20 Percent: THE CREATIVE—Design for Design’s Sake Is Out. Admittedly, neither of your hosts is named Les Wunderman. Yet, we’ve worked on enough direct mail campaigns to understand which types of designs tend to work and which don’t.
Figure out what your piece needs to accomplish and choose a physical direct mail form that supports your goals, not the other way around.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at bill@salesvault.pro or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.
Very much alive and now officially an industry curmudgeon, strategic growth expert T. J. Tedesco can be reached at tj@tjtedesco.com or 301-404-2244.