A Prescription in Marketing

Well, it took me a little longer than I planned, but I think it was worth it.

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In the past I’ve written about customer service as an important marketing strategy. There are opportunities all around you to expand on your marketing in ways that may not be so obvious.

Retaining your existing customers certainly falls in that category. I’ve talked about how to reactivate lost customers before, but it would be even better if you never lost them in the first place. Continue Reading »

The other day I told you about a new white paper I was SUPPOSED to have published on Friday.

Well, sometimes things do come up, no matter our best intentions. Such was the case here.

And when I went back to read the paper again with a fresh perspective, there were some points I felt I needed to clarify and illustrate a little better. Continue Reading »

There’s no question the web has made it easier than ever to test your marketing campaigns and come up with new controls.

In the old days, testing was time-consuming and expensive. You had to segment your list and mail out multiple versions of a sales letter. Then you had to wait for two or three weeks.

Display ads in magazines took even longer, typically 3 months or more to gauge results.

Nowadays testing can take place in days or even hours, depending on how much traffic you have coming to your site. Continue Reading »

John Reese just launched his new blog, and for his first post, he’s released an eagerly anticipated report entitled, The Rebirth of Internet Marketing.

Now those of you who know me and my work know that there are some smart marketers I tend to watch very closely, and John Reese is definitely one of them. Unlike the majority out there, John actually conducts real-world tests, and (get this)…really acts on what he learns from them. Continue Reading »

If you’ve signed up to be on my priority announcement list for my upcoming Copywriter’s Toolkit, perhaps you’ve received a special email from me about Web 2.0 and its impact on the future of marketing.

That’s because Web 2.0 is an important part of the Copywriter’s Toolkit, even though overall it’s just one small piece of the pie.

Let me explain. Continue Reading »

Gary Bencivenga, one of the greatest living copywriters on the planet today, just released his latest bullet.

For those of you not familiar with the Bencivenga Bullets, I recommend you hot tail it over there and read his latest one right now. Continue Reading »

Maybe you didn’t even notice these tactics quietly slipping under the radar. Perhaps you did spot them if you’re astute, even as they continued to do their job anyway.

For many who’ve discovered them and are using them on their websites, it’s the difference between looking like another “me too” site, and raking in some serious figures.

The concepts are a blend of subtle Web 2.0 interactive elements, combined with proven “old school” direct response and marketing funnel techniques.

What am I talking about? Perhaps a few examples might help to illustrate… Continue Reading »

Very sad news indeed. If you haven’t heard, it’s true. Gary Halbert passed away peacefully in his sleep on Easter Sunday.

While I never had the pleasure of personally meeting Gary, he’s had a tremendous influence on me and my marketing education.

If it wasn’t for Gary, I wouldn’t have written my first direct mail letter and sold my first mail order product 15 years ago.

My condolences go out to his family and friends, and to you, if you knew him well.

If you haven’t already one so, I invite you to share your insights and thoughts about Gary at Michel Fortin’s Copywriter’s Board, where a thread has been started about Gary.

Life really is too short.

I just got a broadcast email from a marketer whose products I use. He was wishing me a Happy Easter!

I instinctively hit reply to the email and was about to wish him the same, when I realized my Outlook had addressed the email to: noreply@hisdomain.com.

Well, that stopped me dead in my tracks!

It occurred to me at that moment how many times over the years I had tried to reply to an email I received, and had the dreaded “noreply@whatever…” nomenclature appear in my “To” field. Continue Reading »