Email is tough. With junk mail, envelopes come in all sizes with glorious illustrations and teasers that grab you by the throat. "Subject lines and teasers," wrote Bill Jayme, "are the hot pants on the hooker."
As 2014 draws to a close, I began thinking about the past 12 months and some of the lessons learned and the new words, concepts, techniques and technologies that have entered our marketing world. It boggles the mind! Here's what I learned ... how about you?
Peggy and I attended the wonderful Bridge Conference sponsored by the Direct Marketing Association of Washington. One of the exhibitors was RST Marketing, Forest, Va. A machine was cranking out endless "handwritten" letters with "hand-addressed" envelopes.
In the media player at right is an illustration of a lift piece I wrote and designed for a U.S. Curling Association fundraising effort. Note the Courier typeface. This was deliberate. Courier is historically the stuff of old typewriters and the fabled QWERTY keyboard (which I am using right now). The letter from Pete Fenson looks like he might have "hunt-'n'-pecked" it personally. It is a different typeface from everything else in the package
Openers can be onerous. Which may be why registrations for last week's webinar, "Copy Starters: 48+ Ideas for Letter and Email Openers" were some of the highest ever for Target Marketing. The hour-long session was based on a column I wrote for Target Marketing magazine in March 2012 that still attracts online readers. Couldn't attend? Here's a short recap of some of the most frequently asked questions and high points of the discussion.
"Your first 10 words are more important than the next 10,000," wrote America's super-salesman Elmer "Sizzle" Wheeler (1903-1968). What are the first 10 words? In the world of advertising, they are called "headlines." Newspaper journalists call them "heds."