Truth in Advertising

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

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The RFM Formula

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??

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The Magic of a Dollar

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

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Xerox’s Genius

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

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