Direct Mail Strategy: Do you see direct mail more as advertising or sales?

by Bob McCarthy | Sep 9, 2014 | Copywriting, Direct Mail, Direct Marketing, General, Lead Generation, Print Advertising

When direct mail became a mainstream marketing channel for the largest brands back in the early 80’s, many advertising agencies jumped on the bandwagon and started to offer direct marketing services. It was a natural extension for them. They were already...

Direct Mail Envelopes: To tease or not to tease

by Bob McCarthy | Sep 1, 2014 | Copywriting, Direct Mail, Direct Marketing, Lead Generation

One of the tell-tale signs of promotional direct mail is the use of so-called “teaser” copy and graphics on the direct mail envelopes. Over the years, I have had many clients who have been reluctant to use teaser copy because they thought their mail would...

Direct Mail Postcards – Which side is UP?

by Bob McCarthy | Aug 18, 2014 | Copywriting, Direct Mail, Direct Marketing, General, Lead Generation

If you’re using direct mail postcards in your marketing, let me ask you a question: Which side is the front? No, this is not a silly question.  It goes to the mindset of the person creating the postcard.  And it will impact your response. Ask most people and they will...

Let’s talk about response rates – realistically

by Bob McCarthy | Jul 22, 2014 | Articles, Bob McCarthy's Blog, Collateral, Copywriting, Direct Mail, General, Lead Nurturing

Twenty years ago, I developed a lead generation program for a technical recruiting employment firm. This medium-sized company placed highly skilled technical professionals into contract positions with technology companies.  At the time, the owner of the firm was...

Direct Mail Tip: Make your direct mail offer the centerpiece

by Bob McCarthy | Jun 3, 2014 | Copywriting, Direct Mail, Direct Marketing, General, Lead Generation

One of the easiest ways to improve the response rate of your direct mail lead generation campaigns is by giving more exposure to your offer (or lead magnet). Too often the offer is buried in the mailer, the reader never sees it and the response rate suffers.  What a...

Getting started with content marketing

by Bob McCarthy | May 11, 2014 | Copywriting, Direct Marketing, Email Marketing, General, Lead Generation, Lead Nurturing, Web Marketing

Content marketing can be very intimidating. It’s such a broad topic that covers a range of activities like web content, blog content, gated content, search engine optimization, keywords, lead capture, email follow up and social media. There’s too much to know and too...