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Need a little help writing your next direct mail letter or web copy? This is a great summary of the steps needed for effective copywriting. Includes solid examples. Read More

Warning: When it comes to making ads relevant for multicultural audiences, doing it wrong is worse than not doing it all. A new study from OMD Worldwide found that ethnic groups are turned off by ads that rely on stereotypes and caricatures rather than meaningful cultural cues. Read More

Most small businesses still see print Yellow Pages advertising as their most effective way to generate sales leads, but many are also eager to integrate effective internet options into their overall marketing approach, according to a new survey of 1,000 small businesses. Some 63% of small businesses (25 or fewer employees) advertise in a printed Y Read More

Direct mail may have a larger response rate than advertisers think. According to a recent Vertis Communications study users who read direct mailings are more apt (21%) to respond to offers via mailers websites.
by Kristina Knight Read More

Many marketers, particularly online, concentrate on reaching younger users. But that could be a multibillion-dollar mistake. Overall, older Americans make up the most affluent segment of the US population. And they are online.
”Internet usage by baby boomers—and over-60s—is projected to continue rising well into the future,” says Paul Verna, eMa Read More

New Gear Lets ISPs Track Users and Sell Targeted Ads; More Players, Privacy Fears. CenturyTel's system allows it to observe and analyze the online activities of its Internet customers, keeping tabs on every Web site they visit. NebuAd takes the information it collects and offers advertisers the chance to place online ads targeted to individual co Read More

David A. Utter offers some great tips from PubCon. Here's an excerpt: Wil Reynolds of SEER Interactive said at the PubCon session, "Keyword Research, Selection, and Optimization," that the SEO needs to get into the mind of the searcher. He suggested the tools at MSN Adlab can help the pro who "stays broad" with keywords, looks at their perfor Read More

Consumers don't think in terms of media when they're actually experiencing it. They think in terms of what they want to do and what they want to get out of their media experience. If they're craving entertainment, they want to be entertained. If they're seeking knowledge, they want information. If they feel like sharing, discovering or express Read More

In his DMA 07 Conference and Exhibition presentation, “Running Red Lights: The Keys To Creating Dazzling Direct Mail,” Steve Penn, CEO and executive creative director of Penn Garritano Direct Response Marketing, said he likes to think of the direct mail package as a touchpoint for the entire brand experience. Copywriters always should “tell a stor Read More

No matter how much customer care training we conduct, some customers will dislike our service. They may become so irate that they confront us face-to-face, venting their frustrations--at times rather loudly and accusingly.

How are we likely to respond? By habit, we become defensive. We talk plenty. We contradict them, and tension rises. Far fro Read More