Response Boosters

The Story of Storytelling: Content Marketing's Next Step
March 5, 2015

Once upon a time, there lived a successful integrated marketing strategy. At the heart of the peaceful—and profitable kingdom—lay a great power: storytelling. Even though much of the focus in today's marketing press is on hot trends like content, less talked about is what the content is all about. Without a central story, what's the point? Storytelling can power your marketing campaign to levels only seen in flights of imagination. A new—and massive—infographic from the folks at ReferralCandy provides a detailed look into the art of storytelling.

5 Positioning Ideas When Leading With Price
January 21, 2015

What works best? Selling product benefits, then revealing the price? Or revealing the price, followed by selling benefits? There are rarely absolute answers, and statistically valid A/B testing in a direct marketing environment will give you the answer that works for your situation. Still, findings of a new study suggest five ways for direct marketers to reveal price

3 Charges for Direct Marketing in 2015
January 7, 2015

The New Year represents a time to reflect on how to recharge direct marketing approaches and strategies. If 2014 results were disappointing, or worse, a decline from the previous year, here are three charges to examine and consider for 2015. But I should warn you: If you're a long-time direct marketer like myself, accepting some of these charges might not come easily.

Denny's Zinger: Offers—Print (Warm & Fuzzy) v. Digital (Nasty)
December 19, 2014

I came across a story in The Wall Street Journal recently about KKR investing in NextIssue.com—a service offering digital access to 140 magazines for $9.99 a month. I went to the NextIssue.com website and was offered a 30-day free trial.

Trust Me: Word-of-Mouth Proves Super Effective
December 1, 2014

"So, how'd you hear about us?" my barber asked. That took me aback. We don't really think about questions like that, do we? A friend had mentioned Chops—the barber in question—in passing, which ended up leading to a long relationship and years of great hair. Now, a brand new infographic from ReferralCandy delves into just how important the ever-elusive "word-of-mouth" can be to your business.

Brand Building and Brand Loyalty
November 11, 2014

Let me share with you three quick stories. Glad: Many years ago I bought a box of Glad tall white kitchen trash bags. I was carrying one full of garbage out the front door to leave for the sanitation truck when is suddenly split.

Know Your ABTs: 3 Testables for Email Marketers
November 6, 2014

"EVERYBODY GETS A TEST!" Matt Byrd yelled, channeling his inner Oprah Winfrey. He's right to be excited—testing different parts of email marketing is essential, and he laid out a number of different paths to success in Nov. 4's Direct Marketing IQ Brunch & Learn webinar, "7 Email Tests to Run Today (and Tomorrow)." With almost infinite variables in any email campaign, it can be tough to know where to begin. Luckily, Matt Byrd—the senior email marketing manager at Cambridge, Mass.-based email testing and analytics provider Litmus—has seven categories (and tips for each) to help get you rolling.