Staples

The Chumps Are Smartening Up
March 1, 2005

By Denny Hatch "You can't cheat an honest man. Never give a sucker an even break or smarten up a chump." —W.C. Fields In many American upmarket suburbs there's an unwritten agreement among realtors that homes for sale or rent will not be shown or offered to minority families. This is a form of discrimination called redlining. In point of fact, all successful direct marketing is based on redlining—not offering a product or service to undesirable prospects and customers. Examples: Premium bandits. This is consultant Bob Doscher's term for chiselers who join book and record clubs, or subscribe to magazines, to collect

Creating Synergy Among Your Direct Mail, E-Mail and Web Site
May 1, 2001

By Pat Friesen More than 51 percent of all U.S. households now have a personal computer. And more than 60 percent of American adults have access to the Internet at work or at home. While these numbers are encouraging, I caution you as direct marketers to be conservative in how you apply these statistics to your own marketing communications planning for customers and prospects. Here's why: Just because someone has Internet access doesn't mean he or she is comfortable using the Web. And even if the person has a history of visiting your Web site or opening your e-mails, that doesn't mean