Jakob Nielsen

Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.

Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

Are you using violators to capture your scanner's attention and quickly transform him or her into a reader-responder? If not, why not? A violator is a powerful creative element that can be used across channels to violate natural eye flow and pull a scanner into reading your messages. I first learned about a violator's disturbing power as a catalog and direct mail writer. I was taught to use violators to call out value pricing, free trial offers and discount deadlines. While violators may not be aesthetically pleasing to fans of fine art and white space, it's their uncomfortably disruptive quality that makes them effective in driving response.

So you’ve got your picture slider up. The perfect tool to showcase a variety of marketing messages in one compact space—or so you thought. What you didn’t know before having your slider coded into your website is that using one can kill conversions. How could that be? Everyone who’s anyone has one. Based just on appearances alone, they can make a “run from the basement” website look like a Fortune 500 company. Well, here are a few reasons why. The human eye instinctively reacts to movement. That means that our brain is more focused on the movement of the rotating

Many direct marketers rely on a regular e-newsletter to communicate with their customers. These communications are different from promotional emails in that the main focus is content or relationship building, and not on an immediate action such as making a purchase.

As a direct marketing copywriter and avid reader, I’m a big fan of e-mail newsletters. They are the perfect combination of medium and message.

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