Ed Nash

Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Everyone knows that the outcome of flipping a fair coin will be 50 percent heads/50 percent tails. But that’s only when the number of tries is large enough to generate the 50-50 outcome. In fact, in a small sample of four coin flips, the probability of getting tails when the last toss was a head is almost 60 percent. More about that later.

B-to-B marketing is fundamentally different today than it was in years past, such as when I entered the field in 1979. Let me contrast then and now to show you the major differences and how it affects your work.

By Russell Kern In interview after interview, I ask copywriters and account managers who are applying for a position with my firm, "What have you read recently?" Too often the answer I get is a blank stare. OK, maybe they didn't understand my question. So, I get more specific: "What have you ever read to give you the background necessary to be a direct marketing professional?" Again, in most of these situations their answers barely touch the wealth of marketing classics and up-to-the-moment marketing and business books available. This leaves me wondering: How can they become master craftsmen, if they never study the

The envelope is the first place to start when considering testing. Why? Every recipient sees it—and it affects whether recipients ever get to the rest of the mailing. It is also a relatively easy test. Additionally, there are many different types of envelope tests to try. Here are a few to consider. Teaser copy "The outer envelope is the headline of direct mail."—Ed Nash One technique used to geet a prospect to open the envelope is to entice them to want to know more. Teasers do just that. This technique has been successfully used by publishers to whet the reader's appetite to not

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