Posts Tagged ‘mail piece’

August 2000 Interview Between Dan and Bill (Pt 2)

By: Dan Kennedy on: December 7th, 2009 1 Comment

Bill: It takes about eight minutes to get out 10,000 messages, which is fascinating. Because Dan, as you know and we’ve had many discussions about this, my sales associates who work in my stores, they are required to make telemarketing calls to their previous clients, which is a very, very strong media which I highly encourage people to continue to do. But a good sales associate can make maybe, if he’s really good, maybe 20[…]


Critical Copywriting Strategies for Marketing a Small Business

By: Dan Kennedy on: October 23rd, 2009 4 Comments

Around here, on Planet Dan, we say “Copy Is King”…and we focus on the Message (and on Message To Market Match). But, as the highest paid professional, freelance direct-response copywriter working today, I can afford to tell you…and do tell you….things other copywriters will not. While it must be on target, copy gets credit for only 20% to 25% of a successful direct-mail piece/campaign, ad, web site, etc. Another critical element is the ‘who’ reading[…]


How To Rob People Legally and Leave ‘Em With a Smile on Their Faces

By: Dan Kennedy on: September 18th, 2009 10 Comments

A past issue of the Sunday New York Times included this article, headlined: IS THIS CREAM WORTH $500.00? Although I’m sure it was not the reporter’s purpose she prepared a marvelous marketing tutorial. What’s in a name? The company behind Deep Repair Facial Serum, Z. Bigatti, “a name that might conjure images of Milanese scientists…” – the owner, feet firmly planted in St. Paul, Minnesota, says his business partner just made the name up, because[…]


The Power of Dimensional Mail in Small Business Marketing

By: Dan Kennedy on: August 6th, 2009 10 Comments

But why does dimensional mail work? Why does it increase response? Well I’m convinced that the simple reason is because it adds a bit of intrigue to the mailing, which allows it to overcome the toughest task in small business marketing…getting your mail piece opened….getting your mail piece opened FIRST….and getting your mail piece read! I’m also convinced that the importance of using dimensional mail is rising due to the increased competition in the mailbox.[…]


Watching The Clock

By: Dan Kennedy on: June 9th, 2009 13 Comments

The ‘secret’ reason long copy usually out-sells brief copy, and lengthy sales letters out-sell short ones is simply time. The longer the prospect stays in my store… The more time he invests in my proposition, the more likely he is to buy. The best catalogs are designed to keep the person paging through them for the longest possible amount of time. The best stores keep customers in them for the longest period of time possible.[…]