Show your product Your readers—especially those most likely to buy your product—want to know what it looks like. Remember Jay Leno’s quip...

Make your material reader-friendly. Every element in your advertising should encourage readership, because if your prospects do not read...

Copywriter Peter Fogel reports in DM News that many advertisers fail to take simple but vital steps that turn readers into buyers. Astute...

Your advertising offer is simply your statement of what you propose to do for sales prospects in exchange for what you want from them —...

“Each product or service has natural strengths and weaknesses” to stress or downplay in your advertising, New Jersey consultant Robert W....

The function of advertising is to sell. Advertising is the cheapest form of selling. People do not buy from clowns. Permanent success has...

One direct-marketing “expert,” unnamed here in order to protect the guilty, recently advised mail advertisers that letters and reply...

Florida writer Robert Warren suggests five techniques that will help muscle up the effectiveness of your advertising copy: Shun word...

Direct-response expert Lee Marc Stein pinpoints eight common writing mistakes that hurt response: Neatness Writers of...

Choose laser-compatible paper stocks Uncoated offset stocks from 50 pound to 9 point usually work well. — If using a coated stock, use a...

A Creative Brief establishes goals and objectives for your marketing efforts. It helps bring clarity to all participates and ends...

Mail advertisers have achieved response lifts of 200% and more by using database-generated messages tailored to the history and interests...

First, determine your objectives Effective use of personalization starts with the goals you are trying to achieve. Know your audience and...

Many years ago, Newsweek magazine was one of the first advertisers to send out a mailing featuring personalized (variable) printing. Its...

Discuss shipping expectations at the beginning of a project. Plan your distribution (immediate use, mail, warehouse, drop shipment)....

Digital, Offset or Large Format - What are your options? Narrowing our options What is the final product? What is the size of our piece?...

Anyone who has used Photoshop long enough is familiar with the Clone Stamp tool. This little gem has been a favorite for many a...

Using 100% black on small objects such as body copy text and fine keyline borders is recommended. But if you have a large background of...

Getting your file imaged onto the printing plate at the lowest cost Desktop Publishing Desktop publishing is the process of using the...

One of the first things to think about when creating a brochure is how it will fold. Making a plain paper folding dummy can help you...