Legendary adman James Webb Young, who started selling fruit by mail around the same time that Harry & David did, tells the story of an apple-growing season where he was nearly ruined. Violent hail storms bombarded his apple trees with ice pellets, causing bruising and pock marks. He feared massive complaints and returned if he
When I first got into direct marketing, I took a course in direct mail copywriting with legendary copywriter Milt Pierce at New York University. One day a student asked, ?Professor Pierce, why is it that, as soon as I give a donation to a charity, they immediately send me another letter asking for more money??
It?s common knowledge that ?free? is the most powerful word ? and the most irresistible offer ? in direct marketing. But can you guess the second-most powerful word or phrase ? and the second most irresistible offer? It?s ?one dollar.? Experienced direct marketers know that, at times, charging a dollar (or a penny) for something
Xerox had a problem. When customers pulled the seal from its toner cartridges, a small puff of toner escaped, which had consumers concerned. Here’s the clever label Xerox pasted onto its toner bags: “To ensure our cartridges are of the finest quality, we test each and every one before it leaves our factory. When you