Designed for CMO's, Content Marketers, Marketing Managers and other strategic decision makers, the Target Marketing Resource Library is the premier source for free marketing best practices and case studies.


Have some good white papers or case studies? Contact Chris Lyons to contribute.

Copywriting

Don’t Start Writing Without Reading This

An effective direct mail strategy is based on the synergy of multiple key elements working together to generate cost-effective response — not just one or two tactical pieces. Focus on only one — such as the format — at the expense of the rest, and you'll dramatically limit your response. Yes, direct mail formats are important and unique to the medium. They're also important and powerful enough to test.

Learn More

Direct Response

How to Build Customer Anticipation

Creating anticipation is the job of all direct response writers and designers, whether they're creating messages for traditional print or digital media. Here's why this emotion is so important: Anticipation leads to customer engagement and engagement leads to response — clicks, calls, visits and mail-in responses.

Learn More

Copywriting

Tap Customers for Key Insights

Customers are your expert witnesses — people who can provide you with marketing intelligence that results in marketing breakthroughs. In my opinion, nothing replaces the credibility and natural cadence of a customer quote. And for those of you with a tight marketing budget, customer interviews are virtually free.

Learn More

Copywriting

The New Letter

When looking at a direct mail letter, does your eye stop at the top of the page and focus on the headline centered in the Johnson box, or move elsewhere? If, like most direct mail marketers, your biggest concern is achieving a good overall ROI against rising postage and production costs, testing a single letter element like a Johnson box may not be the first item on your agenda.

Learn More

Copywriting

The Key Copy Drivers

This is about how to write copy. Not just any copy, but great copy. Copy that persuades people to change their behavior, order a product, donate money to a cause, and/or send for more information.

Learn More

Copywriting

Create High Impact With Johnson Box

Sixty years ago, a direct mail copywriter named Frank H. Johnson was looking for a way to increase the impact of his sales letters. He decided that instead of forcing readers to wade through a mass of copy before making the offer, he would highlight the offer in a centered rectangular box placed at the very top of the letter above the salutation. The results were terrific, and the "Johnson Box" has been going strong ever since.

Learn More

Design

How to Use Hot Spots to Direct Reader Eye Flow

A hot spot is where your eye goes first when you look at a postcard, outer envelope, catalog spread, direct mail letter, space ad, landing page or even an email. Most of us had our first experience with hot spots in elementary school when we looked for easy ways to study for tests. From this experience, we've trained ourselves to look for eye-grabbing design and copy elements.

Learn More

Email

4 Overlooked Email Elements That Make or Break Your Marketing

You've seen the reports that email has the highest ROI of any digital or offline channel. And according to the Target Marketing "2017 Media Usage Survey," email also might be the hardest working channel. So the question is: Are your email marketing campaigns as successful as they can be, or are they missing the mark?

Learn More

Creative

11 Keys to Success for the Brochure

Put your strongest benefit on the cover. Otherwise, they’ll never open it to look inside. Show a photograph of your target market on the cover.The first question anyone will ask when he or she picks up your direct mail is, “Who is this for — for people like me?” But remember the 20 percent rule.

Learn More