In marketing by mail and email, there is an unfortunate tendency to use language to deceive, confusing manipulation with persuasion. Those who do so use →
One of the main reasons why sales letters fail
This morning I received a prospecting letter from an insurance specialist. They want me to switch my home insurance to them, and they have a →
How to influence response to your mailings
The level of response to direct mail is one of the most shocking facts in advertising. A few years ago, the Direct Marketing Association surveyed →
Basic Direct Marketing
I was talking the other day to a close friend who has a successful business in the service sector. Because of my background in direct →
When others take away your victory
This year’s British Grand Prix at Silverstone was fascinating for the dramas it presented alongside the race itself. At least four of the competitors (‘drivers’ →
Self-serving advertising can cost you dearly
The advertising industry’s magazine, Campaign, is running a series on the history of advertising in various objects. No. 18 is Strand cigarettes. By a →
Make your presentations worth hearing
When you make a presentation, however short or long it is, and whether it is for a grand occasion or not, always make an →
How to DELIVER!
If you have a speech or presentation to make, the way you deliver it will make all the difference. Here’s a 10-point checklist for you: →
25 Ways to Keep Customers for Life
Reward your customers. Send them a gift or a lead for new business Buy or use their products or services. Loyalty works both ways. Be →
Cross culture is on your doorstep
Talk about cross culture or cultural diversity and people think it’s ‘over there’. In reality, it’s very much ‘over here’. What’s more, it’s one of →
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