Slow It Down
Breathe. I'm assuming, of course, that you're not below water-if so, I hope you're busy swimming your way to the surface. Otherwise, please tell me that at least your nose is above the surface. And I mean that: send me an e-mail or give me a call to tell me how you (and your company) are faring in the squeezed economic climate right now. So please let me in on the challenges you're facing ... and I'd also love to hear some of your success stories.
After all, we need to help each other out. The direct mail industry, and the direct marketing industry in general, is getting hit hard like almost every other business sector-but through a combination of proven strategies and cutting-edge tactics, the majority of direct mail-related companies and self-employed copywriters and designers will be able to survive the storm.
More than ever, Inside Direct Mail will essentially unveil survival strategies for you and your company. We know it's bad out there, but we're going to help point you in the right direction by talking to the leading experts in the field. One of those is Alan Rosenspan, who joins us this month as our new Strategy Session columnist. Lee Marc Stein is officially retiring, and we will miss his timely, consistently sound advice-as well as the many lessons learned that he gamely shared from his myriad direct mail campaigns.
Fortunately, Lee gave his full seal of approval when we nominated Alan, who is president of Alan Rosenspan & Associates, a direct marketing creative and consulting firm based in Newton, Mass.
Rest assured, Alan will both educate and enlighten all readers of this publication about the many creative ways to produce better direct mail campaigns. Many years ago, we published his article "101 Ways to Increase Response"; soon after, it became an offer on his website and subsequently has been requested by almost 15,000 direct marketing professionals and translated into at least five languages. In our March 2008 issue, he wrote "50 New Ways to Increase Response," including the many new tips he'd picked up in the last few years. His first column, "Think Like a Direct Marketer," discusses a mindset that no direct mailer can afford to be without.
Lastly, following up our pledge to give you something old and something new, either of which may be the key to turning around any struggling direct mail program, read about the "Psychology of the Mailer," which reviews long-standing copy driver tactics. The solutions, some pedestrian and others brilliant, are out there-just take the time to learn about them and then begin the careful, enjoyable application.