The dangers of one-stop shopping…

This week I will play foreign correspondent…While I rarely travel much internationally, I will brag that I’ve spent the last two weeks in Germany, Prague, Vienna and Budapest. Poor me! ūüôā I will confess that I was not “stationed” on any¬†dangerous battlefields and I am far from roughing it… However,¬†there were some street vendors who…

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How Paying Postage Made Me a Better Marketer…

I recently wrote a piece for¬†copyblogger.com¬†that talks about many of the issues I’ve been speaking about around the country…and for this week’s post, I would like to share that article with you. Here’s my thesis: The fact that e-mail is cheap should not¬†give¬†marketers license to send anything via e-mail that is not given the same¬†thought…

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Deeply and Irrevocably Personal…

The¬†subject¬†line of this e¬≠mail¬†was worth¬†millions¬†to Boardroom,¬†the company¬†I‚Äôve helped¬†build¬†over the¬†last¬†30¬†years. And¬†the¬†story¬†about¬†how¬†‚ÄúDeeply and Irrevocably Personal‚Ä̬†became¬†part¬†of¬†one¬†of¬†our¬†most¬†famous¬†control¬†packages¬†ever is¬†a¬†story¬†packed¬†with valuable¬†lessons. In¬†his¬†prime,¬†Bill¬†Jayme¬†was¬†the¬†most¬†sought¬†after¬†copywriter¬†in¬†the¬†world…every¬†major¬†magazine/publisher/non profit¬†and¬†every other major mailer in every category wanted him¬†to¬†write¬†for¬†them. He¬†charged¬†top¬†dollar¬†and¬†you¬†had¬†to¬†wait¬†over¬†a¬†year¬†to¬†get¬†on¬†his¬†writing¬†schedule. He¬†wrote¬†some¬†of¬†the¬†most¬†famous¬†(and¬†successful)¬†promotions¬†in¬†the¬†history¬†of¬†direct¬†mail¬†and¬†I¬†am¬†proud¬†to¬†say¬†that¬†we¬†have¬†every¬†one¬†of¬†them¬†on¬†CD¬†for¬†posterity. Bill¬†became¬†close¬†with¬†Marty¬†Edelston¬†(the¬†founder¬†of¬†Boardroom)¬†and¬†I–which led to him helping us launch many products for Boardroom¬≠. After¬†one¬†winning¬†assignment,¬†Marty¬†sent¬†Bill¬†flowers…or¬†balloons…or¬†some¬†other¬†celebratory¬†gift. That¬†was¬†always¬†Marty’s¬†style. Bill¬†then¬†sent¬†Marty a note in¬†a¬†plain¬†white¬†envelope¬†that¬†simply¬†said¬†on¬†the¬†outside: “Deeply¬†and¬†Irrevocably¬†Personal…” Enclosed¬†was¬†a¬†thank¬†you¬†note¬†filled¬†with the¬†pure¬†poetry¬†Bill¬†was¬†famous¬†for –the¬†guy¬†could¬†write¬†eloquently¬†about¬†anything¬†to¬†anyone. He¬†was¬†a¬†one-of-a-kind¬†talent. Marty¬†took¬†Bill’s¬†envelope,¬†marched¬†into¬†to¬†our¬†art¬†department,¬†and¬†told¬†the¬†artist¬†who¬†was¬†mocking¬†up¬†a¬†direct¬†mail¬†piece¬†for¬†one of our niche¬†books,¬†“The¬†Encyclopedia¬†of¬†Estate¬†Planning”¬†(EEP),¬†that¬†he¬†had¬†an¬†envelope¬†test¬†for¬†him¬†to¬†execute. The¬†rest¬†is¬†history… A¬†plain,¬†white¬†#10¬†outer¬†envelope¬†with¬†the¬†words¬†“Deeply¬†and¬†Irrevocably¬†Personal”¬†in¬†simple¬†typewriter¬†font¬†became¬†the¬†control¬†for¬†EEP¬†for¬†years…initially¬†lifting¬†response¬†by¬†almost…

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Knowing everything isn’t everything…

Richard “Dick” Benson was a true master when it came to direct mail…for my money, no one could hold a candle to him when it came to discussing anything to do with that medium. Of course that also made him the most knowledgeable person I could go to on anything to do with direct marketing/direct…

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