Does Enclosing a CD Work Well in Direct Mail?

JC, a reader of this blog, writes: “I’m putting together some direct marketing materials and I want to include a mini-CDROM. I’m targeting computer professionals, so I think they’ll be inclined to pop in the CD, even if they don’t read the rest of the material. “I’m curious if other people have done this, and

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Are You a Know-It-All?

To me, a Know-It-All is someone who feels compelled to tell you his opinion — except he states it as fact. Example: I recently sent an e-mail to my list announcing a tele-seminar I was leading. TB, a reader, quickly e-mailed me back to let me know his displeasure with my choice of a tele-seminar

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Is Internet Marketing Sleazy?

JF seems to think so. He was one of the people on my list who received my e-mail with the subject line: “Do you know these response-boosting secrets?” The e-mail linked to a page where I was selling an audio learning program titled “Ultimate Direct Response Secrets.” “When I was starting out, you were one

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A Marketing Lesson from Dilbert?

Scott Adams, creator of Dilbert, says: “For companies to survive, they will have to become experts at confusing the public into thinking their generic products are better than their competitors’ generic products.” In this statement, Adams implies that (1) the goal of advertising is obfuscation rather than education and (2) your product is really no

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