Direct Marketing Blog — Direct Marketing Agency

Sometimes, we must look beyond pure response and look at what happens to our customer database when we continually insult them. Over time, the fickle customers stay and the committed ones jump ship.

branding, direct response creativeTed GriggSeptember 2, 2008Comment

True or False? Direct Mail Package Elements such as Brochures, Letters and Response Forms Should Duplicate the Information.

The idea of duplicating information within a direct mail package ties in directly with the concept of short copy versus long copy. It requires much more space and copy to duplicate information in the package elements.

direct response creativeTed GriggJuly 1, 2008Comment

What's More Important to Response? The Creative Execution or the Offer?

This question came up when the editor for Inside Direct Mail contacted me for an interview related to offers in direct mail. I knew that he was contacting a number of other direct marketers in the US. So I was interested to see what he came up with.

direct response creativeTed GriggMay 21, 2008Comment

Just Ask for the Order

Many companies fear directness because it looks too much like selling when they ask for the order. Be sure to tell your audience what you want them to do in clear, direct language. Check out his blog. It is well worth your time.

direct response creativeTed GriggMay 14, 2008Comment

The Offer ---The Key Response Predictor

The editor of Inside Direct Mail, Ethan Boldt, interviewed me recently asking a number of questions related to the importance of the offer in generating response. The range of his questions covered the how, when and what offers to test.

direct response creativeTed GriggApril 19, 2008Comment

Generalities Don’t Sell

It seems strange to lead with such a headline. Yet some of my clients expect me to get sales results for them with platitudes.

direct response creativeTed GriggFebruary 23, 2008Comment

The Counterintuitive Nature of Direct Marketing Creative Work

Here I am sitting at a Starbucks Coffee shop in Coppell, TX having a Grande French Roast with a small amount of milk and a few grains of sugar after a successful client presentation for new business.

direct response creativeTed GriggFebruary 14, 2008Comment

Branding Lacking in Direct Response Mail

Direct mail does not support branding as far as most branders would like for good reason according to James Rosenfield in his excellent article entitled “BRAND AND BRANDING, REVISITED YET ONE MORE TIME AGAIN.”

branding, direct response creativeTed GriggJanuary 30, 2008Comment

Online Taking over Direct Mail

I believe that most of us in the direct marketing field concede that online is here, it’s growing fast, and we need to inculcate our deep knowledge of what makes people respond into this emerging medium.

direct marketing strategy, direct response creative, fundraisingTed GriggJanuary 25, 2008Comment

The five Deadly Mistakes of Insurance Direct Mail Lead Generation

Once a few lists are found that work, the insurance companies mail only to these names with the mailing going to the same names over and over again. They wear out these names and experience diminishing returns.

direct response creativeTed GriggJanuary 7, 2008Comment

One of the Most Important Customer Questions May Be “Who Are You?”

listened for a few more lines expecting them to tell me what bank. Like most of the population, I use several banks. But it was obvious after a few seconds they were not going to answer that all-important question. “Who are you?”

customer service, direct response creativeTed GriggDecember 13, 2007Comment

Leveraging the 4 Human Behavior Characteristics for More Powerful DM Creative

One of the key differentiators between awareness advertising and direct marketing has to do with behavior change. With awareness, the message creators convey a feeling or attitude toward a given product or service.

direct response creativeTed GriggDecember 11, 2007Comment