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...

Structure your copy Bob Stone, who wrote the classic book, “Successful Direct Marketing Methods,” says that this architecture makes for...

“Good copywriters are not usually the most imaginative people,” writes nationally respected marketing consultant Terry Dean. “They don’t...

If your advertising’s readers do not believe what you say, you have wasted your marketing dollars — plus reinforcing your audience’s...

Legendary ad man Frank H. Johnson 60 years ago tested if he could boost response to his sales letters by a device known today as...

Herschell Gordon Lewis, the famous marketing sage of Fort Lauderdale, Florida, and the author of 27 books, once published an article in...

K*I*S*S — “Keep It Simple, Stupid” — long have been watchwords in direct mail. Now, research by Daniel M. Oppenheimer, a Princeton...

Noted British wordsmith Joe Robson and his colleagues offer us Yanks these tips on what makes headlines work: Make Your Headlines Crystal...

Individual Americans now give more than $100 billion a year to nonprofit organizations. Most of their donations come from letters they...