by Alan Sharpe | May 18, 2016 | Advertising, Direct Mail, Lead Generation
If you want to improve your sales letters, read movie reviews. One of the most common criticisms brought against new movies is that the characters are wooden and one-dimensional. Their actions are predictable. Their speech is predictable. Remember this when you decide...
by Alan Sharpe | May 18, 2016 | Advertising, Copywriting, Direct Mail, Lead Generation
Buy a filing cabinet. A big one. That’s my advice for aspiring direct mail copywriters, creative directors at direct mail agencies, and marketing managers who want to improve their direct mail results as quickly as possible. The quickest way to master the craft...
by Alan Sharpe | May 18, 2016 | Direct Mail, Lead Generation
In the termite capital of the US, Tampa, Florida, lives a man by the name of Chet Rowland who generates direct mail sales leads by promoting his poorservice. In his direct mail lead generation package he includes a copy of a letter he received from a disgruntled...
by Alan Sharpe | May 18, 2016 | Direct Mail, Lead Generation
One of the best pieces of advice I ever received on customer retention was this: “Never forget a customer. Never let a customer forget you.” But putting that maxim into practice is the hard part. How do you stay in touch with someone who is not ready to...
by Alan Sharpe | May 18, 2016 | Advertising, Copywriting, Direct Mail, Lead Generation
The main difference between a real horse and a hobby horse is that you can get off a real horse. And one of my hobby horses is telling the truth in advertising. That’s not a typo. Telling the truth in direct mail advertising is essential for your long-term...
by Alan Sharpe | May 18, 2016 | Business to Business, Direct Mail, Lead Generation
Mailing the same direct mail offer to the same consumer list a second time typically generates a response rate that’s 65% smaller than the initial response. Mailing a third time usually generates a response that’s more than 50% smaller than the initial...
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