Grant A. Johnson

If you've been involved in direct mail marketing for more than 30 days, then you've heard and understand THE critical formula factor for success: first, the lists you use; second, the offers/messaging you make; third, the creative you use; fourth, the timing and other attributes. For the purpose of this article, let's focus on the creative side.

Recently I was presenting at the DMA 2010 conference in San Francisco, picking on a few poorly written brand ads and direct mail pieces when an attendee took issue with my critique of a high-end premium brand's effort.

The best way to make your direct mail marketing more effective and discover trends is to analyze the pieces that are sent to you each day. You'll likely be amazed how much things can be improved.

You’ve heard the old line, “When the going gets tough, the tough get going.” Well, the economy couldn’t be much tougher, and that’s what makes this the ideal time to get moving.

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