Should your sales letter be long or short? Is it true that the more you tell the more you sell? Or are people too busy   →

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   →

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   →

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   →

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   →

  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   →

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   →

When times are tough, as they clearly are at the moment, it is interesting to see how businesses behave. On my bookshelf I have a   →

  Small businesses don’t always have a Marketing Plan. And when someone suggests Database Marketing, here’s what they often ask: “Isn’t Database Marketing only for   →

This time I am including several ‘secrets’ under the guise of just two. This is because they are closely intertwined. I have often been amazed   →