Most of what we consume as information about our world, society, events, and brands is “second-hand” reality — let alone in marketing.
Next to "Why can't we use postcards?" the most frequent question I get from relative newcomers to direct marketing is "Why is the copy so long?"
InÂ a consumer and business marketplace of declining literacy rates and what sometimes seems like steeply plummeting verbal sophistication levels, how do marketers work with copywriters to ensure complex products and services are sold in a way that both does justice to the product or service at hand, and doesn't go over the heads of the intended audience?
Tactful,Â thoughtful and genuine -- certainly fundamental to its ability to remain relevant -- the Mayo Clinic Health Letter also employs many of the finest direct mail tactics to great effect and continually makes small revisions to maintain its top-dog status.