Nancy Harhut of Boston’s respected Hill, Holiday advertising agency, urges you to dig deeper into what moves people off the dime.

A lift letter or note is a second, small communication inserted into a direct-mail package along with a multi-page sales letter

Lester Wunderman, “the father of direct marketing” outlined 10 big things about today’s direct marketing during a recent interview

Testimonials and endorsements should be used only if they are: authorized by the person quoted…genuine and related to the experience.

A list to help you have a strategic approach to your marketing

Marketing collateral is a term for a collection of media used to support the sales of a product or service.

Who is the piece going to? Identify your target audience for effective marketing results. How will it be distributed? Is the piece going...

Every person your company has attend a trade show costs your business at least $2,000 out of pocket — for registration fees, air fares...

Many mail advertisers pour all their time, energy, and money into their lead-generation efforts—then sabotage themselves

Your customer wants to be entertained, or they want instant information. It’s that simple: entertainment or information. How do you measure up? What is required? Your customer has to have a smart phone that will allow them to read a QR code. The code should be printed with sufficient contrast from background with a clear free zone around it. This improves the readability of the code by the device. Printed next to your code should be information that tells your customer what’s

Slashing your marketing/advertising budgets today to save cash now surely will gut your market share when the economy turns around.

Consultant and author Nicole Shields suggests these often-neglected ways to produce more bang from your marketing dollars

Email marketing can be used for advertising products and services, reminding customers of your business, or soliciting sales or donations.

"Drip” marketing is the art of keeping your name and offers bright in the minds of your customers and known sales prospects.

It costs 10 times as much to sign up a new customer as to keep persuasively in touch with existing clients.

A well-executed newsletter every month or two is an economical and effective way to do so. But many newsletters fail at the job.

Your company’s house newsletter or other publication can be a useful tool for raising your company’s profile and stimulating sales.

Promotional newsletters that plug a business most strongly often seem not to plug it at all.

Studies in the U.S. and Europe highlight the factors—some of them surprising—that cause people to open the direct-mailing envelopes

Your outer mailing envelope can’t say too little, and it can’t say too much, either, writes New York direct-marketing expert David R. Yale.