Things You MUST Know Before You Begin Any Marketing Campaign
In the early stages of any marketing campaign — before you’ve hired a copywriter or lined up potential launch dates — there are a handful of things you must know in order ensure success. These three things aren’t meant to serve as a checklist after you’ve created your campaign… Instead, they’re meant to help you […]
How to Hire the Right Freelance Copywriter For You
A few weeks ago, I wrote a post — that received excellent feedback — spelling out the 7 Questions You Must Ask Before Hiring Any Freelance Copywriter. Today I’d like to take that idea one step further and talk about some of the ways you can ensure that you’re hiring a “good fit” for your […]
Why You Must Make Everything As Easy As Possible For Your Prospect
One of the first lessons I learned as a direct marketer was also one of the most basic: “People won’t do anything if it feels like work.” This is even more true today – as the demands on our time have increased – than it was nearly 20 years ago when I first learned it. […]
