Jim Kobs

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.

Six Techniques to Adding Heat To A Lackluster Offer By Denny Hatch Direct mail maven and guru Axel Andersson has often said: "If you want to dramatically increase your response, you must dramatically improve your offer." The old Ed Mayer formula for successful direct marketing—40-percent lists, 40-percent offer and 20-percent everything else—remains very much in play, whether the medium used is direct mail, e-commerce, telemarketing, off-the-page advertising or DRTV. Why do offers make a difference? "Because," says British direct mail wizard Drayton Bird, "they enlist one vice—greed—to overcome two others: sloth and fear." The Challenge: Improve the Offer Without Breaking the Bank In

Back In the earlier part of this century, direct marketing didn't even have a name. Over the years, more and more disciples became devoted to this super-focused method of reaching and selling customers; eventually direct marketing drew enough of a following to earn its own professional association and a trade journal. However, only in the past five years has direct marketing fanned out to touch nearly every company across this country—and even the world. For those who started out in this "industry," there weren't any college classes, associations or experts to learn from. No companies ran workshops, seminars or full-blown conferences on creating effective

Why more credit card marketers ARE using premiums companies spend $23 billion annually on premium, incentive and promotion programs, and the industry continues to grow, it was announced at the Premium Show recently held in New York. Premiums are more than just inexpensive pens and watches—many different types of incentives can be offered and should be tested. A good premium can boost your response and more than pay for the added cost. Financial service firms are among those marketers using premiums to attract and retain customers. According to Joe Laufer, director of corporate development at Hanig and Co., the company has provided

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