Stephen Kimball

While general advertisers are more apt to cast a wide net and see what, if anything, they come up with, direct marketers prefer to use the right bait to catch the desired fish. That’s why the pros, the ones who succeed more often than not, spend significant time studying the fish: what they like to eat, when they like to eat and any other data they can gather to get a bite. And just as a fisherman can’t hook a shark with corn niblets, a mailer certainly can’t make a sale with the wrong headline. In any direct marketing effort, the headline is the

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