Renowned copywriter Bill Jayme, once said that the outer envelope of a direct mailing is where the sales prospect decides to stop

he late, great Bill Jayme defined the direct-mail envelope as “your headline.” Other mailing practitioners shy away from such candor

There are two basic envelope styles, writes Ernest W. Nicastro of the Positive Response company, that aim to impel a mail recipient to open

New York-based direct-mail expert David R. Yale offers these pointers on how to hone your business brochures for maximum effectiveness:...

Brochures are highly important marketing tools — especially when illustrating a technical development, explaining a step-by-step...

Your business brochire has many uses – the possibilities are endless. An effective brochure is strategically limited in scope. Too much...

High Readership Almost everyone reads postcards. Your customers take in your message as soon as your card reaches their hands....

Why are postcards a good marketing choice? Your customer, prospects and suspects like to receive information from you. 98 percent of...

With money tight these days, many direct-mail advertisers are turning to inexpensive media like postcards – especially for new business...

By their mid-50’s, your sales prospects will begin to experience: diminished visual acuity slowed focus loss of color sensitivity blurred...

A picture is worth a thousand words, they say. But all pictures are not created equal. Depending on what you are trying to communicate,...

Americans age 45+ earn more than 50% of U.S. discretionary income That amounts to $756 billion. They make from 45% to 75% of annual...

Here are 9 tips from Ted Kikoler for Making Graphics Sell: Zoom in on the product Use large-as-possible photos and illustrations Crop...

Involve your reader Gain your recipient’s attention by making him or her a participant in your mail advertising—not just a passive set of...

Marketing consultant Kevin Nunley writes that long letters of up to 12 pages are increasingly popular with advertisers who want to make...

Here are 7 pointers for profitablew advertising from Joseph Sugarman: Involve Your Reader Once Sugarman ran an ad in The Wall Street...

Writing in “Copywriter’s Digest,” consultant Mike Jezek revealed 11 often-neglected postscript techniques that can lift mail response by...

Sell benefits, not features Your reader doesn't care how many teeth are on your machine's gears. He only cares that your machine will...

No surprise, sales prospects have grown increasingly distrustful of advertising. The big surprise is that their skepticism — in an age...

The Small Business Administration says that a small business should devote 5% of its gross sales to advertising. Using the SBA formula, a...