Category Archives: Advertising

A Common Mistake in Marketing With Postcards

May 14, 2010 – 4:15 am

If you market with postcards, here’s an important tip that most postcard mailers overlook: (Click on the headline for more…)

By Val Gosset | Tagged , | Leave a Comment

My Favorite Plant Company Guarantees

May 5, 2010 – 4:15 am

In our last couple blog posts, we surveyed the different types of guarantees offered by companies selling live plants through the mail, and noted some of the practices that might deter customers from ordering. In today’s post, I’ll focus on some best practices that encourage customers to place an order. (Click on the headline for more…)

By Val Gosset | Also posted in Offers | Tagged | Leave a Comment

A Pointer on How to Ask for Copy and Design Changes

April 23, 2010 – 4:15 am

How do you handle asking copywriters and designers for changes on work they’re doing for you? Here’s an example of what not to do. (Click on the headline for more…)

By Val Gosset | Also posted in Catalogs, Copywriting | Tagged | Leave a Comment

Great Book on Social Media and More

April 12, 2010 – 4:15 am

For all the buzz about social media, I haven’t found many books that “put it all together” from a business point of view. I’m currently in the middle of reading The New Rules of Marketing & PR by David Meerman Scott, and can recommend it highly. The book’s subtitle is How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, and Scott delivers. What’s more, it provides not only a how-to, but also (click on the headline for more…)

By Val Gosset | Also posted in Blogs, Marketing, Resources, Social media | Comments (3)

What Merchants Need to Know About Selling Value

March 19, 2010 – 4:15 am

In my last blog post, I mentioned that one common theme at last week’s NEMOA conference was the importance of selling on value. In a presentation titled The Consumer is Changing, Are You? Lois Boyle-Brayfield of J. Schmid & Associates pointed out that all too often, merchants equate selling value with discounting prices. Big mistake! Lois offered a long list of ways to demonstrate value. Among them: (Click on the headline for more…)

By Val Gosset | Also posted in Copywriting, Marketing, Offers | Tagged | Leave a Comment

When’s The Best Time to Advertise?

December 4, 2009 – 4:15 am

I’m staggered by the number of catalogs I’m receiving this week: more than a dozen every single day. Where were they when I was planning my Christmas shopping between Labor Day and Thanksgiving? Yes, I’m still placing orders now, but my decisions have long since been made.

All too often, marketers forget that planning and buying don’t always take place simultaneously. This is especially true (click on the headline for more…)

By Val Gosset | Also posted in Marketing | Leave a Comment

What’s the Most Readable Typeface?

November 13, 2009 – 4:15 am

Anyone involved with designing printed matter, websites and emails knows that not only does each typeface have its own personality, but some are more readable than others. Conventional wisdom (click on the headline for more…)

By Val Gosset | Tagged , , | Comments (1)

Evaluating the Relative Strength of B-to-B Marketing Channels

October 26, 2009 – 4:15 am

Bob Bly, the renowned and prolific B-to-B copywriter, wrote an especially interesting column in this month’s Target Marketing. In it, he ranks 19 different marketing channels, classifies them as “inbound” or “outbound,” and rates them by lead quality and ROI. (Click on the headline for more…)

By Val Gosset | Also posted in Marketing | Tagged , | Leave a Comment

Are You Too Close to Your Own Advertising?

October 21, 2009 – 4:15 am

Many entrepreneurs are so close to their own companies that it’s hard to perceive them through customers’ eyes. Two cases in point that I’ve encountered this week: (Click on the headline for more…)

By Val Gosset | Also posted in Catalogs, Marketing | Leave a Comment

Not All Leads Are Created Equal

October 12, 2009 – 4:15 am

It’s common for companies to treat everyone who requests more information exactly alike. Some mail them as often as they do their buyers. Others send information once and never again. Usually the best profitable option requires further investigation. (Click on the headline for more…)

By Val Gosset | Also posted in Direct response advertising | Leave a Comment
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