Mike McCormick

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 Lois K. Geller It started with a phone call. A pleasant female voice asked, in delightfully accented English, did I want to speak about direct marketing in Istanbul? The next thing I knew, Mike McCormick, our creative director, and I were relaxing in the business-class section of Turkish airlines. Nine hours later, we met the wonderful Meltem Karateke, president of IMI Conferences and the greatest hostess in the world. Until then, I had only a vague idea of where Turkey is. I wasn't at all sure I wanted to go there, but it was a new and exotic place, and I'm a

By Lois K. Geller A little effort and a personal touch go a long way. For the last year or so, I've been noodling about different ideas for creative in relationship marketing. I included customer service in this realm, too. So much of what I see and hear in both areas is blatantly self-serving, artificial and sometimes just flat out nonsense. How is it supposed to work? Then, last month, I got an interesting perspective on a speaking tour. All while hopping on one foot because I'd broken the other one. Everywhere I went, people stopped to talk about this

How to Write Better Direct Mail Letters By Lois K. Geller A great direct mail letter can do wonders for your campaign. Last month, I discussed the prep work required to write a direct mail letter that generates response. This month, my Creative Director Mike McCormick and I will examine the writing, editing and approval processes. Just Write You've already done most of the work. You know what to avoid. You've done all the research, so you have information. You have a road map for your structural flow, and you know who you want to be. Now the letter will write itself—if you

How to Write Better Direct Mail Letters (Part One) By Lois K. Geller I came back from a long business trip on Sunday, and my mailbox was bursting with direct mail offering me everything from free wine with dinner at my local Italian restaurant to a card offering me 30 percent off anything at Loehmann's. One thing stood out as I read the mail: The letters just don't talk to me. I see package after package with boring, stilted, self-serving letters that nobody could possibly read from start to finish. The occasional gems still make it through—and they're rays of sunshine. But for

By Lois K. Geller I am one really lucky person. I just can't believe my good fortune. Within the span of a few days, the envelopes I opened declared, "You have been elected … ," "You have been chosen … ," "You have been selected … ," "You have won … !" Do they think I just fell off a turnip truck? Who elected, chose, selected and nominated me? Am I really expected to suspend common sense and believe all this good luck? I've also seen some world class companies use this kind of language. I think it instantly hurts their

More Blogs