July 27, 2010

Did you know that printing a map from a recipient's location to yours can increase direct mail response significantly, despite the fact that nearly anyone can download their own directions in seconds? Why?

Although the technology is relatively new, the concept is old. In marketing terms, it's called a strong “call to action,” in sales terms it's called “closing the sale,” and in plain English it's called “getting what you want.”

Omit Needless Words: An Element of Style

Ah, the exquisite torture of Strunk and White’s slender manual. Though oft unloved by students, it befriends the ambitious entrepreneur, offering advancement in return for study. For instance, its dictum “omit needless words” can convert dry rambling to compelling communication.

In short: Say less, deliver more.

Many bemoan today’s short attention spans, but conciseness pleased even the ancients. Throughout history, brilliant writers echo: