by Alan Sharpe | May 19, 2016 | Direct Mail
Conventional wisdom says that the front of a direct mail postcard is for the picture and the back is for the address, stamp and a short message. But some savvy direct marketers design their postcards the other way around-and boost response rates as a result. The goal...
by Alan Sharpe | May 19, 2016 | Direct Mail
A person or business that might buy from you is called a prospect. But they might just as accurately be called a skeptic. We live in the age of the spam filter. And call-display. We live in what fellow-copywriter Herschell Gordon Lewis calls, “The Age of...
by Alan Sharpe | May 19, 2016 | Direct Mail
Anglers in Maine catch trout using dry flies with barbless hooks. Unless they keep tension on the line all the way to the net, they lose the trout. Your sales letters must do the same. But how? One secret to keeping busy business readers hooked is to use irresistible...
by Alan Sharpe | May 19, 2016 | Direct Mail
A subscriber to my newsletter asks: “Got any good pointers on writing great sub-heads?” Yes, I do. Here they are. Use subheads to draw attention to your copy Why do we use subheads anyway? Because you can’t just cover the important points in your...
by Alan Sharpe | May 18, 2016 | Direct Mail, Sales Collateral
Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That’s when you have their attention. And so that’s when you sell them. My advice for...
by Alan Sharpe | May 18, 2016 | Direct Mail
For two winters I heated my house with an old fashioned woodstove. I learned the art of reviving a bed of dying coals each chilly winter morning, adjusting the kindling, firewood and dampers just right so that the stove would heat my turn-of-the- century farmhouse for...
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