Lea Pierce

Lea Pierce
Insert Media Buying Guide: Thinking Outside of the Mailbox

Given the howls of agony coming from direct marketers feeling the sharp stab of the recent postage rate hike—not to mention the confusion over the new shape-based pricing system—now is a good time to look at a classic form of direct response marketing overlooked by many: inserts. There are several different types of inserts—including statement stuffers, package inserts and catalog bind-ins—but for now, let’s focus on newspaper FSIs. FSI is short for “free-standing insert,” which are those colorful brochures that fall out of newspapers. They offer a cornucopia of stuff—everything from grocery specials to sales on electronics, gardening and remodeling products and services, low-cost check reprint

Five Strategies to Turbocharge Your Postscript

It always floors me how many so-called “experts” leave money on the table by forgetting to use a postscript (or P.S.) in their letters—or paste a drab blob of drivel at the end of a rock ‘em, sock ‘em pitch. A hard-hitting P.S. is your last, best chance to ring the KA-CHING bell! Sales equals money, which equals more work for the copywriter, raises for the marketing manager, happy senior execs and owners ... well, you get the picture. Online and off, testing the P.S. is easy and darned near free. Here are five strategies that work: 1. Add a bonus offer, restate your