When you are hungry for sales (and who isn’t, these days?), sharpen your sales letter. It is the heart of your direct-mail package — and...

Show your product Your readers—especially those most likely to buy your product—want to know what it looks like. Remember Jay Leno’s quip...

Here are eight questions to ask when you want to evaluate copy without watering down its magic

Almost every direct-mail authority urges advertisers to close letters with a postscript — after its headline, the most-read element in...

Legendary mail-order copywriter Joseph Sugarman thinks that psychological triggers can “increase sales and response beyond what you would...

“If your position requires you to do any formal writing – and nearly every position does – you’ve felt the terror of the blank page.”...

Make your claims specific “Platitudes and generalities roll off the human understanding like water from a duck,” famous advertising man...

Contrary to the common notion that Americans more than 65 years old mainly eke out lives on stingy Social Security pensions, experts...

Marketing consultant Robert Bly has isolated 8 factors that can help keep you from making costly mistakes that could destroy the selling...

Make your material reader-friendly. Every element in your advertising should encourage readership, because if your prospects do not read...

Copywriter Peter Fogel reports in DM News that many advertisers fail to take simple but vital steps that turn readers into buyers. Astute...

Your advertising offer is simply your statement of what you propose to do for sales prospects in exchange for what you want from them —...

“Each product or service has natural strengths and weaknesses” to stress or downplay in your advertising, New Jersey consultant Robert W....

One direct-marketing “expert,” unnamed here in order to protect the guilty, recently advised mail advertisers that letters and reply...

Florida writer Robert Warren suggests five techniques that will help muscle up the effectiveness of your advertising copy: Shun word...

Direct-response expert Lee Marc Stein pinpoints eight common writing mistakes that hurt response: Neatness Writers of...

Consultant Deborah S. Ramstorf asks 9 questions that she says show how well you know direct-mail advertising copy. What percentage of...

Choose laser-compatible paper stocks Uncoated offset stocks from 50 pound to 9 point usually work well. — If using a coated stock, use a...

A Creative Brief establishes goals and objectives for your marketing efforts. It helps bring clarity to all participates and ends...

Furniture Store Reminder Campaign When a shopper visits an American Signature home furnishings store and does not make a purchase, they...