Beat your control before it fails and your revenue dries up
“Long-term controls are, I think, a sign of failure – failure to beat the control. As controls diminish – and they ALL do – it hurts not to have a replacement.” Marty Edelston, Boardroom Inc. Sage advice. I’ve seen far too many clients making future plans on the assumption their current control or controls will [...]
Dick Benson’s Direct Marketing Rules of Thumb 21-31
Now for the final installment of Dick Benson’s Direct Marketing Rules of thumb. Agree or disagree with them but thinking them over will make you a smarter marketer. Direct mail should be scrupulously honest. (My note: I want to tack this the heads of a lot of marketers I’ve met. Applies to email, sales-letters and [...]
Dick Benson’s Direct Marketing Rules of Thumb 11-20
And here we continue direct mail great Dick Benson’s rules of thumb… Adding installment payments for items over $15 will increase results by 15% (My note: Payment plans work. Period.) Dollar for dollar; premiums are better than discounts. Adding elements to a mailing package, even though they add cost, are more likely to pay out [...]
Dick Benson’s Direct Marketing Rules of Thumb 1-10
Dick Benson was a giant of direct response marketing that most online marketers have never heard of. But any old pro in this industry not only knows him but pays great respect to his experience. He’s the guy who’d seen it all and done it all in direct mail. With decades of experience advising the [...]
