Stu Heinecke

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

It’s a common frustration: You want to meet a big prospect. But how do you get past the obstacles in your path? According to Stu Heinecke, getting your foot in the door, and then creating a relationship starts with a strategy based on what he calls “Contact Marketing.”

A few months ago, while researching how humor is used in direct mail, I found some examples of an art form that was deserving of its own consideration: the cartoon. It's a tactic that pops up only rarely in the mail collected by Who's Mailing What!, the world's most complete library of direct mail and email. But the instances where it has been part of a campaign are proof it can engage prospects, that is, once marketers get past their reluctance to run against the conventional wisdom that humor doesn't work.

It’s time to consider a marketing tool that is effective in both business-to-business and in business-to-consumer marketing. Humor. Yes, make your prospect smile.
"He’s kidding!" you say.
Don’t all the experts say "Humor doesn’t work?" Well, they’re wrong.

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