Sometimes, it’s just not that easy. Why do we dislike hearing that truth so much? “Too Simple,” a recent blog post by best-selling author Seth Godin, got me thinking about the impact that over-simplification currently has on many areas of B-to-B marketing. The desire to make everything simple is lulling us into believing that great marketing execution is easy. To put it simply, that’s just not reality. Here’s my proposal: Let’s make 2013 The Year of Realistic Thinking. Why? If I’ve learned one thing during the last few years at SiriusDecisions, it’s that there’s a burning desire among marketers to

No, you didn’t accidentally open a science journal, and no, this isn’t an article about Einstein’s theory of relativity. Instead, it’s an explanation of why so many direct mail efforts simply do not work. They lack relativity, the ability to relate to their audience, or for that matter, offer any relevance at all. This theory isn’t about the continuum of space and time but about cause and effect. Simply, when marketing to a target audience, if you deliver a relevant message in a relevant format in a relevant presentation, your chances of achieving a desired response will grow exponentially. This all sounds simple, right? Then

By Donna Baier Stein Ever hear of a man named Henry George? Einstein, Tolstoy and Churchill were big supporters of his. He wrote a book called "Progress and Poverty." He ran for mayor of New York City in 1886 and outpolled Teddy Roosevelt. George probably is best known for his single tax theory and, if I understand it correctly, the thought that people and companies should earn money based on the value of what they contribute, rather than on our current supply-and-demand system. It's tricky to assign value, of course. Should Britney Spears earn so much more than a really good grade

Quality creative can't be rushed--it should be nurtured By Lois Geller Last week a potential client came to see us here in Florida. The chairman told us he needed creative for a new e-commerce site and infomercial—and he needed it fast. "How fast do you need it?" I asked slowly, watching our creative director's newly acquired tan fade before my eyes. "Three weeks," he said. "I've found that when you press the creative team, you get better work." Hmm. When did we ever do great creative—fast? Well, we once had to do a subscription mailer in an hour and a half: copy,

by Bob Hacker This analysis of Easton Press is based on reviewing only four control packages and without the benefit of seeing any list segmentation or program performance figures. Targeting is inferred from product definition, copy platforms and appeals. The Basic Business The first thing we see is that the business is based on a few fundamentals that don't change: • The content always appears to be of high intrinsic value because of the author and/or the subject matter. • All titles are presented as "limited" or "special" and use exclusivity and "fear of loss" to build value. • The titles are

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