Articles by Marcus Johnson
Blog Archive
Direct Mail Testing: Why Good is Never Good Enough — And How to Keep Getting Better
Do you ever get the feeling we live in a “what have you done for me lately” world? Maybe it’s not a feeling for you; it’s your reality. If your work is measured in any meaningful way — and more is these days since data makes the world go ‘round — you could find yourself thinking that good is never good enough. That might be true, but there is an upside. Direct mail testing is a good example of how measurement is a positive.
Direct Mail is Appointment Marketing – Is It Part of Your Marketing Mix?
Let’s play a game (not Tic Tac Toe). How many ways can you think of to market your product or service? Instead of “ways,” you may prefer technical terms such as channels. Or tactics. Or marketing mix. Or even media plan. Let’s name a few, including the obligatory digital option: Digital — I’m lumping various […]
In Praise of the Direct Mail Letter
“Letter schmetter,” said the marketer who wanted to cut the cost of her direct mail package. “Let’s mail an oversized postcard.” Maybe your first thought is, “Sure, we could do that.” But then another thought chases that one away and you say to yourself, “Self, wait just a minute. The letter is the most important […]
The Seven Magic Words of Direct Mail
Magic words of direct mail? That seems a little “out there” for such a hardworking marketing tool. Especially with the strategic, data-driven approach IWCO Direct uses for performance marketing. But, yes, there are magic words you can use in direct mail; they’re “magic” because they can cause a dramatic increase in response to your mailing.
The Johnson Box—What, Why, Where, and How
Before we dive into the value and inner workings of the Johnson Box, a little family history. The Johnson Box was invented by my great great great grandfather Eustice Aristotle Johnson, a pioneer in direct mail. This breakthrough in marketing occurred shortly after he created boxed cereal and sliced bread. I’m a little fuzzy on […]
How to Write Direct Response Copy in Any Channel
Staring into the abyss of writing direct response copy for a multichannel marketing campaign? Pull up a chair and let’s discuss. First, define the scope. Say you have direct mail, email, ad-like objects (think banner/display ads, including those for different online platforms like mobile, tablet, and desktop), and social media. We could go deeper, but […]
Six Direct Mail Don’ts
The usual focus of my wildly entertaining blogs (hold your applause until the end, please) is ways to improve your direct mail—writing, strategic thinking, presentation, etc. In other words, what to do. This month’s topic is based on one of my father’s favorite phrases, dating back to my youth. At some point during an average […]
Does Your Direct Mail Package Pass the Test? An Essential Checklist—Rules 7-9
We’ve come to the final three (of nine) questions that every direct mail producer should ask before, during, and after you create a direct mail package. Reminder: these questions come courtesy of Paul McQuillan, who turned his experience at a marketing seminar into a piece for Target Marketing. His article appeared a few years […]
An Essential Direct Mail Checklist. Does Your Direct Mail Check the Boxes?—Rules 4-6
Continuing our review of the nine questions that should guide every direct mail user— courtesy of Paul McQuillan and an unnamed marketing seminar speaker. Paul turned that seminar encounter into a helpful direct mail checklist and wrote a piece for Target Marketing a few years ago. Let’s move on to questions four through six. All […]
An Essential Direct Mail Checklist. Does Your Direct Mail Check the Boxes?
We’re always on the lookout for and appreciative of essential advice for direct mail producers. A tip of the hat, then, to Paul Mcquillan and an unnamed marketing seminar speaker, whose direct mail checklist I recently came across in a piece Paul wrote for Target Marketing.
