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Articles by Marcus Johnson

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Reading vs. Scanning: Sidebars Can Engage Any Kind of Mail Recipient

Posted August 20, 2019 by in Strategy and Analysis

Are you a reader or a scanner? The world is full of both. That matters to those of us who include direct mail and direct response advertising as part of our marketing mix. If we don’t create direct mail designs that account for both of those information intake preferences, we risk losing a big chunk of our audience and their potential to respond.

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Play by the 3:33 Rule for Direct Mail Success

Posted July 2, 2019 by in Strategy and Analysis

You just launched a big direct mail acquisition campaign. Close to a million pieces are fanning out to carefully segmented audiences in areas where your research indicates high concentrations of verified prospects. Will it be a hit or a miss? Grab a stopwatch (or your mobile phone with its many timing apps) and let’s consider.  […]

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Four Questions to Ask Before Using Humor in Marketing

Posted April 9, 2019 by in Creative

Is using humor a good tactic—or strategy—for selling your product with direct marketing? Depends. That’s a good place to start. It depends on the product. If you were creating a direct marketing campaign for Depends Adult Incontinence products, humor might not be your strongest approach, a) because a certain sensitivity is called for in this category and b) it’s off brand. A humorous campaign for Huggies diapers? Different story.

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