Testing…testing…anyone there?

If it doesn’t lose an order or cause a rejection, it doesn’t matter    This is a marketing rule of thumb that has been pinned on the bulletin board next to my desk for the past 25 years, always in my line of vision. I believe it prevented me from obsessing about stuff that really…

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Never starve

“Keep your friends close and your enemies closer…and keep them all well fed”   I remember many years ago getting an award from the Direct Marketing Club of New York…one of those awards that felt like a “lifetime achievement award”…and one of those awards that felt like someone was trying to tell me to just retire…

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Never use big words when small words will do…

During the “go-go 1980’s” in direct marketing, everyone seemed to have the answer (i.e. the hot new technology or methodology), especially in the areas of database building, regression modeling and advanced list segmentation techniques through cooperative databases. And if any of the terms above don’t ring a bell, shame on me for trying to mention…

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