Direct mail expert Bob Stone offers ways to supercharge your next direct mail campaign with lift notes.

Mal Warwick, the widely-esteemed fundraiser, suggests that productive fundraising mailers usually involve five steps

5 pointers from author Robert Boduch on how to maximize the impact of your headlines

Five tips to create a direct mail marketing campaign that sells.

Tips to create a successful appeal letter to donors.

A lift letter or note is a second, small communication inserted into a direct-mail package along with a multi-page sales letter

Testimonials and endorsements should be used only if they are: authorized by the person quoted…genuine and related to the experience.

Marketing consultant Kevin Nunley writes that long letters of up to 12 pages are increasingly popular with advertisers who want to make...

Sell benefits, not features Your reader doesn't care how many teeth are on your machine's gears. He only cares that your machine will...

Here are tips from marketing guru John Caples on writing effective headlines Begin your headline with “new” or “now” After you have...

People lust after novelty. And in advertising, according to Ohio marketing consultant Dean Rieck, that can cost them dearly. “When it...

“Good copywriters are not usually the most imaginative people,” writes nationally respected marketing consultant Terry Dean. “They don’t...

If your advertising’s readers do not believe what you say, you have wasted your marketing dollars — plus reinforcing your audience’s...

Herschell Gordon Lewis, the famous marketing sage of Fort Lauderdale, Florida, and the author of 27 books, once published an article in...

K*I*S*S — “Keep It Simple, Stupid” — long have been watchwords in direct mail. Now, research by Daniel M. Oppenheimer, a Princeton...

When you are hungry for sales (and who isn’t, these days?), sharpen your sales letter. It is the heart of your direct-mail package — and...

Here are eight questions to ask when you want to evaluate copy without watering down its magic

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

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...