Mal Decker

Mal Decker
3 New Direct Mail Tricks for Old Testing Rules

Every direct marketing entrepreneur, manager, copywriter and consultant—even before the days of Claude Hopkins, J.K. Lasser, John Caples and Max Sackheim—had their own rules, "secrets" or "discovered truths." Dick Benson tested, modified and codified those rules that applied specifically to direct mail, especially in publishing, making them his own, and added others that came out of his client work and newsletter business. So, how do these hold up today?