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We are all different as DNA. Different skills, different talents, different predispositions . . . For example — if your pipes burst and you are in desperate need of a plumber, or you want to restring some electrical, don’t call me. You may as well whistle to your dog. Carpentry? Nope. Need someone to balance your books, an accountant? That was my dad's profession. Civil or electrical engineer? Dad's brothers. Lawyer? Mom's brothers. In almost all ways, I’m of no service to you whatsoever. But if you need someone to write and design direct mail . . . I'm your man! I've been involved in the direct advertising business a long time, and the one thing I can tell you incontrovertibly about direct response marketing (i.e. direct selling) . . . it is an experience-based vocation. Time on task, as they say. YEARS ON TASK. One of my clients used to say to me "you're a student of mail-order." Well, I guess I am. The truth is — I've seen a lot, I've listened a lot, I've been exposed to a lot . . . and I have created a lot. I think. I write. I tinker. Until it’s done.
Fortune has allowed me to meet some legends. Bob Stone, co-founder of Stone & Adler in Chicago, a major direct response advertising agency of days past. Mr. Stone's wife was a friend of one of my aunt's, and from that humble connection, Bob Stone warmly invited me to his beautiful condominium overlooking Lake Michigan when I was just a young wannabe. He gave me pointer after pointer about the direct response business. What a true gentleman, a scholar. Author of the blockbuster book "Successful Direct Marketing Methods" which has been translated into some nine or ten languages and sold more than 250,000 copies.
Oldies But Goodies - Marketing Gems From The Past
Featherspring Foot Insoles
Project Type: Space Ads
About the Project:
One of the age-old axioms of direct selling is to “find a need” and “fill it.” And so it was that Featherspring International Corp. became a front-runner in the foot remedy business years before others cluttered the landscape. I doubt the principals of the Featherspring Corp. ever knew that I existed, but that’s irrelevant because I came through for the advertising agency that represented them.
I probably wrote at least 50 headlines before we settled on the one shown here, and along with the copy which I also wrote, this two-step ad became the control which ran in scores of magazines for several years. Not a sophisticated ad, yet over the course of some forty years, the company sold three million plus sets of these custom insoles at $200 or so a pair.
The takeaway: When a person’s feet are throbbing, they don’t really care about flashy graphics or clever prose. They want relief!
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Movietime Popcorn Order Form
Project Type: Direct Mail Packages
About the Project:
Does the word “FREE” mean anything to you? It certainly does to the buying public! In 1981 the first patent for microwave popcorn was granted to General Mills, and in circa 1988 I got the call to create what was to become one of the first direct-by-mail efforts to promote microwave popcorn to the public on a continuity basis. The movie rental giant Blockbuster LLC was in full swing by then, and what goes better with movies than tasty popcorn?
At the time the market was wide open and I suppose “ripe” for this kind of opportunity, so why not swing for the fences from the get-go. The sales letter I wrote clearly explained the offer and pointed out the FREE popcorn canister the customer could select by choosing a stamp on the order form. We even included a FREE bag of popcorn in every outgoing package . . . what a hit.
The takeaway: Never underestimate the power of “FREE” in any direct sales effort. A powerful, irresistible offer often spells resounding S-U-C-C-E-S-S.
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Movietime Popcorn Letter
Project Type: Direct Mail Packages
About the Project:
Does the word “FREE” mean anything to you? It certainly does to the buying public! In 1981 the first patent for microwave popcorn was granted to General Mills, and in circa 1988 I got the call to create what was to become one of the first direct-by-mail efforts to promote microwave popcorn to the public on a continuity basis. The movie rental giant Blockbuster LLC was in full swing by then, and what goes better with movies than tasty popcorn?
At the time the market was wide open and I suppose “ripe” for this kind of opportunity, so why not swing for the fences from the get-go. The sales letter I wrote clearly explained the offer and pointed out the FREE popcorn canister the customer could select by choosing a stamp on the order form. We even included a FREE bag of popcorn in every outgoing package . . . what a hit.
The takeaway: Never underestimate the power of “FREE” in any direct sales effort. A powerful, irresistible offer often spells resounding S-U-C-C-E-S-S.
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Movietime Popcorn Brochure
Project Type: Direct Mail Packages
About the Project:
Does the word “FREE” mean anything to you? It certainly does to the buying public! In 1981 the first patent for microwave popcorn was granted to General Mills, and in circa 1988 I got the call to create what was to become one of the first direct-by-mail efforts to promote microwave popcorn to the public on a continuity basis. The movie rental giant Blockbuster LLC was in full swing by then, and what goes better with movies than tasty popcorn?
At the time the market was wide open and I suppose “ripe” for this kind of opportunity, so why not swing for the fences from the get-go. The sales letter I wrote clearly explained the offer and pointed out the FREE popcorn canister the customer could select by choosing a stamp on the order form. We even included a FREE bag of popcorn in every outgoing package . . . what a hit.
The takeaway: Never underestimate the power of “FREE” in any direct sales effort. A powerful, irresistible offer often spells resounding S-U-C-C-E-S-S.
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Movietime Popcorn Q/A Flyer
Project Type: Direct Mail Packages
About the Project:
Does the word “FREE” mean anything to you? It certainly does to the buying public! In 1981 the first patent for microwave popcorn was granted to General Mills, and in circa 1988 I got the call to create what was to become one of the first direct-by-mail efforts to promote microwave popcorn to the public on a continuity basis. The movie rental giant Blockbuster LLC was in full swing by then, and what goes better with movies than tasty popcorn?
At the time the market was wide open and I suppose “ripe” for this kind of opportunity, so why not swing for the fences from the get-go. The sales letter I wrote clearly explained the offer and pointed out the FREE popcorn canister the customer could select by choosing a stamp on the order form. We even included a FREE bag of popcorn in every outgoing package . . . what a hit.
The takeaway: Never underestimate the power of “FREE” in any direct sales effort. A powerful, irresistible offer often spells resounding S-U-C-C-E-S-S.
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Quick Stick Notes
Project Type: Package Inserts
About the Project:
Walk into any office supplies superstore today and you will find barrels of “Quick Stick” note pads, but back in the day?? DELMART was the name in this genre, and the niche they carved out was ideal for the impulse-buy, package insert customer. At the time, virtually every credit card statement, particularly the gasoline cards, had several package inserts included with each monthly statement, and Delmart certainly held a lion’s share of the market.
The headline on the inside . . . How many times have you said, I should have written it down . . . came to me in a flash, and after that, the promotion pretty much wrote itself. One of the real benefits of this offer was the personalization aspect, which Delmart could accommodate in small quantities due to their modern printing facilities. Brisk sales ensued, the product made a wonderful stocking stuffer!
The takeaway: If you have a huge market, lightweight product, easily explained, fair price, simple ordering instructions . . . that’s the recipe of a winning package insert.
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